People Also Ask (People Also Ask (PAA) is a Google SERP element that shows related questions with expandable answers. It helps users explore a topic further and can affect clicks.Open glossary entry →) is a box on the The Search Engine Results Page (SERP) is the page a search engine returns after a query. Besides the organic listings it often contains extra elements such as ads, featured snippets or AI Overviews.Open glossary entry → that lists follow-up questions related to the original query. Clicking a question expands a short answer, often with a link to the source.
For visibility, PAA is relevant in two ways:
- Your own page can appear as the source of an answer and gain extra presence.
- If the box already answers the question, it can absorb clicks and encourage A zero-click search is a query where the answer appears directly in the search results and the user clicks no listing. SERP features and AI Overviews amplify this effect.Open glossary entry →.
People Also Ask is one of the SERP features that change click distribution and make visibility harder to interpret. In terms of content, it helps to answer genuine user questions clearly and concisely and to structure content cleanly. This increases the chance of being considered as a source in the PAA box.