Question-Based Keyword Research (Who, What, Where, How)
What is Question-Based Keyword Research?
Question-based keyword research focuses on identifying and targeting real questions users are asking online — especially those starting with:
Who, What, Where, When, Why, and How — the 6Ws + H.
This method aligns with search intent and is essential for Answer Engine Optimization (AEO) and voice search.
Why Use Question-Based Keywords?
- Matches natural, conversational language
- Increases chances of ranking in Featured Snippets & Voice Search
- Targets users in different buying stages
- Ideal for FAQ sections, blogs, and product support
- Types of Question-Based Keywords
Types of Question-Based Keywords
| Prefix | Example Query | Search Intent |
|---|---|---|
| Who | Who invented blockchain? | Informational |
| What | What is dropshipping? | Informational |
| Where | Where to buy running shoes? | Transactional / Local |
| When | When is Black Friday 2025? | Navigational / Timing |
| Why | Why is SEO important? | Informational |
| How | How to start an e-commerce store? | Instructional / Informational |
How to Find Question Keywords:
- Google’s “People Also Ask” (PAA) box
- Autocomplete Suggestions
- Answer the Public – Visual question mapping
- Ubersuggest – Keyword + question filter
- SEMrush / Ahrefs – Questions report under Keyword Explorer
- Quora & Reddit – Real-world user questions
Tips for Optimizing with Question Keywords:
- Create dedicated FAQ sections
- Use H2/H3 headings with question phrases
- Provide clear, concise answers (great for featured snippets)
- Use schema markup (FAQ, HowTo) to improve visibility
- Focus on intent-aligned content (answer what users really want to know)
Final Thought:
- Question keywords are the bridge between what users ask and how AI finds your content.
- Perfect for SEO + AEO + Voice Search = More traffic, trust & conversions.
Long-Tail & Conversational Keywords
What Are Long-Tail Keywords?
Long-tail keywords are specific, longer keyword phrases that typically contain 3 or more words and target niche search intent.
Example:
- Short-tail: “shoes”
- Long-tail: “best running shoes for flat feet men”
What Are Conversational Keywords?
Conversational keywords mimic how people naturally speak or ask questions, especially in voice searches and AI assistants.
Example:
Conversational: “What are the best affordable laptops for students in 2025?”
These often overlap with long-tail keywords, and both are essential for AEO (Answer Engine Optimization).
Why They Matter in AEO & SEO:
| Benefit | Description |
|---|---|
| High Intent | Users searching with long-tail/conversational terms are closer to taking action. |
| Lower Competition | Easier to rank for vs. short, broad terms. |
| Better Match for Voice & AI Search | Align with how people talk to Siri, Alexa, Google. |
| Higher Conversion Rates | More specific = more relevant = more likely to convert. |
How to Use Them Effectively:
- Use tools like Answer the Public, Ubersuggest, and Google Autocomplete.
- Build FAQ pages using conversational Q&A.
- Include long-tail phrases in headings (H2/H3) and meta descriptions.
- Use them in blog posts, product descriptions, and how-to guides.
- Add schema markup (FAQ, HowTo) to support AI-driven answers.
Examples by Use Case:
| Intent | Long-Tail / Conversational Keyword |
|---|---|
| Informational | “How do I start a dropshipping store for free?” |
| Transactional | “Buy eco-friendly yoga mats online USA” |
| Navigational | “Official site of Apple AirPods Pro” |
| Local | “Best vegan restaurants near me open now” |
Quick Tip:
Write for how people speak, not just how they search. This helps you rank in voice search, featured snippets, and AI answers.
Optimizing for “People Also Ask” (PAA)
What Is PAA?
The “People Also Ask” (PAA) box appears in Google search results, showing a list of related questions users often search for—each expandable with a quick answer pulled from a web page.
These are dynamic, AI-generated questions tied to the original query’s search intent.
Why PAA Matters for AEO & SEO
- Boosts visibility even if you’re not ranked #1
- Increases click-through rates (CTR)
- Key source of answers for voice assistants & AI search
- Helps your site become the “answer” in Answer Engine Optimization (AEO)
How to Optimize for PAA
1. Target Question-Based Keywords
Use tools like:
- Google Autocomplete
- “Answer the Public”
- SEMrush / Ahrefs (Questions filter)
- Focus on who, what, where, when, why, how questions.
2. Use Q&A Format in Content
- Use H2/H3 headings for each question
- Write direct, clear answers (40–60 words = ideal snippet length)
- Provide extra detail after the quick summary
3. Structure with Schema Markup
- Add FAQ schema or How-To schema using JSON-LD or plugins (e.g., for WordPress).
- This helps Google recognize and prioritize your answers.
4. Answer Related Questions
Don’t just answer the main query—include closely related questions users may also ask.
Example:
- For a blog on “How to start an eCommerce store?”, add:
- What platform is best for eCommerce?
- How much does it cost to start?
- Do I need inventory to sell online?
5. Use Proper HTML Structure
- Use proper heading tags (H2 for question, paragraph for answer)
- Avoid overstuffing with keywords—stay conversational and natural
Bonus Tip: Expand Your PAA Reach
- Click on multiple PAA questions in Google—new ones keep loading!
- Use these to build rich content clusters and FAQs for maximum visibility.
Final Thought:
If your content answers real questions well, Google will reward you in PAA boxes and AI search.
Tools for AEO Keyword Research (Google Search Console, AnswerThePublic)
Top Tools for AEO Keyword Research
Answer Engine Optimization (AEO) requires understanding how users ask questions, how AI interprets queries, and how to structure your content accordingly. These tools help you uncover conversational, question-based, and intent-driven keywords that work for voice search, AI assistants, and featured snippets.
1. Google Search Console
- Shows real queries people use to find your site
- Helps identify long-tail & question-based keywords
- Analyze impressions vs. clicks for zero-click queries
- Useful for refining existing content for AEO
Use it to:
- Find high-impression, low-CTR queries
- Discover real-world search questions you already rank for
- Optimize those pages with structured, direct answers
2. AnswerThePublic
- Visual tool for discovering question-based search queries
- Organizes questions by What, How, Why, When, Where, Who, etc.
- Perfect for FAQ content, blog ideas, and featured snippet targeting
Use it to:
- Create content outlines based on user curiosity
- Target conversational keywords and voice-friendly queries
- Identify clusters of related questions for topical depth
3. AlsoAsked.com
- Maps out Google’s “People Also Ask” (PAA) data
- Helps you see how questions link to each other
- Great for building content hubs & silos around questions
4. SEMrush / Ahrefs / Ubersuggest
- Provide question-based keyword filters
- Show search volume, difficulty, and SERP features (like PAA, snippet, etc.)
- Help identify what queries trigger featured snippets
5. Google Autocomplete + People Also Ask
- Type a keyword + “what”, “how”, etc. into Google
- See instant suggestions based on real search behavior
- Check PAA boxes on SERPs to expand your question pool
6. ChatGPT & Perplexity.ai
- Use AI to simulate how users might ask questions
- Ask: “What are common questions about [topic]?”
- Great for brainstorming natural-language keywords
Bonus Tools:
| Tool | Use Case |
|---|---|
| SurferSEO | Optimize content to rank for PAA + voice queries |
| Frase.io | Build AI-optimized, answer-rich content for AEO |
| Google Trends | Discover trending queries and rising topics |
| Moz Keyword Explorer | Explore long-tail and question keywords with difficulty scoring |
Final Tip:
- Combine tools for the best results.
- Use Google Search Console to find real performance data, AnswerThePublic to discover new questions, and a tool like Ahrefs or SEMrush to validate keyword volume and competition.
Learn more AEO course: