Similar questions on Google - how do you get into People Also Ask and is it worth it?

It is not only the rate of change of Google's algorithms that is rapid. The appearance of the search engine results page (SERP) itself is also undergoing constant metamorphosis. New in this respect is the Similar Questions field, which arouses mixed feelings. Users appreciate this convenience, but for many site owners it is another challenge to overcome in order to appear high in search results and reach web users. Read on to find out what Google's Similar Questions actually are, what pages get included in the extended search results and whether it is worth competing for a place in these results.

Similar questions - is the feature already available in Poland?

Box People Also Ask (PAA) first appeared in search results back in 2015! For a long time, however, it was only available in Google's English version. Now, this (what some call a groundbreaking) feature has also appeared in Poland - under the name Similar Questions. It allows users to search for answers to their queries more effectively and efficiently. Google has thus demonstrated an even more customer-centric approach. Since 2012, the tech giant has clearly defined its mission as 'moving from being an information engine to being a knowledge engine'. This means a desire to answer users' queries as quickly as possible on the search results page, rather than forcing them to click through multiple results and wait for the relevant site to load.

It is worth knowing that Time To Result is a key indicator that Google uses to measure its results. To reduce this time and eliminate search problems, it has already implemented a number of other features in the SERPs e.g. extended passages, knowledge graph or recommended passages with the answer.

What does a box with similar questions look like?

You may already have been exposed to the People Also Ask section. It is an extended search result Google, which displays a box with queries from other users in relation to your original search. Clicking on the result from the PAA opens an excerpt of the answer from the website in question with a link to it. Expanding an answer simultaneously causes new questions to be dynamically added to the PAA field. Typically, the initial Similar Questions field contains four, less commonly three questions. 

See the Similar Questions section before developing one of the answers:

And this is what the same section looks like after developing one answer:

Similar questions versus position zero - what is the link between the two?

In the first screen shot above the block of similar questions you can see another SERP feature, the featured snippet. These are featured snippets with an answer also referred to as item zero. Similar questions and featured snippets are closely related. If the site manages to position itself as zero, it is also likely to find itself in similar questions and vice versa. And below is the proof. An excerpt from cookidoo.ca, which is answered in Similar Questions on: How do you cook pasta in a Thermomix? is also found in position zero when this phrase is typed into Google.

Is it worth finding yourself in a section with similar questions?

Perhaps you are now wondering how to do this? How do you get into a box with similar texts? However, let's hold off on the clues for a while longer. Let's first consider whether the game is worth the candle. Appearing in Similar Questions is not just a plus, especially when viewed from the perspective of the site owner. Yes, the box makes it easier for users to search, but it also results in a lack of further interaction. Think how few Internet users will go to the site if they get the answer by developing a passage in Similar Questions. This is the only, but considerable doubt about the benefits of appearing in this field.

Page optimisation for similar questions

Use NLP (natural language processing)

Natural language processing (NLP) technology combines the fields of linguistics and the workings of artificial intelligence (AI). In simplest terms, NLP makes human language understandable for machines. Search engines use this technology to best match page results with the information you are looking for. The multi-level and complexity of human language makes NLP one of the most challenging departments in machine learning. 

Writing 'under NLP' is characterised by simple, direct language that is easy for both bots and Google users to understand. While it may be tempting to write in a conversational style or full of embellishments, it will not enable you to hit the box with similar questions. Perhaps 'NLP' written content will initially seem repetitive or even robotic to you, but it also enables you to understand the message when stripped of the wider context.

Use structured data

Structured data, or schema markups, is the language of search engines that allows them to accurately understand the content of your pages. Implementing structured data is therefore, in a nutshell, about translating content from the website into the language of the schema.org and placing this translation in the appropriate places on the page. Correctly implemented structured data is a big help for robots when selecting results.

To increase your chances of a place in similar questions, use Q&A or FAQ tags. How do you implement them? The recommended method is JavaScript code JSON-LDwhich is embedded in the header <head> or page content <body>. Such code can be generated using schema generator tools such as Schema Markup Generator or Markup Helper from Google. Using both of these tools involves selecting the relevant tag (e.g. FAQ, recipe, event) and filling in the form or tagging the relevant sections on the page preview with structured data.

Those familiar with the schema.org language specification can write code by hand without using generators.

Reply in the format expected by Google

Although the majority of answers in the similar questions field are textual, Google expects you to also include lists, sometimes images or tables that can best answer the question. If you are trying to rank in similar questions, check the format of the actual answer. It is a good idea to imitate this format. Of course, we are not talking about plagiarising the content itself.

Ensure high quality content and enhance the authority of the website

Writing better quality content will increase your chances of being featured in the Similar Questions box. Although it is not a rule, sites that are credible and considered expert are most likely to appear in People Also Ask. Therefore, you should ensure that you have valuable, factual and expert content on your company blog. 

Similar questions on Google are a convenience for users and an opportunity for sites

The like-questions box is still a novelty and a challenge for some people who position their website on Google. After reading this article, you already know what this feature is and how to optimise your site for PAA. Although it is not the most important task or priority in your strategy SEO, can be an opportunity to increase organic impressions and even clicks.