May’s Local Pack-o-Meter data is in and shows basically flat growth in all categories, except one. People Also Ask:
PAAs jumped almost two percentage points last month according to Traject Data’s Historical SERP Database of ~60 million US queries.
The monthly jump is not that interesting; it’s the steady upward trend over the past year.
This data suggests a number of possibilities including:
- Google has continued to improve its ability to connect related queries and understand searcher intent
- Publishers have followed this trend and created more answers on their site so Google’s algorithms have more content to point to
- Top-ranking results for head term may have lost a lot of value as Google hijacks searchers by better targeting their intent with PAAs
All in all, should make for a fun summer of SEO.
Come back in July and we’ll see what the June tea leaves say.