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You’ve found a popular PAA question. Your page is not currently the source of the answer. You rank in the top 10 when you search Google for that question. Good. Now, how do you optimize your page? Most of the same best practices exist here as when optimizing for featured snippets. Here’s the basic process: 20 optimize paa Let’s go through each of these in more detail. Is the answer to the question on the page? If the answer isn’t on your page, you need to add it. After all, there’s zero chance your page being selected as an answer source if it isn’t actually a source. Note that you don’t necessarily need to use the same exact wording here.


For example, Healthline is the source of the answer for the indian phone number question “What is a dehumidifier used for?”, but the page itself doesn’t use this phrasing. Google pulls the answer from the intro below the H1 that reads “What Does a Dehumidifier Do?” Screenshot 2020 09 30 at 14.47.41 healthline source It’s also important not to shoehorn answers to irrelevant questions into your content. For instance, if your page is about the top 100 most visited websites, trying to optimize for a PAA question like ‘What is a website?’ is a bad idea. Is it in the format Google expects? Like featured snippets, PAA answers come in various formats. Text, tables, lists, and videos are most common. You can check which format Google expects by looking at the current answer to the question.



For example, it’s clear that Google expects an unordered list format for the question “What is the best accounting system for a small business?”: 21 paa unordered list If your content doesn’t match this format, it’s unlikely to be chosen as the answer source. You can fix this by making formatting changes to bring your content in line with expectations. As a bonus, this will also often make your content more digestible for other visitors. Is the code clean? Messy code can often confuse Google, so it pays to make things as clear as possible. That means using clear headings (H2, H3, etc.), and removing any unnecessary fluff. For instance, if we wanted Google to pull the answer to the question ‘How do I become an affiliate marketer?’ from this post, then it might be worth summarizing the key points from the seven steps straight after.