FAQ pages (when carried out properly) could be a double win: They supply beneficial content material that customers need to see and Google needs to rank.

Nevertheless, when rushed, FAQs can simply change into lazy knowledge dumps of loosely linked questions and half-baked solutions.

Don’t be the latter. As an alternative, create helpful FAQ pages for people and serps.

On this information, you’ll be taught the next:

What’s an FAQ web page (and why it’s helpful for Search engine optimization)?

An FAQ (often requested questions) web page is a spot on an internet site the place frequent questions associated to your area of interest may be answered.

It typically seems to be somewhat one thing like this:

Twitter's FAQ page

However they will additionally appear like this:

FAQ in a blog post

A great FAQ web page may also help folks at completely different phases of the purchaser’s journey and might act as the primary level of contact for potential prospects.

However what about Search engine optimization? Are FAQ pages helpful?

I’m glad you requested.

Are FAQ pages good for Search engine optimization?

Like 90% of Search engine optimization questions, the reply is… it relies upon.

A half-thought-out FAQ web page that’s primarily only a dump of questions exported from a key phrase device and shortly answered on a web page might not be the easiest way to leverage FAQ pages for Search engine optimization.

Nevertheless, when optimized for related key phrases and properly designed by way of UX, FAQ pages may be nice for Search engine optimization.

Actually, the purpose of an FAQ web page is identical because the core purpose of Search engine optimization: to supply one of the best reply to a query.

There are literally fairly a number of methods to show your FAQ pages, though all of them have the identical purpose: to reply frequent questions a consumer could have and current them clearly.

By way of FAQ pages for Search engine optimization, I’m going to separate them into 5 differing types:

  1. Homepage
  2. Product/service web page
  3. Devoted FAQ web page
  4. Standalone weblog publish
  5. Inside a weblog publish

Let’s take a quick have a look at every (together with examples):

1. Homepage FAQs

This is among the most evident ones: an FAQ part on the homepage—normally simply above the footer:

Not solely does this add some contextual info to the homepage, however it additionally creates a helpful place so as to add inside hyperlinks:

Internal links in the answer to one of the FAQs

Clicking on the query accordion opens up the reply together with inside hyperlinks to extra in-depth solutions (through weblog posts).

2. Product/service web page FAQs

This time, the FAQ part is added to a product/service web page:

These questions are usually associated to the providing and are designed to chop down on customer support requests.

3. Devoted FAQ web page

If you happen to’ve acquired quite a lot of inquiries to cowl or simply need to preserve FAQs separate, you might need to have a devoted FAQ web page:

If you happen to’ve acquired the design abilities, designing a handsome web page can be a very good hyperlink constructing tactic, because the web page can get referenced on design blogs:

4. Standalone weblog publish with FAQs

You possibly can preserve it easy and show your FAQs in a weblog publish format, utilizing subheadings for every query.

Do key phrase analysis to discover a checklist of questions on a subject (extra on that later) and publish the questions as their very own “FAQ” weblog publish.

If you happen to drop that web page into Ahrefs’ Website Explorer, you’ll be able to see it’s performing fairly properly:

Site Explorer overview showing page is performing well

This technique works higher when you will have a number of questions. You probably have quite a lot of content material to cowl, it might make extra sense to not have a brilliant lengthy FAQ weblog publish answering every thing.

5. Devoted FAQ part on the finish of a publish

If you wish to go the weblog publish route, you don’t should create a brand new one. You possibly can add the FAQ part to an present article (if it is smart to do so):

Talking of subject clusters… this will also be a pure manner of including extra inside hyperlinks to associated content material.

Embody an FAQ part in your article, reply the questions briefly, after which hyperlink out to supporting articles the place you go into extra element.

Growth! You’ve simply constructed a helpful FAQ web page AND a subject cluster on the identical time. Go you.

3 ways to search out questions to your FAQ web page

Earlier than you begin constructing your web page, you’ll want to know what inquiries to reply. The intention of an FAQ web page is to supply one of the best solutions to those questions.

Listed here are some strategies to search out FAQs to reply:

1. Analysis what questions customers are asking

Among the finest sources of questions are NOT key phrase instruments—however folks.

And ideally, that’s folks in your viewers.

Probably the most efficient methods of researching what questions to incorporate in an FAQ web page is by merely asking your prospects/customers/viewers.

Listed here are some issues you’ll be able to attempt:

  • Customer support – Examine in together with your buyer help/gross sales groups and easily ask them about frequent questions prospects preserve asking
  • Website search – See in case your website has an inside search perform; in that case, test what sort of issues individuals are trying to find
  • Google Search Console – Have a look at GSC queries to see what question-based phrases are getting clicks
  • Individuals Additionally Ask – Examine associated PAA packing containers on the SERPs
  • Quora and Reddit – See what frequent questions are being mentioned in on-line communities in your area of interest

2. Discover questions with Ahrefs’ Key phrases Explorer

In case you are constructing an FAQ web page for Search engine optimization, you actually can’t keep away from doing key phrase analysis.

Go to Ahrefs’ Key phrases Explorer and drop in a seed key phrase. Clearly, you need to decide a seed that pertains to the subject you need to reply questions on.

Then go to the Matching phrases report and activate the Questions filter:

Questions filter turned on in Matching terms report; search term is "pizza"

From right here, you’ll have a listing of questions associated to your seed time period.

If you happen to use a broad seed like [pizza], you’ll generate quite a lot of potential questions:

List of keywords with corresponding data like KD, volume, etc

If you wish to generate extra particular questions, simply use a extra centered seed key phrase. For instance, for those who observe the identical technique for “apple airpod,” you’ll get fewer outcomes however extra related questions:

List of keywords with corresponding data like KD, volume, etc

3. Reverse engineer opponents with Ahrefs’ Website Explorer

This time, we’re going to use competitor websites as a supply of questions.

Go to Ahrefs’ Website Explorer, drop in a competitor area, after which go to the Natural key phrases report:

Site Explorer's "Overview" page; notably, see "Organic keywords" in sidebar

From right here, you’ll need to filter out non-question key phrases. Utilizing Ahrefs’ built-in filters is fairly simple.

Contained in the Natural key phrases report, click on on the Key phrase filter and add in some modifiers.

Query modifiers: what, the place, when, why, which, who, whose, how, and many others. 

Make certain the filter is about to Accommodates and Any worth. Then click on “Apply.”

Options to customize Keyword filter

Now you’ll have a listing of key phrases containing the query modifiers from above:

List of keywords with corresponding data like SF, volume, etc

Greatest practices for Search engine optimization-friendly FAQ pages

Constructing an Search engine optimization-friendly FAQ web page isn’t any completely different from constructing any content-heavy web page.

It must be simple to navigate, be fast to load, nail on-page Search engine optimization, and many others.

That stated, listed below are a number of factors it’s best to contemplate when creating your personal FAQ web page:

  • Group your questions – By organizing your questions into classes, you present a greater general UX.
  • Keep away from jargon – It is best to use language your viewers will perceive.
  • Use your model persona/tone of voice/fashion information – An FAQ web page isn’t any completely different from some other content material in your website, so preserve it constant.
  • Reply questions clearly and concisely – Your FAQ web page ought to reply questions shortly. If you wish to go into extra element, save that for long-form weblog posts.
  • Maintain it up to date – FAQs will not be static pages, so remember to add new questions and replace older questions often.
  • Inner linking – It’s beneficial so as to add inside hyperlinks to any associated content material or assets that will lead the consumer down the conversion funnel.
  • Format for UX – Good UX makes it simple for customers to search out the solutions they’re on the lookout for.
  • Optimize your title tags – You can also make searchers conscious of the FAQ.
  • Use FAQ schema – Including schema markup to your web page may also help you earn further SERP actual property.

Talking of FAQ schema… it’s some extent price increasing on.

The best way to add FAQ schema (in three steps)

FAQ schema markup is a kind of structured knowledge to make your pages eligible to have wealthy snippets on the SERPs.

These FAQ wealthy snippets may also help improve click-through charges (supply), assist Google crawl your website, and declare extra SERP actual property.

Including FAQ schema markup to your website is fairly easy.

Step 1. Create your FAQs

First up, you want some precise inquiries to mark up.

Create a devoted FAQ web page or an FAQ part on one in all your pages. Now populate it with questions after which reply them.

When marking up, remember to observe Google’s pointers:

Step 2. Write and validate your FAQ schema

You should use JSON-LD or Microdata to create FAQ markup, however Google recommends JSON-LD.

If you wish to preserve issues easy, use a free on-line FAQ schema generator:

Example of schema generator showing JSON-LD FAQ schema code

Merely copy and paste your questions and solutions into the generator, and the FAQ schema code can be mechanically generated for you.

Be taught from my (many) schema errors right here: pay shut consideration to your code

The code in your web page and the code in your script must be the identical. If they’re completely different (even by one little misplaced comma), then your markup received’t work.

To test your FAQ schema, merely copy and paste the code and run it by means of Google’s Wealthy Outcomes Testing Device.

Step 3. Implement and validate (once more)

Now you’ll want to implement your markup onto your web page. You’ve acquired a number of choices right here:

  1. Manually add the script into the <head> part of the web page
  2. Add through a WordPress plugin (like Insert Headers and Footers or RankMath)
  3. Add through Google Tag Supervisor
  4. Add into your WordPress theme’s perform.php file


If you happen to don’t know what you’re doing right here, save your self some potential complications and go for possibility #1 or #2.

The ultimate step—as soon as your FAQ schema has been added—is to check whether it is working. Copy and paste the URL of your web page and run it by means of Google’s Wealthy Outcomes Testing Device. Additionally, test your web page in GSC to confirm any errors/warnings.


Two actionable FAQ schema ideas

Firstly, a giant thanks to Dave Ojeda for reviewing the above schema course of and checking for errors.

And if that wasn’t already sufficient, Dave “Schema Wizard” Ojeda additionally gave me not one however two actionable FAQ schema ideas:

  1. FAQ solutions settle for HTML – This implies you’ll be able to add inside hyperlinks to your solutions and ship folks to conversion-focused pages or key content material pages.
  2. UTM monitoring – Once you hyperlink a solution with HTML, you may as well add UTM monitoring to see who clicks from the SERPs.

Widespread questions on FAQs

Now it’s time to get meta. Listed here are some often requested questions on FAQs:

What number of questions ought to an FAQ part have?

Sufficient to be helpful.

Personally, I imagine that your FAQs ought to attempt to reply each related query.

That is going to depend upon quite a lot of elements, such because the area of interest you’re in. However nevertheless many helpful questions there are, it’s best to intention to reply all of them in your FAQ part.

What needs to be included on an FAQ web page?

Questions—that are requested often… after which answered.

The definition (from the beginning of this text) is:

An FAQ (often requested questions) web page is a spot on an internet site the place frequent questions associated to your area of interest may be answered.

In order that’s what it’s best to embody on an FAQ web page.

What are the advantages of FAQ pages?

Nonetheless not satisfied? Listed here are some extra advantages. An FAQ web page:

  • Offers fast and concise solutions (for customers and Google).
  • Could assist push potential prospects towards buying/changing.
  • Helps to construct belief.
  • Decreases the load on buyer help (hopefully).

What’s the distinction between an FAQ and information base?

FAQ pages usually cowl the frequent questions, whereas a information base covers every thing you’ll want to know.

A information base or assist middle offers assets for each attainable query about your product, service, or web site. Examples embody billing, troubleshooting, walkthroughs, and many others.

Remaining ideas

Once you take the time to analysis questions individuals are really asking, map them to related key phrases, and show them on a UX-focused FAQ web page, you’ve acquired a recipe for Search engine optimization success.

Which will sound like so much, however it may be neatly summed up like this:

To create a helpful FAQ web page, reply related questions that people and serps can perceive.

Received a query about constructing FAQ pages for Search engine optimization? Tweet me.


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