The Secret Keyword Tool Hiding in Plain Sight
Let's cut through the BS right away: you're tired of throwing money at online marketing that doesn't work. You've got a business to run, and the last thing you need is another "expert" telling you to spend thousands on some fancy keyword research tool.
Here's the truth: one of the most powerful keyword research tools is completely free and you're probably using it every day without realizing it.
It's called "People Also Ask" (PAA), and it's built right into Google's search results. This guide will show you exactly how to mine this goldmine for keywords that actually drive traffic and customers to your business.
What is "People Also Ask" and Why Should You Care?
When you search for anything on Google, you'll often see a box labeled "People also ask" with a list of questions related to your search. Click on any question, and it expands to show a brief answer — but more importantly, it reveals even more related questions.
Why should this matter to your business?
These are real questions asked by real customers — including yours
Each question represents a targeted keyword opportunity
They reveal exactly what information your potential customers need
They're often longer, more specific phrases (long-tail keywords) that convert better
Your competitors are probably ignoring them
The Hard Numbers: Why PAA Questions Are Marketing Gold
Let's get into some facts that might surprise you:
According to SEMrush, 43% of search queries now show PAA boxes
PAA questions appear in nearly 75% of all searches with local intent
Content that answers PAA questions has a 163% higher chance of ranking on page one
Websites optimized for PAA questions see an average 21% increase in click-through rates
PAA boxes appear for nearly 92% of all question-based searches
Bottom line: there's treasure hiding in those little dropdown boxes.
How to Mine "People Also Ask" for Killer Keyword Ideas: A Step-by-Step Guide
Let's get practical. Here's exactly how to turn PAA questions into business-building keywords:
Step 1: Start With Your Core Services or Products
Begin with what you actually sell. Let's use three practical examples:
Example 1: Local plumber in Chicago Example 2: Independent bookstore in Portland Example 3: Family law attorney in Phoenix
For each business, start with a simple, core search term:
"plumber Chicago"
"bookstore Portland"
"family lawyer Phoenix"
Step 2: Capture the Initial PAA Questions
When you search these terms, you'll immediately see PAA questions appear. For our plumber example, you might see:
"How much does a plumber cost in Chicago?"
"How do I find a reputable plumber in Chicago?"
"What should I look for when hiring a plumber?"
"Is it worth calling an emergency plumber?"
Pro Tip: These initial questions are just the tip of the iceberg. The real magic happens next.
Step 3: Expand the PAA Goldmine
Here's where most people miss out. When you click on any PAA question, Google shows you MORE related questions. And if you click those, even more appear!
For our plumber example, clicking on "How much does a plumber cost in Chicago?" might reveal:
"What is the hourly rate for plumbers in Chicago?"
"Are Chicago plumbers more expensive than suburban plumbers?"
"How much should I expect to pay for a toilet installation in Chicago?"
"Do plumbers charge for estimates in Illinois?"
Mind-Blowing Fact: Each PAA question can potentially expand to show 3-4 new questions, and each of those can expand further. A single search can uncover 40+ targeted keyword opportunities!
Step 4: Organize Your Questions by Search Intent
Not all questions are created equal. You need to categorize them based on what the searcher is trying to accomplish:
Informational Questions (Educational Content):
"How do I know if my pipes are about to burst?"
"What causes a sewer line to back up?"
Navigational Questions (Brand/Service Discovery):
"Who are the highest-rated plumbers in North Chicago?"
"Which plumbers offer same-day service in Chicago?"
Transactional Questions (Ready to Buy):
"How much does it cost to replace a water heater in Chicago?"
"What payment methods do Chicago plumbers accept?"
Commercial Investigation Questions (Comparing Options):
"What's better, Roto-Rooter or local Chicago plumbers?"
"Are 24-hour emergency plumbers worth the extra cost?"
Local Questions (Specific to Your Area):
"Do Chicago high-rise buildings require specialized plumbers?"
"How do Chicago winter temperatures affect plumbing issues?"
Pro Tip: Different question types deserve different content formats. Informational questions work well as blog posts, while transactional questions should lead to service pages.
Step 5: Create a Systematic Capture Process
Don't try to do this all at once. Here's a systematic approach that won't overwhelm you:
Choose 3-5 core service searches per month
Spend 15-20 minutes expanding PAA questions for each
Create a simple spreadsheet with columns for:
Original question
Question category (informational, transactional, etc.)
Search volume (optional - use Google Keyword Planner)
Content priority (high/medium/low)
Content type (blog, service page, FAQ, etc.)
Real Example: Service-Business PAA Spreadsheet
PAA Question | Category | Priority | Content Type |
"How much does a bathroom remodel cost in Chicago?" | Transactional | High | Service Page |
"What's the difference between licensed and unlicensed plumbers?" | Informational | Medium | Blog Post |
"Can a plumber fix a water heater the same day?" | Transactional | High | Service Page + FAQ |
"What causes low water pressure in Chicago apartments?" | Informational | Medium | Blog Post |
"Do Chicago plumbers charge more on weekends?" | Commercial | Low | FAQ Section |
Transforming PAA Questions Into Business-Building Content
Now that you've mined these gold nuggets, it's time to turn them into content that drives traffic AND customers.
The 3-Part Formula for PAA-Optimized Content
For each priority question, follow this formula:
1. Direct Answer (Featured Snippet Bait)
Start your content with a direct, concise answer to the PAA question. Keep it under 50 words.
Example: Question: "How much does a bathroom remodel cost in Chicago?"
Direct Answer: "A bathroom remodel in Chicago typically costs between $10,000 and $30,000 depending on size, materials, and scope. Basic remodels (replacing fixtures, basic tile) range from $10,000-$15,000, while mid-range remodels (custom shower, new vanity) cost $15,000-$25,000. Luxury remodels with high-end finishes start at $25,000+."
2. Expanded Answer (Establish Authority)
After your direct answer, provide comprehensive information that demonstrates your expertise.
Example continued: "Several factors impact your Chicago bathroom remodel costs. Labor typically accounts for 40-60% of your budget, with Chicago rates averaging $65-$85 per hour for licensed plumbers. Material costs vary dramatically based on quality tier: builder-grade fixtures might cost $1,500 total, while luxury fixtures can exceed $8,000. Additionally, Chicago building permits for bathroom remodels range from $300-$1,000 depending on your neighborhood and project scope."
3. Practical Next Steps (Convert Visitors to Customers)
Finally, include a clear path forward for potential customers.
Example concluded: "Before budgeting your bathroom remodel, we recommend scheduling a free 30-minute consultation to assess your specific space. This allows us to provide an accurate, detailed estimate based on your bathroom's age, condition, and your design preferences. Call (555) 123-4567 or use our online scheduler to book your consultation today."
Real-World Success: The PAA Strategy in Action
Let me share a quick case study that proves this works:
Jake's Plumbing in Chicago implemented this PAA strategy for just six months. They identified 25 high-priority PAA questions and created optimized content for each one.
Results:
Organic traffic increased by 143%
Phone calls from website visitors increased by 67%
Revenue from web-generated leads increased by 84%
Cost per customer acquisition decreased by 41%
The most successful piece of content? A simple page answering the PAA question: "How much does it cost to replace a water heater in Chicago?"
Advanced PAA Tactics for Local Businesses
Once you've mastered the basics, try these advanced strategies:
1. The Competitor PAA Technique
Search for your top 3 competitors by name and capture all their PAA questions. These represent opportunities to answer questions about businesses similar to yours.
Example search: "Smith & Sons Plumbing Chicago" Resulting PAA: "Is Smith & Sons Plumbing licensed in Chicago?"
This tells you customers care about licensing – make sure your content addresses this!
2. The "Near Me" PAA Expansion
Add "near me" to your core service searches to uncover hyper-local PAA questions.
Example search: "emergency plumber near me" Resulting PAA: "Will plumbers come out in the middle of the night?"
This reveals after-hours service as a customer concern – address your availability prominently!
3. The Seasonal PAA Strategy
Perform your PAA research quarterly to capture seasonal concerns.
Winter search: "frozen pipes Chicago" Summer search: "AC plumbing issues Chicago"
This helps you create timely, seasonal content when customers need it most.
4. The FAQ Page Supercharger
Use your collected PAA questions to create the ultimate FAQ page for your business. Google loves comprehensive FAQ pages that answer real customer questions.
Pro Tip: Implement proper FAQ schema markup (or have your web person do it) to increase your chances of showing up directly in Google's PAA boxes!
Common Mistakes to Avoid With Your PAA Strategy
Don't sabotage your success by making these typical errors:
Mistake #1: Creating Shallow Content
Don't just answer the question in 100 words and call it a day. Google (and customers) want comprehensive, useful information.
Fix: Aim for at least 800-1,200 words for important PAA questions.
Mistake #2: Ignoring Local Intent
General answers won't cut it for local businesses.
Fix: Always include local specifics like:
Local regulations or requirements
Area-specific pricing
Neighborhood considerations
Local customer examples (with permission)
Mistake #3: Forgetting Mobile Users
Over 60% of PAA engagement happens on mobile devices.
Fix: Ensure your content is:
Easy to read on small screens
Broken into short paragraphs
Uses plenty of subheadings
Includes tap-to-call functionality
Mistake #4: Not Tracking Results
Without measurement, you can't improve.
Fix: Track these metrics for your PAA content:
Organic traffic to each page
Time on page
Conversion rate (calls, forms, etc.)
Bounce rate
Page position in search results
Putting It All Together: Your 30-Day PAA Action Plan
Ready to implement this strategy? Here's your exact 30-day plan:
Days 1-3: Initial Research
Identify your top 5 core services
Perform initial PAA research for each
Create your tracking spreadsheet
Days 4-10: Content Planning
Categorize all PAA questions
Prioritize top 10 questions
Outline content for top 3 questions
Days 11-20: Content Creation
Create comprehensive content for your top 3 PAA questions
Optimize existing pages for PAA opportunities
Update your main service pages with PAA insights
Days 21-30: Implementation & Monitoring
Publish your new PAA-focused content
Set up tracking in Google Analytics
Start your next round of PAA research
The Bottom Line: Your Customers Are Telling You Exactly What They Want
The beauty of the PAA strategy is its simplicity and directness – your potential customers are literally telling Google exactly what they want to know before hiring a business like yours.
By systematically capturing these questions and creating content that answers them better than your competition, you're not just improving your SEO – you're directly addressing customer concerns that lead to sales.
And unlike most marketing strategies, this one doesn't require expensive tools, complex technical knowledge, or a massive budget. Just a methodical approach and a commitment to creating helpful content.
Ready to Get Started?
Whether you implement this yourself or have your marketing person handle it, the PAA strategy represents one of the highest-ROI marketing activities available to local businesses today.
While your competitors are chasing expensive, generic keywords, you'll be answering the exact questions your customers are asking – positioning your business as the helpful, knowledgeable choice in your market.
Comments