The evolution of People Also Ask (PAA) on Google results over the last few years is well documented. They are generally viewed as an opportunity in SEO and often seen as an underexploited opportunity.
A brand SERP is what your audience sees when they search Google for your brand name. These questions Google suggests are not an opportunity. They are a must-have. Why? Because it’s essential to control as much real estate as possible on your brand SERP.
The context of the brand SERP
When someone searches for an exact match brand name, they are either navigating to the site or are looking for more information about the brand. If they are navigating to your site, they might only glance at the SERP, but they see at least what is above the fold (and PAA often appear high up in the SERP, above the fold). If they are looking for information about you, they are likely to look at the entire SERP, read the information and click on a link or two to find out more.
From Google’s perspective, it is trying to build a brand SERP that contains content (blue links, videos, images, Twitter Boxes, PAA) that is relevant, valuable, and helpful to that brand’s audience. That means the questions in the PAA boxes are what Google believes will be helpful and valuable to the user – the core questions the brand’s audience is asking. That’s a great insight in and of itself, especially when you consider the two types of questions.
Which two types of questions? Keep reading.
Questions about your brand
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Read Full Story: https://searchengineland.com/google-brand-serps-people-also-ask-381282
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