SEO for Google’s ‘People also ask’

Here’s a sample landing page with Q&As, for laptops, from Office Depot.

Google has obtained a U.S. patent on selecting questions for “People also ask.” Essentially it relies on actual searches in a question format.

Google’s search results pages are evolving. New elements and sections present organic-traffic opportunities. One of the most useful is “People also ask.” It’s a standalone section on the results page that lists users’ questions related to the query.
“People also ask” boxes can drive traffic, as every question provides an answer with a link to the source.
AlsoAsked.com is a third-party tool that replicates “People also asked” questions and follow-ups. The tool can help structure your site’s shopping experience by knowing what visitors are looking for.
Certain questions — how-to, do-it-yourself — require a video or image for a helpful answer.

Using ‘People also ask’

When choosing a keyword to target, click through several questions in the “People also ask” box. Note that every click triggers more questions.
Note the internal links in each answer above. All made it to Google’s SERP, improving the likelihood of clicks in Office Depot’s search snippets.

Depending on the product, answer two to four questions on the page. Consider including a short FAQ or a Q&A section on all pages you are optimizing. And don’t forget to use Schema.org’s FAQPage markup to generate FAQ rich snippets in search results.

AlsoAsked.com replicates “People also asked” questions and follow-ups.

Imagine a target customer clicking these questions. What is her buying journey? Can you optimize your ecommerce site for all of these possibilities?

Optimizing for “People also ask” boxes would presumably optimize featured snippets, too, as it’s the same algorithm for both.

“Which laptop is best for middle class family?” results in an option for a child.

“People also ask” provides search optimizers with valuable insights to understand their prospects’ shopping journeys. It is also a terrific source of content ideas. Review those questions when searching Google for your targeted query. Make it a habit.
Make sure the answers meet the searchers’ expectations. For example, some questions imply numbers in the response, such as prices. Others call for a list, such as queries for the best choices.

Clicking on “What is the best most affordable laptop?” produces additional questions.

Landing Page Tactics

“People also ask” boxes can drive traffic as every answer contains a link to the source.
Google implies that the questions could give searchers additional research ideas, stating (behind the three dots next to “People also ask”), “These questions are related to your search terms and may be helpful as a next step.”
Addressing “People also ask” queries on your landing pages will likely engage more shoppers by saving the hassle of seeking answers elsewhere.

According to Mozcast, “People also ask” appears in more than 85% of searches.

Office Depot’s landing page includes typical “People also asked” queries.

However, clicking “Which laptop is best for middle class family?” results in an option for a child.

Ranking in ‘People Also Ask’

That means the ‘People also ask’ section reflects potential buying journeys of your prospects and thus is very helpful when optimizing for just about any keyword query.

“People also ask” lists users’ questions related to the query.

In the example below, clicking on “What is the best most affordable laptop?” produces queries related to a Chromebook and the best laptop brand.
Clicking “What laptop should I buy for my child?” produces selections for homeschooling and a laptop for a 10-year-old.
To appear in “People also ask,” provide concise, informative answers to related questions. Use HTML headings to direct Google to the correct section.
The Q&A section on Office Depot’s landing page appeared in Google’s search results.

Valuable Insights

“What laptop should I buy for my child?” produces a homeschooling selection.