PAA

A dynamic search feature introduced by Google that displays a series of related questions and answers within search results. When a user clicks on one of these questions, the answer expands below it, often with a snippet of text pulled directly from a relevant web page. Each expansion may trigger additional related questions to appear, creating an interactive chain of user-driven exploration.

For marketers and SEO professionals, PAA represents an opportunity to gain visibility beyond the traditional ten blue links. Pages that provide concise, structured, and relevant answers to common questions have a higher chance of being featured in these boxes. Optimizing for PAA typically involves targeting long-tail, question-based keywords, using clear headings (H2 or H3), and ensuring that the answer immediately follows the question in natural language.

From a user experience perspective, PAA helps searchers refine their intent by offering contextual guidance. It reflects Google’s shift toward semantic search and intent-based discovery—focusing on what the user means rather than just what they type. For brands, earning PAA placements can improve authority, increase click-through rates, and reinforce expertise in specific topics.