People Also Ask (PAA)
People Also Ask (PAA) is a Google SERP feature that displays additional questions related to the original search query, each with a direct short answer. Clicking a question reveals an answer together with a source link and loads further related questions, so that the list appears to expand almost indefinitely. Unlike the featured snippet, which shows a single highlighted answer above the organic results, PAA bundles several question-and-answer pairs into an interactive accordion module in the middle of the results list.
In practice
For PAA visibility, phrase typical user questions as H2 or H3 subheadings and put a concise two- to three-sentence answer directly underneath, before going into detail. Numbered lists work particularly well for step-by-step answers, because they carry the sequence unambiguously even outside the page context; alongside them Google also draws on tables and short paragraphs as answer formats. Tools such as Google Search Console, AlsoAsked or conventional rank trackers help you identify the PAA questions your own audience asks, including local ones such as 'What does a website relaunch in Vienna cost?'. Because PAA boxes often use the same text excerpts as featured snippets, it is worth coordinating both optimisation approaches in the same content brief. Small and medium-sized businesses should extend the FAQ sections on category and guide pages with such questions: even when some users read the answer directly in the SERP, being named as the source makes the brand visible in the search results.