Growth here has been small. Even in early 2019, the percentage of explicit questions triggering potential follow-up questions was very high. Logical since the question behind this type of query is the easiest to understand, and always has been.
This percentage is likely to grow a bit further throughout 2020 canada whatsapp number data as RankBrain continues to improve, but it is probably approaching its ceiling.
With a geographic intent query . The implied question is less obvious than with information and purchase. But geographic context is still an important clue—especially on mobile.
This suggests that Google is now very local-focused, even when the user is not on the move.
SERPS with Geo intent containing PAA
That’s impressive.
And Google is getting better. Faster. My analysis is that this indicates a clear trend RankBrain is getting better at finding the question hidden behind ambiguous search queries . So Google can show results containing relevant follow-up questions more often.
This is expected to continue growing in 2020. I’m going to go out on a limb and predict over 60% by the end of the year.
SERPS with other or no intent containing PAA
Therefore, the vast majority of people using these search terms are asking themselves one of two questions:
In the first case there are no obvious follow-up questions. PAA is not really useful for these people.
If they’re researching the brand, follow-up questions are relevant and useful to them. They’re doing research, and that brings with it a lot of potential follow-up questions: about the brand and its products. But also about their expertise and (ominously) about the competition.
At first glance it seems straightforward. However, to provide spam data truly relevant follow-up questions about the brand, Google has to overcome an additional hurdle. It has to be confident that it has properly understood what the brand is and what it does. That means understanding the brand and its offerings as entities (in the Knowledge Graph – read more here ). And that’s something Google has been struggling with. That explains the low, low numbers we see here at the beginning of 2019.