The Sprocket Guide To
Google's People
Also Ask Feature

Optimise Your Content 
For 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.

Why is ‘People Also Ask’ Important for SEO?

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.

How to Collect ‘People Also Ask’ Questions

Before optimising for ‘People Also Ask’, we first need to find relevant questions that users may ask about your business or product. Sprocket’s SEO team are experts at researching and developing this for our clients. Researching keywords and their search results can develop ideas for ‘People Also Ask’ optimisation. By looking at real ‘People Also Ask’ boxes that appear in SERPs, we can begin to determine what users want to know and concentrate on answering these questions. We also use tools, AI generators and other methods to discover which questions are potentially powerful and focus on them rather than blindly testing all possible ideas.

“Optimising for ‘People Also Ask’ requires content optimisation and on-page SEO efforts.”

How to Optimise for ‘People Also Ask’

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.

Grow Your 
Business Today

Taking the first step is the easiest part with Sprocket Digital. Simply describe your company and schedule a free no-obligation consultation to find out how we can help scale your business and increase your revenue.

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    What Our Clients Say About Us

    With well over one hundred 5-star Google reviews, its safe to say we are the real deal. Client relationships and demonstratable results are our priority. If you'd like to know more, we'll even let you talk to some real clients.

    Chris Sinclair ★★★★★ Great team to work with, we've experienced growth from day 1 and we're still going! Thank you team Sprocket DigitalAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.Lance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.Ketaki Rasmussen ★★★★★ Sprocket has experts who can take your digital marketing to the next level, and you get personalised service with a dedicated account manager to help you achieve growth. Great to deal with.Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Andrina Shieffelbein ★★★★★ Sprocket has been amazing for my small buisness! Can't recommend enough if you want results from your advertising!NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!Matt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Speednation ★★★★★ Outstanding, the team at Sprocket have been tremendous, and taken our store to the next level. Ronnie and the team are on to it and get things done quickly to a high standard. If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.Dylan Carter ★★★★★ Sprocket Digital is the real deal! They have turned our company around in our initial month of working with them and I could not recommend them more.The team is super helpful always making the time to have meetings with us and answer our endless amounts of questions.We are looking forwarded to working with them for the long term!cam scott ★★★★★ So far all of my requests from Sprocket Digital have been handled very professionally and timely. I am really enjoying the level of communication and how easily approachable the team is.Maggie from Astound Smile ★★★★★ We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Meelee Joe ★★★★★ Great working with the team at Sprocket Digital! We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsNudi Point ★★★★★ FINALLY... a digital marketing company that actually gets the results. This is the 5th business I have dealt with in the last 7 years - and the only business that has proven results. Our sales have increased hugely and it's only been 1 month. Harry is amazing to work with and the whole team at Sprocket Digital know exactly what they're doing. The results speak for themselves. Highly recommend!Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!Megan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket Digitaljs_loader


    Client Testimonials


    Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.

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    Level 1/694 Great South Road, Penrose, Auckland [email protected]
    Sprocket Digital
    Based on 126 reviews