The Sprocket Guide To
Google's People
Also Ask Feature

One of our favourite new ways to improve content visibility and reach for our clients at Sprocket Digital is by optimising for Google’s ‘People Also Ask’ feature. ‘People Also Ask’ is a search engine results page (SERP) feature that shows common questions related to the original search query and provides answers to them. As you click on one of the questions, the box expands to give you a detailed answer and adds more questions related to the line you clicked. Currently, the ‘People Also Ask’ box appears in approximately 70% of desktop SERPs. Its popularity stems from the fact that it attracts users’ attention, clicks and helps bring traffic to your site.

Crucial if you want to improve website visibility and reach, here are the reasons optimising for ‘People Also Ask’ is so important:

Enhance Your Content Strategy
By containing questions that users are Googling, you can create content that answers them directly. Using this feature is a fine source of new content.

Increase Traffic with Relevant Answers
Rather than concentrating purely on where pages rank, it is the short and relevant answers that dictate which content is featured in ‘People Also Ask’. If your page provides concise and useful answers to common queries, it can appear in the ‘People Also Ask’ box and receive additional traffic, no matter where you rank.

Control Branded Searches
By providing answers to any possible questions users may ask about your brand, you can take control of your brand searches, improve your visibility and appear on the first SERP twice or more.

Evaluate Your Current Content
Content creation and optimisation are the first steps to take in terms of ‘People Also Ask’ optimisation. Sprocket analyses your website to check if you already have relevant pages to optimise. If you don’t, then we create new pages or add content to cover all the topics you need.

Keep Your Content Informative
Format content so that questions are followed by answers immediately, making sure the information provided is well-structured and logical. If a question requires a several-step answer, make use of bullet points, each covering the key idea of every step.

Structured Data
‘People Also Ask’ is technically a SERP feature, so Google needs to perfectly understand your content to be able to pull it there. Structured data is the best way to present information in the most digestible form. In the case of ‘People Also Ask’ optimisation, it’s a good idea to apply FAQs to your content.

Revise Meta Elements
Meta titles, meta descriptions, H1 – H4 headings, and other metadata helps search engines navigate your pages and properly understand your content.

Google Business Profile
If you run a local business, having a complete Google Business Profile is a must for you. Pay special attention to the Questions and Answers section. Try to envisage possible questions users may ask about your business and provide detailed yet clear and relevant answers.

Optimising for Google’s ‘People Also Ask’ feature is a smart way to improve your content’s visibility and reach. Websites require more detailed and relevant answers to ‘People Also Ask’ questions than ever before in order to ensure Google AI chooses your page as a source of information. To ensure you make the most of this result-enhancing SERP feature, contact Sprocket Digital today to learn more about our SEO services.

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