SEO for Google’s “Even People Ask”

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Google’s search results pages are evolving. New elements and sections present organic traffic opportunities. One of the most useful is “People ask too”. It is a self-contained section on the results page that lists user questions related to the query.

“People Ask Also” lists user questions related to the query.

According to Mozcast, “Even People Ask” appears in over 85% of searches.

Google implies that the questions may provide users with additional search ideas, stating (behind the three dots next to “People ask too”), “These questions are related to search terms and could be useful as a next step.”

Google has obtained a US patent on the selection of questions for “Even people ask”. Essentially it is based on actual searches in a question format.

This means that the “People ask too” section reflects the potential shopping trips of your prospects and therefore is very useful when optimizing for any keyword query.

Using “Even people ask”

When choosing a keyword to target, click several questions in the “People ask too” box. Note that each click triggers more questions.

In the example below, clicking “What is the best cheapest laptop?” produces queries related to a Chromebook and the best laptop brand.

By clicking on “Which is the best cheapest laptop?” produces further questions.

However, by clicking on “Which laptop is best for the middle class family?” results in an option for a child.

“Which laptop is best for the middle-class family?” results in an option for a child.

By clicking on “Which laptop should I buy for my child?” produces homeschooling selections and a laptop for a 10 year old.

“Which laptop should I buy for my child?” produces a selection of homeschooling.

Imagine a target customer clicking on these questions. What is your purchase path? Can you optimize your ecommerce site for all of these possibilities?

AlsoAsked.com is a third-party tool that replicates “Even people asked” questions and follow-ups. The tool can help structure your site’s shopping experience by knowing what visitors are looking for.

AlsoAsked.com replies the “People asked” questions and follow-ups.

Landing page tactics

Addressing the “people ask too” questions on your landing pages will likely engage more buyers and save you the hassle of looking for answers elsewhere.

Depending on the product, answer two to four questions on the page. Consider including a short FAQ or question and answer section on all pages you are optimizing. And don’t forget to use Schema.org’s FAQPage markup to generate rich FAQ snippets in search results.

Here’s a sample Q&A landing page, for laptops, from Office Depot.

The Office Depot landing page includes the typical “People asked too” queries.

Note the internal links in each answer above. All of them made it to Google’s SERPs, improving the click-through rate in Office Depot’s search snippets.

The Q&A section on the Office Depot landing page appeared in Google search results.

Ranking in “Even people ask”

The “Even people ask” boxes can drive traffic, as each question provides an answer with a link to the source.

The “Even people ask” boxes can drive traffic as each response contains a link to the source.

Optimizing for “Even people ask” boxes would presumably optimize featured snippets as well, since it’s the same algorithm for both.

To appear in “Even People Ask,” provide concise and informative answers to related questions. Use HTML headers to direct Google to the correct section.

Make sure the answers meet user expectations. For example, some questions involve numbers in the answer, such as prices. Others require a list, such as a query for best choices.

Some how-to, DIY questions require a video or image for a helpful answer.

Valuable insights

“Even People Ask” provides search optimizers with valuable insights into understanding potential customer shopping paths. It is also a terrific source of content ideas. Review these questions when you Google your targeted query. Get in the habit.

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