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.
Step 1: Create your search query report and paste it into the ‘[Data Input] Paid Data’ tab. Copy People Also Asked data, per search term, using SEOMinion and paste it into the ‘[Data Input] PAA Questions’ tab.
Step 2: Add stop words (a, the, and) and any other words you want to be excluded into the ‘Directions’ tab.
Step 3: Start in the ‘Quick Analysis’ tab and into the ‘Explore’ tab.
Once you pull the above, here’s what a sample analysis could look like:
PAA question ngram count is high and
Ngram’s CPA is higher than average and
PAA question is highly relevant to the search term
💡 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.
If the question implies the searcher is low in the purchase funnel/ their consumer journey
Then consider updating the paid landing page with content that answers the PAA question(s)
If the question implies the searcher is high or near the middle of the funnel
Then consider updating or creating relevant content with an organic search focus. Include a link to a relevant conversion-focused page
Consider including the organic search-focused page as a link extension where relevant