People Also Ask (PAA)
People Also Ask is the expandable box of related questions that appears in Google SERPs, typically below the first few organic results. Each question expands to reveal an extracted answer from a web page, with the source URL linked.
Also called: PAA, Related Questions · Last updated: May 27, 2026 · By Joseph W. Anady
Why it matters.
PAA boxes appear in approximately 48-58 percent of Google SERPs as of 2026. The box typically shows 4 questions initially; clicking any question reveals the answer and dynamically loads 2-4 more questions. This 'infinite scroll' behavior makes PAA a massive impression-and-citation surface — a single page extracted into one PAA answer can appear across hundreds of related query variations.
How it works.
Google extracts PAA answers using similar algorithms to Featured Snippets but with broader source eligibility — pages ranked beyond position 10 can still be cited if they have the best-extracted answer for a specific question. PAA citations don't require the page to rank for the parent query; they only require a clear answer to the specific question. This makes PAA the easiest extracted-answer surface to win.
2026 reality check.
FAQ schema markup historically powered visual FAQ rich snippets in SERP, but Google removed those visual FAQ accordions on May 7, 2026. PAA boxes are unaffected — they continue to extract answers regardless of FAQ schema presence (though FAQ-structured content is still preferentially extracted). The new strategy: write conversational question-form headers with extractable 40-60 word answers; let PAA do the work.
Data points
- PAA boxes appear in 48-58% of Google SERPs as of 2026 (multiple industry trackers)
- Typical PAA box shows 4 questions initially, dynamically loads 2-4 more on expansion
- FAQ rich snippets removed May 7 2026 — PAA unaffected
- PAA extraction prefers 40-60 word self-contained answers in question-headed sections
- PAA citations can come from pages ranked beyond position 10 for the parent query
First-hand insight from ThatDeveloperGuy.
ThatDeveloperGuy's /who-do-i-call-for-a-website/ page was designed specifically to capture PAA citations across the broader 'web developer hiring' query cluster. Within 30 days of deployment, the page appeared in PAA boxes for multiple related queries beyond the literal page title. PAA-driven impressions are now ~30 percent of the page's total impression volume in our GSC tracking.
How TDG approaches it
Every TDG page includes a FAQ section with 5-8 conversational Q&A. Each answer is a self-contained 40-100 word paragraph that doesn't require the surrounding page to make sense. Headers are written in question form, verbatim matching common voice and conversational queries. FAQPage schema is maintained even after the May 2026 visual change — the structured data still aids extraction in PAA and AI Mode.
Common mistakes.
- Conflating PAA with FAQ rich snippets (the May 2026 change killed FAQ rich snippets but not PAA)
- Writing answers that require surrounding context to make sense
- Skipping question-form H2 headers (the strongest PAA signal)
- Optimizing only for the parent query — PAA citations come from related-question matching
- Writing overly long answers (40-60 words is the sweet spot)
FAQ.
Did Google kill PAA in 2026?
No. Google removed the visual FAQ rich snippet (the FAQ accordion that used to appear in SERP) on May 7, 2026. PAA boxes are a separate feature and were not affected. PAA continues to extract answers from pages regardless of FAQ schema.
How do I get my answers into PAA?
Structure your page with question-form H2 headers matching common conversational queries. Each answer should be a self-contained 40-60 word paragraph that makes sense without the surrounding page. FAQ schema helps but is no longer required.
Does my page need to rank for the parent query to appear in PAA?
No. PAA citations are extracted based on the specific question, not the parent query. A page ranking position 50 for the parent query can still be cited in PAA for a related question if it has the best-extracted answer.
How much impression volume comes from PAA?
Varies by site. For TDG pages structured with conversational FAQ, PAA contributes 20-40 percent of total impression volume on Q&A-style pages. For commercial product pages, PAA contribution is typically under 10 percent.
Can I track PAA citations in Search Console?
Indirectly. PAA citations show as impressions with no clearly distinguishable mark vs other SERP features. Manual SERP inspection or third-party tools like Ahrefs, Semrush, or SISTRIX can identify PAA-driven impressions specifically.
Maintained by Joseph W. Anady at ThatDeveloperGuy. Back to glossary · Suggest a term