The PAA is a dynamic box on the SERP, which lists questions related to the user’s search query. Such questions are typically expressed in a conversational format, one that mirrors most user inquiries. The PAA box has several functions; it allows users to explore larger-related topics and further sharpen their search so that the whole subject is understood. For webmasters and content manufacturers, the PAA section is a rich source of data as far as user intent and the different types of questions their audience is asking-these questions enable them to create content that caters to specific user queries and increase its chances of getting displayed on the PAA box itself. Getting into the PAA box with relevance is a huge traffic generator for the site. The process of getting the content to answer PAA questions involves some level of keyword research to figure if the PAA question is a good candidate for writing or optimising content, asking what the user intends to get from the question, and writing clear, concise, and informative content.