How to Find PAA Questions: From Google Search to Tool-Based Research

The most direct way to find PAA (People Also Ask) questions is to search for your target topic, locate the PAA section in Google’s search results, and expand each question to find related ones. If no PAA section appears, try variations of your query. You can also use AlsoAsked or Semrush to explore questions, but distinguish between PAA questions that actually appear in search results and question ideas from other sources. Do not label those ideas as PAA questions found in search.

Search for a topic, then expand related questions

According to Semrush’s 2024 article, you can search for a topic and look for the PAA section in the results. Clicking a question can reveal related ones, which you can expand to explore further. Rather than recording only the first few questions, explore those relevant to your target audience’s needs.

• First, identify your target topic and the problems your audience wants to solve.
• Search for the topic and record the original wording of relevant PAA questions.
• Expand the questions to collect related ones. If no PAA section appears, try phrasing your search differently.

For example, awoo’s 2022 article uses the query “how to use serum” and lists questions such as “Do you have to use serum?”, “When should you apply serum?”, and “How long after applying serum should you apply lotion?” These address whether serum is necessary, when to use it, and the order of skincare steps. These examples come from an older article; the same questions will not necessarily appear in searches today.

Use tools to explore related questions and keyword candidates

Semrush’s 2024 article describes two tool-based approaches. The features and steps below are based on that article; the tools’ current interfaces have not been verified.

• AlsoAsked: Enter a topic to see a visual map of related questions. Expand question nodes on the map to explore further questions related to the original query.
• Keyword Magic Tool: Enter a broad topic keyword and a domain, then select PAA under the SERP features option in the advanced filters to find keyword candidates that trigger the section. Next, inspect the questions in the search results preview.

The tools serve somewhat different purposes: AlsoAsked helps explore connections between questions, while Keyword Magic Tool filters keywords first and then lets you inspect the corresponding questions. When choosing primary keywords, the article also recommends considering search volume and how difficult it would be for the website to rank. These metrics can help you choose topics, but they do not directly tell you how often each question is asked.

When no PAA section appears, keep question ideas separate

If you cannot find a PAA section, there is no need to force your findings into a “PAA list.” In this situation, awoo’s 2022 article suggests compiling common questions based on your understanding of the industry and audience. Semrush’s 2021 article also notes that, when available, autocomplete, related searches, and bolded related terms in search snippets can help you find terms with related meanings. These are not PAA questions.

When organizing your findings, keep “PAA questions found in search” separate from “candidate questions from other sources.” Consider the need behind each question and check whether your website already provides an answer. Keep questions that already have complete answers for reference, and consider unanswered questions when planning future content.

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