How can we improve our landing pages by adding information that the searcher hasn’t searched yet? We can leverage People Also Asked (PAA).
The PAA feature on search results pages provides strong hints for what follow-up questions may be to a given query. They are a compilation of the next most asked queries that come after what you’ve just searched. These questions and answers help searchers refine their search to find the exact information that they are looking for.
Let’s look at PAA questions by search term combined with our paid search metrics. From there we can see opportunities to update our landing pages with content to answer the ‘next question’ and provide a better experience.
Context leads to empathy and the ability to provide comprehensive content. Understanding a human’s secondary questions before they even type them into search – that’s quite the competitive edge built on empathy for your user.
There are a lot of great tools in the market for search performance tracking – but at Seer we found that we needed a more specialized solution for our analyses.
For this analysis, our custom tool is what allowed us to pull the PAA data at scale.
However, we recognize not everyone has access to a toolset that allows a comprehensive analysis. We hope the Google Sheets template below will give you a starting point.
Make a copy of the template then start on the ‘Directions’ tab:
Once you pull the above, here’s what a sample analysis could look like:
Where:
💡 These may be common questions that are important during the purchase/conversion stage and they’re likely not answered well or at all on the paid landing page.
Interested in making the most of your data? Contact us and let’s work together to make searches more impactful.
Find this helpful? Hit us up on Twitter with what tools you’d like to see next!
Source: www.seerinteractive.com, originally published on 2022-07-13 16:11:26
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