Using PAA to Inform Your Landing Page Content
The PAA feature on search results pages provides strong hints for what follow-up questions may be to a given query.
Seer Interactive contributor Kathryn Owens has published an article featuring some advice on optimizing landing pages using PAA.
She says, “Let’s look at PAA questions by search term combined with our paid search metrics. From there we can see opportunities to update our landing pages with content to answer the ‘next question’ and provide a better experience.
Context leads to empathy and the ability to provide comprehensive content. Understanding a human’s secondary questions before they even type them into search – that’s quite the competitive edge built on empathy for your user.
Analysis Methodology:
- Pulled a search query report from Ads
- Scraped PAAs from search results for our paid terms
- Broke PAA Questions down to unigrams (1 word).”
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