People Also Ask (PAA)
The People Also Ask block is the expandable list of related questions Google shows on most informational and commercial queries. For every SERP we collect, GeoBubbles parses the PAA block and stores the questions, the answering domain, and the source URL alongside the rest of the snapshot.
What we capture
For each PAA question on the SERP we record:
- Question — the exact text Google displays.
- Answering domain — the site Google pulled the visible answer from.
- Source URL — the page that answer links to.
This lets you see at a glance which sites Google currently trusts to answer the questions buyers ask around your prompts.
Where to find it
PAA data appears in two places:
- SERP Snapshots (per prompt) — the PAA block is rendered inline in the snapshot view, in the same position Google shows it, with brand and competitor rows color-coded.
- Scheduled Tasks / Reports — the
serp_snapshotsdata source exposes the parsed PAA list so you can summarise it in automated reports.
How to use it
- Content gaps — if competitors answer PAA questions on prompts you care about and you don't, that's a near-direct content brief.
- LLM grounding — PAA answers are exactly the kind of short, structured Q&A that LLMs love to cite. Owning PAA results is one of the more reliable ways to start showing up in AI Overviews and AI Mode citations on the same query.
- Intent expansion — PAA reveals the secondary questions users have. Use them to expand your prompt set.
Limits and caveats
- PAA is captured on the same cadence as the rest of the SERP snapshot — once per measurement cycle, per prompt.
- The number of PAA questions stored per snapshot follows whatever Google returned in the SERP at capture time; very long PAA blocks may be truncated.
- Google personalises PAA heavily. Two captures of the same query can show different questions. Trends matter more than any single snapshot.