How to Implement People Also Ask (PAA) for AEO in 2026

Implementing People Also Ask (PAA) optimization for Answer Engine Optimization requires a strategic approach that focuses on creating interconnected, question-based content that answers related user queries. The key is building content clusters around your primary topics while anticipating the natural progression of user questions that search engines will surface in PAA boxes.

Why This Matters

People Also Ask boxes have become critical real estate in search results, appearing in over 70% of queries in 2026. These expandable question boxes drive significant traffic and establish topical authority with both traditional search engines and AI-powered answer engines like ChatGPT, Claude, and Bard.

When you optimize for PAA, you're essentially training AI systems to recognize your content as a comprehensive resource for related questions. This creates a multiplier effect where ranking for one PAA question often leads to visibility for multiple related queries within the same topic cluster.

How It Works

PAA boxes generate dynamically based on user search patterns and semantic relationships between queries. When someone searches for "best project management software," the PAA might include "What features should project management software have?" or "How much does project management software cost?"

Search engines and AI systems analyze these question patterns to understand user intent and surface the most relevant follow-up questions. Your content needs to anticipate and answer these natural question progressions to capture PAA visibility.

Practical Implementation

Research PAA Questions Systematically

Start by searching your target keywords and manually collecting PAA questions that appear. Use tools like AnswerThePublic, AlsoAsked, or Semrush's Keyword Magic Tool to expand your question research. Create a spreadsheet tracking primary keywords, related PAA questions, and current ranking content.

Don't stop at surface-level collection. Click through PAA boxes to reveal additional questions – this mimics user behavior and uncovers deeper question layers that competitors often miss.

Structure Content for Question Clusters

Organize your content around question themes rather than individual keywords. Create comprehensive pillar pages that address primary topics, then develop supporting content that answers specific PAA questions in detail.

For example, if your pillar content covers "email marketing strategies," create dedicated sections or separate pages for PAA questions like "How often should you send marketing emails?" and "What's the best time to send marketing emails?"

Optimize Answer Formatting

Structure your answers using the inverted pyramid approach: lead with a direct, concise answer in 40-60 words, then expand with supporting details. This format serves both featured snippets and PAA boxes effectively.

Use clear headers that mirror the exact PAA question phrasing when possible. Include numbered lists, bullet points, and tables to make information scannable. AI systems favor well-structured content that clearly answers specific questions.

Implement FAQ Schema Markup

Add FAQ schema markup to pages containing multiple related questions and answers. This structured data helps search engines understand your content organization and increases PAA visibility chances.

Focus on implementing schema for your most comprehensive pages that answer multiple related questions within a topic area.

Monitor and Expand Coverage

Track your PAA rankings using tools like Semrush or Ahrefs, which now include PAA tracking features. When you rank for one PAA question, research what additional questions appear in those results and create content to target them.

Set up alerts for new PAA questions appearing for your target keywords. Search behavior evolves constantly, and new questions emerge as trends and user needs change.

Cross-Link Question Content

Create internal linking networks between related question-based content. When answering one PAA question, naturally link to other pages that address related questions users might have.

This internal linking strategy helps search engines understand your content relationships and can lead to dominating entire PAA sections for topic areas.

Key Takeaways

• Research systematically: Use multiple tools and manual searches to build comprehensive lists of PAA questions, going beyond surface-level collection to uncover deeper question layers

• Structure for question clusters: Organize content around themes of related questions rather than individual keywords, creating pillar pages with supporting question-specific content

• Format answers strategically: Lead with concise 40-60 word direct answers, then expand with details using clear headers, lists, and structured formatting

• Implement FAQ schema markup: Add structured data to comprehensive pages with multiple Q&As to help search engines understand your content organization

• Monitor and expand continuously: Track PAA rankings, research emerging questions, and create internal linking networks between related question-based content to dominate topic areas