If you had to choose one thing that you love most about Nozzle, what would it be? 

Would it be the ease of analyzing your competitors, tracking as many keywords as you want, the flexible scheduling or getting analytics on all of the SERP features by using <a href="https://nozzle.io/blog/introducing-nozzle-vision" target="blank">Nozzle vision</a>? 

We’ve had some great feedback from several of our customers sharing what they value and use the most. Here are some highlights:
![Competitors with the most top 10 rankings](//images.ctfassets.net/z8uwv83tofbw/3bY24GW4kF0kFcpw1rv9Fw/facb569e56f6d0712cc513d44a3a8451/Competitor-s_with_the_most_top_10_rankings.jpg)
<a href="https://atlantaadvocate.com/" target="blank">Jonathan Goudy</a> has been able to hone in on his competitors, since Nozzle collects data for every one of your competitors, whether you've added them in or not. He explained:

> “What had happened was we assumed there were two law firms (competitors) who dominated the SERPS in our market for the search terms we wanted to rank for. They would always show anytime we manually searched within Google.
>
> We were about to push their content strategy. Which would have been a waste.
> 
> After reviewing the data Nozzle offered, we realized they were actually not performing as well, and there was another law firm dominating who had a completely different content strategy. This confirmed that we were on the right track with what we were doing at that time.”

This is crucial, to <a href="https://nozzle.io/blog/finding-your-top-serp-competitors-across-all-your-keyword-groups" target="blank">find your top SERP competitors</a> and stay ahead of them. 

---

<a href="http://roi.cl" target="blank">Juan Carlos Perez</a> includes a SERP <a href="https://nozzle.io/blog/featured-snippet-competitor-analysis" target="blank">competitive analysis</a> whenever he sends a bid to a potential client to demonstrate how they stack up against their competition.

> “I'm using Nozzle for my research when I quote. I want to move the team from keyword.com to Nozzle. But when selling, showing the prospect that you UNDERSTAND his market, competitors and what can be done, it makes all the difference.”

![See Nozzle's helpful competitor charts](//images.ctfassets.net/z8uwv83tofbw/7aC2cYyQZ2ip8xWxhBNEME/aca56ba8db1ce2686d1be630d62264f2/New_-_charts.png)

He was asked, “In your quotes, you are showing them basically the table from the Share of Voice dashboard? Are you choosing any Segments like Featured Snippets or Top Ten Rankings or do you just leave it on Unpaid?”

His response was that he uses Unpaid and Featured Snippets for a report because he managed to get the client Featured Snippets in a lot of queries. 

As far as the amount of keywords he usually puts in their project to prepare for the quote, he said, “It depends. Now, ~100 keywords. In others, 40-50. I’ve never had to do it with long-tail.”

And then he said, “For me, it's helping a lot with proposals.”

---

When <a href="https://nozzle.io/blog/track-serp-rankings-for-an-unlimited-amount-of-competitors-with-nozzle" target="blank">analyzing competition</a>, <a href="https://peter.macinkovic.id.au/" target="blank">Peter Macinkovic's</a> go-to's are to track and categorize keywords using the Share of Voice dashboard. He loves using the graph in his presentations.

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">There&#39;s a bar graph on SOV that showcases the rankings for each tracked domain and its amazing.<br><br>Basically showcases how dominant particular domains are. I love this graph, use it in multiple presentations and always blows people away. Takes a few clicks to get to though.</p>&mdash; Peter Macinkovic (@inkovic) <a href="https://twitter.com/inkovic/status/1530198490772799488?ref_src=twsrc%5Etfw">May 27, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Not that one, the one I find useful is the bar graph with the positions. I usually group by domain (excl Google in segment) for reports across KW grouos. Visually showcases the dominance of a website/competitor. Also great for comp research. <a href="https://t.co/SLN6V3FQab">pic.twitter.com/SLN6V3FQab</a></p>&mdash; Peter Macinkovic (@inkovic) <a href="https://twitter.com/inkovic/status/1530211731645276160?ref_src=twsrc%5Etfw">May 27, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

---

<a href="https://taylormurchison.com/" target="blank">Taylor Murchison</a> is one of our biggest fans, proclaiming we’re the best <a href="https://nozzle.io/blog/pixels-from-top-a-nozzle-feature" target="blank">pixel from the top</a>/above-the-fold tracking he’s seen and he uses it everyday.

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Also, can’t believe I didn’t include <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a> on this first list. I absolutely use it every day. Best rank tracker on the market and it’s not even close.</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1505939110267080704?ref_src=twsrc%5Etfw">March 21, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">As usual, s/o <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a>. If you/your company don’t have it yet, you’re late to the party.</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1448841795752845312?ref_src=twsrc%5Etfw">October 15, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Dude have you ever seen <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a>? Best pixel/above-the-fold tracking I’ve seen. They’re on AppSumo right now with unbelievable lifetime deals. (I’m not an affiliate, just a fan/user)</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1448751401480474635?ref_src=twsrc%5Etfw">October 14, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Since Google is no longer listing their <a href="https://nozzle.io/blog/evolution-google-serp" target="blank">search engine results page</a> in a “top 10 list”, he uses Nozzle for <a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features" target="blank">SERP Tracking</a> as a replacement for Rank Tracking.

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">This is partly why I&#39;ve been such an advocate for <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a> since I became a user. Rank tracking is coming to an end - SERP tracking is taking it&#39;s place. <a href="https://t.co/ublCZqoioT">https://t.co/ublCZqoioT</a></p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1541848320737480704?ref_src=twsrc%5Etfw">June 28, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

---

<a href="https://locomotive.agency/" target="blank">JR Oakes</a> loves Nozzle for its <a href="https://nozzle.io/blog/paa-expansion-method" target="blank">PAA data and reports</a>. From an <a href="https://searchengineland.com/brand-reputation-and-the-impact-of-google-serp-selections-345005" target="blank">article</a> on his blog he states:

In order to start the process of understanding company PAA results, we needed to first obtain a list of companies. This Github report has collected Fortune 500 company lists from 1955 onward and had 2019 in an easy-to-parse CSV format. We loaded the company names into Nozzle (a rank tracking tool we like for its granularity of information) to begin daily data collection of US Google results. Nozzle dumps their data to BigQuery which makes it easy to process into a format readable by Google Data Studio.

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Adding to Nozzle and pulling the PAA results for each company brand search, we found that 85% of these companies had PAA results for Desktop US searches. 7/20</p>&mdash; jroakes.ipynb (@jroakes) <a href="https://twitter.com/jroakes/status/1336433936252145664?ref_src=twsrc%5Etfw">December 8, 2020</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

When you’re able to <a href="https://nozzle.io/blog/the-importance-of-analyzing-paas-by-industry" target="blank">analyze the questions people are asking in your own industry</a> you can fine tune your answers to meet people’s needs, addressing their pain points and making content more relevant.

If you are new to the concept of using the PAA boxes, <a href="https://nozzle.io/blog/what-are-people-also-ask-boxes-and-how-do-you-rank-in-them" target="blank">this article</a> will get you started with this useful practice.

---
![flexible scheduling](//images.ctfassets.net/z8uwv83tofbw/6mg87exe4kzoHUag1RhirO/e3a1de345ec2b70bddb9784e98b6d1f9/image.png)
<a href="https://www.everythingdigitalmarketing.com/seo-for-food-bloggers" target="blank">Ty Kilgore</a>, loves the <a href="https://nozzle.io/blog/the-power-of-flexible-scheduling" target="blank">power of flexible scheduling</a> Nozzle provides. They track keywords on a weekly basis for all of their clients, and depending on when the weekly reporting call is for each client, they schedule to pull SERP data for them the <a href="https://nozzle.io/blog/hourly-rank-tracking" target="blank">day before</a> they present their report, which ensures they are providing their client with information that is up to date and accurate. 

Most rank trackers don't let you choose as granular a schedule for rank tracking, whereas with Nozzle, you can come up with any customized scheduling you want.
### Conclusion
There are a lot of features Nozzle offers that are easy to fall in love with, whether it’s analyzing your competitors, tracking as many keywords as you want, choosing a specific flexible schedule, getting analytics on all of the SERP features, or falling in love with any of the many more features we have.

We’d love to hear what it is you love best! Send us a comment and share! 

Competitors with the most top 10 rankings

Feedback from several of our customers sharing what they value and use the most with Nozzle.

Helpful Features 6 Nozzle Clients Love

Nozzle Use Cases

You can get more out of your data when you change your focus from “rank tracking” to “SERP tracking.” 

A simple ranking tracker will show you where a certain page ranks for a certain keyword in the organic search results – the classic top 10 positions that, for years and years, online marketers have been pursuing.

Unfortunately, over those years, paid ads have pushed the top organic rankings further and further down the results page, so even that coveted #1 organic position might struggle to appear above the fold. 

![seo above the fold](//images.ctfassets.net/z8uwv83tofbw/5a2d2iKTSN3xSDv26AdnIf/fb2794aabe3ac7e19af73a0fd230e988/seo_above_the_fold.png)

On top of that, Google continues to develop and include new features in its SERPs that can push those organic rankings even further down.

Now, where you once had ads and organic results, you have Featured Snippets, People Also Ask (PAA) boxes, Local Packs, Top Stories, Popular Products, Social Results, Videos, and more.

So, it is all too conceivable that your number #1 ranking might not be quite as awesome as it once was.

Don’t get us wrong, it’s still pretty awesome.

It’s just now, getting your brand in front of more people, may require getting into the most common and most important SERP features. 

### Get into More Features When You Change Your Rank Tracking Mindset

Online marketing success is not just about reaching that #1 spot. It’s about appearing on the SERP in as many places as you can.

This is why you can get more out of your time with Nozzle if you think of it as a SERP tracker instead of just a rank tracker.

There are so many more ways to get your brand in front of your customers than regular organic and paid results.

You just have to know how to take advantage of all the features that Google might serve up.

Admittedly, that’s one of the potential hurdles right there:

How do you even know what is likely to trigger a PAA box?

How do you know if Google will deliver a Featured Snippet for a given keyword?

What if all the keywords you’ve been targeting for the last few months aren’t going to get you into any of these features?

Keep in mind that the more your branded assets (social media, videos, etc.) show up in these features, the more SERP real estate you will own.

When you approach your online strategy with this broader mindset, you can do more with your keyword research.

Nozzle allows you to determine what keywords are likely to trigger these features, whether or not you are already ranking for them, and which of your competitors are already in those spots waiting for a little… competition.

Let’s take a closer look at how you can dive into this data using Nozzle.

### Which SERP Features Do You Want to Get Into?

There are many different features that Google uses to augment its results, and some of them are more effective than others from a business perspective.

The question is: what do you want to achieve by appearing in these different features?

First, be sure to check out our [article on these 8 important search features](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features). This research was conducted on more than two million searches to see how likely these features are to pop up on mobile or desktop results.

Now, let’s consider the reasons you might want to show up in some of those features.

[People Also Ask](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-ask) – This is an important feature that can help potential customers zero in on your company and contribute to your image as an authority on a particular subject. It can be especially effective if they see you ranking in the organic SERPs and then realize that you also answer a related and relevant question. If they don’t click on one result, you’re giving them every chance to click on another.

[Featured Snippets](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#featured-snippets) – This is a bit of a double-edged sword. Yes, you want to show up in a Featured Snippet because it adds a lot to your authority on that particular topic. Unfortunately, if that snippet answers their question, fewer people are going to click through to your website. They’ll simply take the answer, be grateful and move on to their next search. Usually. If, on the other hand, the snippet is just an enticement to more information, you can still persuade them to click on your link to learn more.

[Product Packs](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#products) – Are you looking to make a sale? Then getting your actual product listings to show up for a given search can be invaluable. These packs may not show up as often as, say, a PAA, but when they do, they take up a lot of real estate on the page, drawing the eye right to it.

[Twitter](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#twitter) – This is important for companies that need to show relevance to the current big events. If there is something newsworthy, if something major is happening in the industry, then you want to get into this pack. You can make sure your voice is being heard and you can maybe even start to generate a few more social media followers.

These are just a few of the features highlighted in that article, though, so be sure to explore your full range of opportunities.  

### Will Your Keywords Serve Up a Search Feature?

So, how do you know that your keywords are likely to trigger one (or more) of these features?

Are you hoping to get a Featured Snippet? Would an appearance in a People Also Ask box really augment your marketing efforts?

What if your chosen keywords don’t have a history of triggering these features at all?

Are there some good keywords that you could easily incorporate into your current campaign for some quick SERP wins?

It’s all about how you use the data that Nozzle puts at your fingertips.

### Getting into All the Data

There is a simple process you can follow to determine which keywords are likely to trigger a SERP feature.

You can simply create a new Brand in your project, and then add a couple new segments so you can zero in on the data you want to see.

So, from your Workspace, choose __Manage Keywords__ on the chosen project, then select the __Brands__ tab.

Click __Add Brand__. For this brand, we’ll make the Brand Name: “Whole SERP” because we are going to look at the entire search engine results to find out what is ranking in a certain segment instead of finding where you are ranking.

For the Brand Type, we’ll call it Neutral because, well, we’re not looking at ourselves or the competition. We just want to know what exists in this condition.

![whole serp name](//images.ctfassets.net/z8uwv83tofbw/Qr7WXXN0nEWjSquYUHCv7/e6ecf40a99e383118f1046c969ea465b/whole_serp_name.png)

Click __Add Property__ and choose the __Custom SERP/Result Condition__. 

![custom serp](//images.ctfassets.net/z8uwv83tofbw/4I7U6j88tngaC28mWWnsNc/7f8eaa6db43b5b746ea0f7ad3f164f6c/custom_serp.png)

This will bring up the Properties table, showing the Type, Name, and Configuration. You can edit the name to be more descriptive and remind yourself that this will cover the entire SERP.

![custom table](//images.ctfassets.net/z8uwv83tofbw/24Ac3rjtml6ytyKjnVAmtK/1c2f4ce64562674764e44ce94a596239/custom_table.png)

Now, for the __Configuration__:

You have the option to change the “Column | Operator | Values”.

1. Change Column to: Result>URL>DomainID
2. Change the Operator to: >Greater than
3. Change the Values to: 0

That’s all you need for this Brand.

![domainID](//images.ctfassets.net/z8uwv83tofbw/01q17QcyMGeRNOx7xE5Vsx/324a652e0d316ab9b8176d9f0e3d5873/domainID.png)

Be sure to click __Save Brand__ at the bottom to put this new condition into the system.

![save brand](//images.ctfassets.net/z8uwv83tofbw/14ipbXdyQw5eWVDku4oUuB/8dfbe00af6489874bb141cdf77fdf91f/save_brand.png)

Now, onto the segments.

Let’s start with the first feature we mentioned above, the PAA.

Now that you have a new Brand Type that is looking at the entire SERP, let’s find out which of your keywords are actually triggering the appearance of a PAA. 

According to our research on Google SERP features (referenced above), we know that a PAA is most likely to appear in position 2 in the SERP, but 3 through 6 also has a pretty good percentage of showing up.

In other words, all we need to know is which keywords have a PAA in the top 2 to 6 positions.

So, let’s create that Segment.

Click __Manage Keywords__ on your chosen project and then __Segments__. While there are a lot of built-in segments here, we are going to click the Add Segment button to customize our exploration of the data.

Give the segment a descriptive name, perhaps “PAAs in the Top 6”. You can add a description to make it clear what this segment is going to achieve with your data. Now:

1. Click the __Add Condition__ button
2. Select “Result>People Also Ask>Is People Also Ask”
3. This will create a result condition that adds a section for “is” and one last section that is blank.
4. Click the blank section to select “True”.

This is what tells the system to look specifically for the PAA feature.

Next:

1. Click the “__And__” button next to the first condition
2. Click __Column__ and then choose “Results>Rank”
3. Then choose “<=Less than/Equals”
4. Then choose 6 (or 5 or 3 or whatever suits the data you’re looking for)

![custom segment](//images.ctfassets.net/z8uwv83tofbw/1oeTdKEP0qC5Z6EWGclxjW/0b01feca614e9fae46cb15f9f4ab2df2/custom_segment.png)

Now, you’re mostly set. There is one more condition you may want to add, though.

We also discovered in our research that the PAA will show up differently on mobile and desktop results, which means you may find value in separating these results.

So, assuming that you have set up your Keyword Source to pull data for desktop and mobile, all you have to do is click the __Add Condition__ button again, select “__Device__” from the list of options. This will bring up the option to select “__Device = desktop__”.

Then, all you need to do is create another segment. You can either do this by, following the above procedure and selecting “mobile” for the device, or you can skip a couple steps and click the __Duplicate Segment__ button and then change the name and the chosen device.

One last thing: always, always click the __Save Segment__ button when you’re done. If you leave the page without saving it, you’ll just have to do it all over again.

Here’s an example of what all your hard work might look like in your Project’s dashboard.

![paa in action](//images.ctfassets.net/z8uwv83tofbw/1Hg3aMIhMZQULFi3e6vSNL/80440427cd8df92492fd39c009d6d70f/paa_in_action.png)

In this case, we focused on PAAs that appeared in the top 3, and out of the 4,995 total keywords, 3,838 of them met the criteria (i.e. serve up a PAA box) and are displayed in the Keywords table. We also get to see which position the boxes appeared in (#2 for those in the screen shot) and the top question in those boxes. (Which means you know exactly what questions your content team should start answering on your website today.)

### What Can You Do with This Data?

This kind of SERP data can open up a [wide variety of opportunities](https://nozzle.io/blog/7-ways-website-flippers-can-use-nozzle-serp-rank-tracker) for your online marketing campaign.

Remember, that number one ranking might not be as effective as it once was, and getting into the wide variety of features now appearing for an extensive array of results pages can put you in front of a whole new group of potential customers.

Of course, just knowing that the opportunity exists doesn’t mean you’ll immediately start showing up in these features simply by adding a few more keywords here and there. You’ll have to [employ some techniques](https://nozzle.io/blog/what-are-people-also-ask-boxes-and-how-do-you-rank-in-them) and work hard at it, just like you would if you were aiming for that #1 spot.

What you do with this kind of detailed data will, in the end, be up to you, but the opportunities are plentiful and we can’t wait to hear about your successes.

Want to learn more about SERP features? You can find a goldmine of [SERP stats here](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features).


seo above the fold

Even if you rank #1 in SERPS, you may not be as visible as you thought. SERP features are pushing traditional organic results further down the page. Will your marketing efforts help get you into the most common and effective features?

You can get your brand in front of more eyes when you begin to broaden your horizons and track the entire SERP rather than just traditional organic rankings. Your keywords might be serving up a wide range of SERP features (PAAs, Featured Snippets, etc.). User your data to create a strategy that will get you into these features.

Will Your Keywords Trigger Important SERP Features?


The People Also Ask (PAA) feature is one of the most visible elements of a modern SERP. They are displayed so often and in such a great location that earning a spot in a PAA could put you in front of a lot of eyes.

We put together a list of more than 1 million keywords to learn more about how PAA boxes show up in the SERPs and to determine if it's worthwhile to pursue ranking in them.

## What is “People Also Ask” in search results?
People Also Ask is a type of search result that displays questions related to the current search query. When you click to expand a question, you’ll usually see a paragraph of text containing an answer and a link to the webpage hosting that answer. Often, you'll see images, bulleted lists, numbered lists, tables, or videos.

![What is PAA gif](//images.ctfassets.net/z8uwv83tofbw/1B7DTx5tNGtmSDUl7AOeJr/f9e1ffcd4f879891fedc2fad557c0f1f/What_is_PAA_gif.gif)

After you’ve clicked one question, the feature will generate even more questions. If you feel like killing time, keep clicking to expand questions and you'll see what we mean. Rumor has it the questions go on forever.

We [researched over a million SERPs](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features) with the Nozzle [keyword rank tracking tool](https://nozzle.io/blog/do-i-need-a-rank-tracker) and found a lot of interesting things worth sharing about PAA boxes.

## How Prevalent Are PAA Boxes and Where Do They Appear?

We looked at 1,212,665 desktop SERPs and found that a People Also Ask box appeared 78% of the time. On mobile, that percentage was 77%.

On desktop, PAA very rarely appears at position one (.0048% of the time). It appears at position two 50% of the time, position three 16% of the time, positions 4-6 24% of the time, and positions 7-10 9% of the time. On mobile, percentages are roughly the same.

![Where in SERP Does PAA Appear](//images.ctfassets.net/z8uwv83tofbw/6oIPDqMxwc35QclH2Qj4o3/51093cb1aed3d86a3e253cecc98a2934/Where_in_SERP_Does_PAA_Appear.svg)

## How many questions typically show up in a box?

Over 80% of the time, 4 questions show up in a PAA box. A 3-question box is less common (10%), and 2 questions even less (6%). 

Less than 1% of the time, two PAA boxes will show up somewhere in the SERP. This could be two boxes of four questions, one four and one three, or one four and one two.

![How many questions in paa boxes](//images.ctfassets.net/z8uwv83tofbw/71DrJbCKGrOEY3RkBx5VOR/48e38397aeda0c2a1234c8a5ed236cf0/How_many_questions_in_paa_boxes.svg)

## PAA vs. Featured Snippets

On desktop, comparing People Also Ask to another popular search feature, Featured Snippets, shows that Featured Snippets appeared on 30% of SERPs (78% PAA vs. 30% FS).  On mobile, it’s 77% PAA vs. 26% FS. 

![People Also Ask vs Featured Snippet](//images.ctfassets.net/z8uwv83tofbw/1C6Kb5l6dJk5OAPo9L0mvs/5cc7a8ab8653059264d7f5d93235fabd/People_Also_Ask_vs_Featured_Snippet.png)

## Should you try to rank in PAA? Is there any benefit?

In our study of 1,212,665 desktop SERPs, when a PAA box appeared, it ranked in position two about 50% of the time (the percentage was about the same on mobile). While the exact placement of a position two result will vary depending on the SERP (ads vs. no ads, featured snippet vs. no featured snippet in position one), it will usually sit above the fold. If it does not, it will be close. 

Regardless, PAA boxes occupy a highly visible space in the SERP, so earning a place in one puts a link to your site in a valuable spot.

### Other considerations

When the same question appeared in a PAA box across different SERPs, the answer would usually be the same. This means that once you earn a spot in a PAA box, you can count on being there for multiple search queries.

We also found cases where a page ranked in PAA boxes for related questions. For example, [this page](https://greenhow.com/2-ways-to-use-snow-for-rodent-control/) appears as the answer for the questions "Do mice make tracks in the snow?" and "What do mouse prints look like in the snow?".

### Drawbacks

When the answer to the searcher's question doesn't require a lot of context, they can get all the information they need from the few sentences displayed in the PAA box. In other words, there's no need to click through to the page that provided the answer. 

A common frustration in the SEO community is that as Google displays more and more content on the SERP, searchers' needs are fully satisfied without having to click through to websites.

Less significant, but still reality, is that from a PAA box, a searcher has to make two clicks to reach a website: one to expand the PAA question to view an answer, and another to click through to the website. 

This additional click could mean that you’ll get fewer website visitors from a PAA question than a featured snippet or a regular organic result.

### Benefits Outweigh Drawbacks

Although some searchers may not click through to your website, you still occupy a very visible space on page one (see the screenshot below where the PAA box fills nearly half of the visible area). Attempting to rank in PAA will likely improve your overall SEO efforts. It means that the search engine considers the quality of your content good enough to answer important questions. And that means you will have a higher likelihood of ranking in non-PAA spots.

![File (2)](//images.ctfassets.net/z8uwv83tofbw/6nkrH7E0G278aDsCsEANAW/9b8c224d15011068ae09fb9e7ee83470/File__2_.jpg)

## How to rank in People Also Ask

Where do you start? How do you know which questions to focus on answering, and what do you do to prepare your content?

### 1. Start with your target keyword list

First, you need to know which questions to write answers to.

The best questions are those that your audience is asking often, and are displayed frequently in the PAA box. 

How do you find the questions your audience is asking?

If you’ve been working to improve your website’s SEO, you already have a list of target keywords. If not, do [keyword research](https://nozzle.io/blog/1-underutilized-keyword-research-strategies) and build your list of ideal keywords. These don't have to be formatted as questions, but they can be. 

You can probably think of a lot of relevant questions related to your keyword list on your own, but you’ll need the help of a tool at this point to find questions you’ve never thought of.

### 2. Expand your list

Second, add your list of keywords to Nozzle’s PAA tool.

Nozzle will give you a list of People Also Ask questions that are related to your keyword set. If you want a bigger list, refer to Nozzle’s [PAA Expansion Method](https://nozzle.io/blog/paa-expansion-method). There are more questions out there than you can possibly think of on your own. This is a great way to maintain a constant flow of content ideas.

### 3. Sort the list to see popular questions

Third, sort the list by “# of SERP Appearances” to see which questions appear most often when people search your keywords.

## Decide where to answer the questions

Now that you have a list of questions, you’ll need to decide where to answer them. 

When selecting PAA answers for a SERP, Google will often choose from a webpage that already ranks on page one of that SERP. This screenshot shows a search for the phrase “what does an oak tree look like”. The first PAA answer was taken from the result right below the PAA box:

![Screen Shot 2022-06-09 at 11.16.52 AM](//images.ctfassets.net/z8uwv83tofbw/7p10sg4WWyK8tyOhO8cC93/ac26e54ccd92d51a49a92bce7833a008/Screen_Shot_2022-06-09_at_11.16.52_AM.png)

It’s been said that a page MUST rank on page one in order to qualify for ranking in a PAA box. Our data shows that this is not the case. We’ve found instances where the question in the PAA box is from a website that doesn’t rank anywhere on the first, second, or third page.

Notwithstanding the exceptions, we recommend that you check to see If you rank on the first page of results for the tracked phrase that generated the question. If you do, try to answer the question on the ranking page. 

This is easy to check with Nozzle’s PAA Content Idea Report (let us know [here](https://nozzle.io/paa) if you want your own). 

### Use your PAA Deliverable to find page one rankings

Go to page two of your PAA Report. The table on the left shows all the questions generated from your initial list of tracked phrases. 

Click on a question around which you’re going to create content. 

The table on the right now shows you phrases from your original list that rank, at what position, and what page ranks. If you see pages ranking in positions 1-10, those are the places where you’ll want to write answers to your question.

![PAA deliverable page 2](//images.ctfassets.net/z8uwv83tofbw/EddykI34bGtSkIVo8hyFU/c511ef1f233fc2556ec0642b462f1124/PAA_deliverable_page_2.png)

If you don’t rank on the first page, you could still potentially qualify as a PAA answer. In this case, see if you have a page that ranks, but on page 2 or beyond. Work on improving that page’s overall SEO in addition to answering the question.

## How to write content and format a page so that it appears as an answer in PAA

Start by Googling the tracked phrase you’re interested in and look at the PAA answers that are already there. 

Pay attention to how answers are formatted. 

Do you see an unordered list, a numbered list, a question/answer paragraph, or something else? That’s a clue to what format Google prefers in the space. You'll have an easier time ranking if you use that format or something similar.

Existing PAA answers are also your guide on how to write your own content. Google your target phrases and observe which paragraphs were chosen for PAA answers. 

How is the chosen paragraph structured to be able to answer the question effectively? 

It would be difficult to provide a proven formula, but as you observe more and more PAA answers, you'll see what the winners are doing and you'll be able to improve upon that.

## How can you answer the question better than the current top result?

Google has made a determination that the answers you see are the best in the context of the query. They’ll usually provide a very direct and concise answer to the question, but you will see some answers and know you could write a better one. 

### How many XYZ are there?

If the question is a “how many x are there?” type, answer with the exact number of things there are, then go into an explanation of the nuances if you want. You’re looking to provide a succinct answer that Google can display in a small space. 

You can elaborate, but the succinct answer has to come first.

Google the phrase “rock subgenres”. The first PAA question is “How many subgenres of rock are there?” The answer has the number right there in the title.

![Screen Shot 2022-05-26 at 3.50.29 PM](//images.ctfassets.net/z8uwv83tofbw/5iNhDVDtjG4CMAhfXZzzOb/fbb886f3f8b59111d6544dca5de8af41/Screen_Shot_2022-05-26_at_3.50.29_PM.png)

Google the phrase “list of coffee varieties”. The first couple of PAA answers include figures and names in the space of a paragraph. You could get more context if you clicked through to those websites, but the idea is that Google found a paragraph that answered the question sufficiently to include as a PAA answer. 

Could you provide a better answer? Probably.

![Screen Shot 2022-06-09 at 12.02.50 PM](//images.ctfassets.net/z8uwv83tofbw/5mzjQxYgJ4GpOc38CPy6y4/d12661347a2d4f4023e0dbf4d0627105/Screen_Shot_2022-06-09_at_12.02.50_PM.png)

### What is the best XYZ?

If the question is a “what is the best x?” type question, consider providing a bulleted list of the best things, then elaborate in subsequent paragraphs.

![Screen Shot 2022-06-09 at 12.07.17 PM](//images.ctfassets.net/z8uwv83tofbw/2P4M15Vv8wJK1IlUS8xMUK/8fb98ac8524b44c1658eadbb36610148/Screen_Shot_2022-06-09_at_12.07.17_PM.png)

### Is XYZ good?

“Is x thing good / worth it?” A pro/con article might be good, with a summary of why the thing is or isn’t worth it.

![Screen Shot 2022-06-09 at 12.10.47 PM](//images.ctfassets.net/z8uwv83tofbw/A2igdALvzWqzgOWKEk1pp/ace7389ada0e488cc549d54605c932b2/Screen_Shot_2022-06-09_at_12.10.47_PM.png)

### What is a XYZ?

A “What Is” question is pretty straightforward. Briefly define the thing as well as you can. See if you can briefly include how the thing is used, an example of the thing, etc. 

Add as much context as you like in supporting paragraphs, but keep the answer/paragraph that you want to show in PAA succinct. 

![Screen Shot 2022-06-09 at 12.45.08 PM](//images.ctfassets.net/z8uwv83tofbw/1bWk54S4aUBrWGPuYwNZoj/169b2bd4422c04e67dee9ee6676e6745/Screen_Shot_2022-06-09_at_12.45.08_PM.png)

## Conclusion

People Also Ask boxes appeared more than 70% of the time in the SERPS we analyzed, making PAA a very common and important search feature that is seen by a lot of users. Discover more [PAA stats here](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-ask).

You can [gain insights](https://nozzle.io/features#data) into the questions Google is showing in PAA boxes then and work to get your website's content featured as an answer to achieve more visibility and potentially more traffic to your website. 

PAA deliverable page 2

Learn about People Also Ask boxes and what you can do to optimize your content to rank in them.

What Are People Also Ask Boxes and How Do You Rank in Them?

How to Rank in People Also Ask Boxes | Nozzle

<a href="https://nozzle.io/paa" target="blank">Click Here to generate your free PAA Content Idea Report!</a>

Every SEO and content team knows that your website needs more content. But not just any content; content your targeted audience wants to know.

As a content marketer or SEO, you have probably asked yourself the something like the following:

How do I generate ideas for content creation?
Where can I find content ideas?
How do I get ideas for blog posts and articles?

The answer is: __WRITE ANSWERS TO THE QUESTIONS "THE PEOPLE" WANT TO KNOW!__

What are those questions, you ask?

Introducing... 

## The PAA Content Idea Report

<a href="https://nozzle.io/paa" target="blank">Click Here to generate your free PAA Content Idea Report!</a>

Everyone has seen a "People also ask" box. Google shows them on almost half of all SERPs.

Here is one that appeared for the term "track the whole SERP":

![People also ask - track the whole SERP](//images.ctfassets.net/z8uwv83tofbw/1pRvKmjybb11FVQ8R1XFVQ/cb96aca6ea16ac15fbbeb5d979aa9752/People_also_ask_-_track_the_whole_SERP.png)

Google deems these questions to be very related to the searcher's intent which is why your website should be answering these questions for all of your keyword topics.

And yes, that could potentially be hundreds or thousands of questions depending on how many topics/categories/products/services you have on your website.

More importantly, you need to know which of these questions appeared the most across each of your keyword groups.

Using Nozzle's PAA Expansion Method, you can generate this very powerful list.

### First example:

In the first example below, an initial list of 250 phrases turned into 417 unique questions.

![PAA Expansion Method - 250 camping phrases](//images.ctfassets.net/z8uwv83tofbw/5VdZZyxy2bawDiS403IdGV/c8a94e55671f24c2b3e19e6690da4121/PAA_Expansion_Method_-_250_camping_phrases.JPG)

Then I took those 417 questions and put them in Nozzle and ran a one time pull to generate an even bigger list of related questions. The result being 1,131 unique questions.

![PAA Expansion Method - 2nd iteration for camping phrases](//images.ctfassets.net/z8uwv83tofbw/4QAT1iJuBjbbsP53YBsalw/23ce1cd9fd6979d24d0bf2cf57271eb2/PAA_Expansion_Method_-_2nd_iteration_for_camping_phrases.JPG)

You can play around with this specific <a href="https://datastudio.google.com/u/0/reporting/a7e49d0a-5478-45fb-ac8b-1f4ceff391f7" target="blank">REI Demo PAA Report here.</a> 

Use the filters to see questions specifically related to each keyword group or to pull up a list that only includes specific terms like "cooler", "chair", or "butane".

### Second Example:

In this example, I started with only 3 phrases and used the PAA Expansion Method 4 times to end up with a list of 1,033 unique questions related to Christmas.

![PAA Expansion Method - starting with 3 christmas phrases](//images.ctfassets.net/z8uwv83tofbw/6xJqpA8uUtLmrbNy6HjXsY/3b89df64bac8d08a6ebd6b5f76f5f22e/PAA_Expansion_Method_-_starting_with_3_christmas_phrases.JPG)

Play around with the <a href="https://datastudio.google.com/u/0/reporting/570ca191-1b12-4b4c-aac8-b630b99b02cf" target="blank">Christmas PAA Expansion here.</a>

Lets end with a quote from a happy PAA Deliverable recipient:

> You just gave me a year's worth of content ideas for this project!

To generate your very own PAA deliverable to give you the warm fuzzies, <a href="https://nozzle.io/paa">click here.</a>


Blog - People Also Ask