We Need to Talk About Googles “People Also Ask”: A Finance Case Study
Summary
US content was served 50.5% of the time, while the remaining 4.6% was made up of sites from India, Australia, Canada, Ireland, South Africa, Spain, and Singapore. Digging into the most competitive products in the UK, personal finance, we found that a significant percentage of PAAs brought back US or Indian content in the results. As one of the most competitive spaces in the finance sector, it was really surprising to see that only 56.25% of results for home insurance queries returned a UK PAA. While the volume of keywords are smaller in this category, there is more potential for harm with serving international content for queries relating to UK businesses. Ironically, four out of the top 10 were US-based (cars.news.com manages to generate 32 PAAs across one of the most competitive industries in UK financial searches: car insurance).
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