Is Google’s “People Also Ask” Helping or Hurting Your Business?

Written by Don Sorensen. Don is an online reputation management authority whose expertise has been featured in the New York Times, USA Today, CNN Money, Forbes and other publications. He has helped numerous direct selling companies improve their online branding efforts. Don is an associate with Strategic Choice Partners.

Is Google’s “People Also Ask,” Helping or Hurting Your Business?

Over the years, Google has not only dominated the search engine market but has also continually refined its search algorithms and user interface to provide users with the most relevant and informative results. One such feature that has gained significant prominence is the “People Also Ask” (PAA) feature.

While researching for this article I did a review of the “People Also Ask” results for 20 of the top direct selling companies. I was concerned to learn that over 50% of the questions listed could be considered negative, and have a bad effect on the companies’ reputations. Here are some of the negative questions for direct selling businesses that show just under each company websites in the first page Google results:

• Is [company] a pyramid company?
• Can you actually make money from [company]?
• Why is [company] not FDA approved?
• Why did the US ban [company]?
• Is selling [company] legit?
• What happened to [company]?
• Is [company] a reputable company?
• What is going on with [company]?

In my twenty years working with direct selling businesses, I’ve seen multiple changes to Google’s algorithms. Today I’ll take a comprehensive look at Google’s “People Also Ask” feature, its significance, and its impact on the reputations of direct selling companies. I’ll conclude by offering 10 tips for influencing “People Also Ask” to improve your business reputation.

The Genesis of “People Also Ask”

Google’s journey to becoming the world’s most popular search engine began with a simple goal: to organize the vast sea of information on the internet and make it easily accessible to users. Over time, Google’s algorithms became increasingly sophisticated, and its search results more precise. However, the development of the “People Also Ask” feature marked a significant shift in how Google presents search results.

The “People Also Ask” feature made its debut in 2015. Initially, it appeared as a small set of related questions that popped up below the first search result. These questions were generated algorithmically and aimed to provide users with additional queries that might be relevant to their original search. Google’s goal was to anticipate user intent and offer a more interactive and engaging search experience.

How Does “People Also Ask” Work?

At its core, the “People Also Ask” feature is powered by Google’s machine learning algorithms. These algorithms analyze user behavior, search patterns, and the content of web pages to generate a list of related questions. When a user clicks on one of these questions, it expands to reveal a brief answer or snippet from a relevant webpage. Users can click on the source link to access the full content of the webpage.

Google’s algorithms constantly refine the questions and answers displayed in the “People Also Ask” box based on user interactions and the latest web content. This dynamic nature ensures that the feature remains relevant and adapts to evolving user needs and search trends.

The Significance of “People Also Ask”

“People Also Ask” makes searches more engaging, helps websites get noticed, and shows Google’s commitment to smarter searches. PAA provides quick answers for factual questions and inspires content creation.

• Enhanced User Experience: The “People Also Ask” feature enhances the user experience by providing a more interactive and exploratory search process. It encourages users to delve deeper into a topic, discover related information, and refine their search queries.

• Content Discovery: For content creators and website owners, PAA offers an opportunity to have their content featured prominently in Google’s search results. Appearing in the “People Also Ask” box can significantly increase the visibility of a webpage.

• Semantic Search: PAA is a testament to Google’s commitment to semantic search. It goes beyond traditional keyword matching and aims to understand the user’s intent and context, providing answers that are more relevant and meaningful.

• Content Inspiration: Content creators can use the questions in the “People Also Ask” box as inspiration for creating new content or optimizing existing content to address common user queries.

“People Also Ask” and Your Business Reputation

“People Also Ask” can have both positive and negative impacts on a business’s reputation, depending on various factors, including the content that appears in the PAA box and how the business manages its online presence.

Here’s a closer look at how the PAA feature can affect a business’s reputation:

Positive Effects

• Increased Visibility: If a business’s content is featured in the PAA box for relevant queries, it can significantly increase the company’s visibility and brand recognition. Being prominently displayed as a source of authoritative information can enhance a business’s reputation as an industry leader.

• Credibility and Trustworthiness: Having content featured in the PAA box can enhance a business’s credibility and trustworthiness. Users often perceive content within the PAA box as reliable, and this association can reflect positively on the business.

• Expertise and Authority: Being featured in the PAA box can position a business as an expert in its field. This can attract a larger audience and potential customers who view the business as a reliable source of information.

Negative Effects

• Misleading or Inaccurate Information: If incorrect or misleading information from a business’s website is featured in the PAA box, it can harm the company’s reputation. Users may associate the business with unreliable or even false information.

• Negative User Feedback: Users who encounter unsatisfactory or incorrect information in the PAA box may leave negative feedback or reviews, which can damage the business’s online reputation. Negative reviews can deter potential customers.

• Competitor Influence: If a business’s competitors consistently outrank it in the PAA feature, it can impact the perception of the business’s authority and expertise within the industry. Users may be more inclined to trust competitors’ content.

• Loss of Control: Businesses have limited control over what content appears in the PAA box. If third-party sources with differing viewpoints or negative information about the business are featured, it can negatively impact the company’s reputation.

10 Tips for Influencing “People Also Ask” to Improve Your Business Reputation

Influencing “People Also Ask” involves optimizing your website to increase the likelihood of being featured in the PAA box for relevant search queries.

Here are ten tips that you can employ to influence the PAA feature:

1. Use FAQ Pages: Create dedicated Frequently Asked Questions (FAQ) pages on your website. These pages should address common user questions comprehensively. Google may draw content from these pages for PAA results. Locate this FAQ in the “About Us” section of your website, and ensure that answers are approximately 40 words in length. I’ve also found it very useful to add dates to some of the answers.
2. Engage in Content Refresh: Keep your content up-to-date and relevant. Google tends to favor fresh and current information. Periodically review and update your content to maintain its relevance.
3. Answer User Questions Clearly and Concisely: Craft content that directly answers user questions in a clear and concise manner. Use headings, bullet points, and structured content to make it easy for both users and search engines to understand your answers.
4. Optimize for Featured Snippets: Featured snippets, which often appear in the PAA box, are typically brief, well-structured answers. Optimize your content to appear as a featured snippet by providing concise answers at the beginning of your articles or pages.
5. Implement Structured Data Markup: Structured data markup (e.g., schema.org) helps search engines understand the content of your website better. Implement structured data relevant to your content to increase the chances of being featured in the PAA box.
6. Identify Common User Queries: Conduct thorough keyword research to identify the most common questions and queries related to your business, products, or services. Tools like Google’s Keyword Planner can help identify popular search terms.
7. Optimize for Mobile: Given the increasing prevalence of mobile search, ensure that your website is mobile-friendly. Google often features PAA results prominently on mobile devices.
8. Leverage Multimedia Content: Include multimedia elements like videos, images, and infographics in your content. These can make your content more engaging and appealing to users, increasing the likelihood of it being featured in the PAA box.
9. Promote Social Sharing: Encourage social sharing of your content. Content that gains traction on social media and generates engagement signals may be more likely to appear in PAA results.
10. Build Backlinks and Authority: One of the methods we use most often is capturing high-quality backlinks. A strong backlink profile can improve your website’s authority, which can influence PAA rankings.

In conclusion, influencing Google’s “People Also Ask” feature can significantly impact a company’s online visibility, authority, and reputation. By implementing the strategies mentioned above and focusing on creating valuable, user-centric content, businesses can position themselves as reliable sources of information.

However, it’s crucial to remember that PAA results are determined by complex algorithms, and there are no guarantees of inclusion. Hence, businesses should approach PAA optimization as part of a broader search engine optimization (SEO) and content strategy. As search engines continue to evolve and user behavior changes, adapting and staying ahead in the digital landscape is paramount. Ultimately, the goal is to provide valuable answers to user queries, enhance the user experience, and build trust and credibility, all of which can positively influence your company’s reputation and online presence.

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