What is the People Also Ask box?

People Also Ask is the expandable list of related questions on a Google results page. For a small site it is often the most reachable feature there is:

• The questions are real searches - they are the clearest free list of what your customers actually ask.
• Entry does not need a top ranking - pages well outside the top three are regularly pulled into it.
• It rewards a direct answer - a clear question as a heading, answered plainly in the next sentence or two.
• It expands as you click - which makes it a useful map of a topic before you write about it.

Search your own core terms, note the questions that appear, and make sure a page of yours answers each one properly.