Five tips to create an SEO-friendly FAQ page - Search Engine Watch (2023)

Search engines and people love the Frequently Asked Questions (FAQ) pages. Having a well-written FAQ section on your website is a great way to show online customers that you care about their experience and get you found from outside your website, directly responding to the needs of your audience and their search queries.

For good reason, voice search is becoming increasingly popular. Google reports that 20% of searches are voice related. So, it cannot be denied that people are looking for easier and faster ways to get answers to their questions.

FAQ content can drive a bunch of highly targeted traffic to your website. In many cases, business owners have to use it as a winning content marketing strategy. Here are some reasons why you should create an SEO-friendly FAQ section:

  • It helps refund and customer service inquiries.
  • It attracts potential customers and builds trust in your business.
  • It improves your SEO rankings because Google values that your website is focused on helping people to get all the information to take an educated decision on your product.

So, if you want to get the most out of your FAQ resource, you should build it right. Here are five ways to make it both focused and comprehensive.

1. Collect relevant FAQs

Before creating your FAQ page, it’s crucial to raise the right questions to educate your online customers about your service or product and generate demand. It takes a thorough and continuous question research, a lot of planning, and a little strategic work.

If you have a support center or customer service reps – frontline employees that are always getting bombarded with questions, you can easily find out what questions your customers regularly ask. They are valuable sources of information for collecting questions and giving answers to multiple people at the same time.

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To take this further, collecting customer and visitor feedback is a good practice to improve any business. Online survey tools likeSurvey Anyplace helps you create an online survey questionnaire, identify pain points that your target audience has, and supplement your content with unique data and insights.

Keyword research tools likeSE Rankinglets you detect the most popular keywords people are using around the web. The tool uses a separate algorithm that generates the most common words in your niche questions together with search volume, traffic cost, keyword effectiveness index (KEI), and other parameters. You can easily filter and export your results so it can be saved.

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Source: SE Ranking

While Google highlights a lot of insight into the most popular questions, forums like Quora or Reddit will bring up the most trending questions people are interested in at this very moment. The best way to find questions is to follow a particular category and check for new questions on a regular basis. There is also an additional benefit of making more meaningful connections out there and position yourself as a niche expert.

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Check out your competitors’ FAQ pages, product reviews for items in your niche, and look closer at what they are doing, and what questions they answer that you haven’t. Have you heard these questions from your consumers before? Adopt their best experiences and improve your FAQ page.

2. Implement structured data

Adding structured data to your FAQ page is a good way to become more visually appealing in the SERP, get a higher average click-through rate, and pull ahead of your competitors in your niche. Fortunately, Google recently addedsupport for FAQ structured data in search and Google Assistant.

By implementing this structured data, you can make your content eligible to show questions and answers directly on Google Search and the Assistant. Notice that FAQ can be used for single pages that provide official questions and answers.

You should not be confused with Q&A Page markup that is designed for sites like forums, Quora where users can submit answers to questions. You can find out more about this markup in the FAQ developer.

Here’s how it looks like in the search.

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To learn more about implementation details for Google Assistant, you can visit a FAQ Action with markup.

To track any FAQ issues and search appearance, Google included a new enhancement report in Search Console. It displays all warnings, errors, and valid items related to your FAQ pages.

3. Think visually

Sometimes a picture is a better way to explain touch concepts, grab attention, and make the learning process more fluid. Don’t limit your answers to text. Use stunning and well-designed images, graphics, illustrations or videos to add more visual appeal to your FAQ page and make it easier for visitors to receive clear answers to their questions.

For example, if you’re giving instructions for executing a specific process, or are providing details about how to use a certain feature of one of your services, images, charts, graphics, and screenshots can guide customers through it step-by-step. They simply help people break up big chunks of text and improve their comprehension.

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4. Build a brilliant navigational structure

No matter how well-written your FAQ section is, it’s not going to get to your prospects if users can’t find it or even navigate it. Giving your FAQ section a structure will improve customer satisfaction, loyalty, and SEO for the entire website.

If you have longer FAQ pages, many categories, and subcategories, search functionality will make it easier for users to find answers instantaneously. It keeps them from clicking through your knowledge base to find the right question. Notice that the FAQ search is distinguished from the general search option of the website. Consider this difference to shorten the number of search results and provide the right solutions for your customers.

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Source: HeroThemes

It’s a good idea to divide questions into categories and lead to informative subheadings. For example, shipping, sizing, features, and other such relevant details – and in case you provide a long list of questions.

In the image given below, Pepper offers the FAQ page that is intuitively categorized and easy to navigate.

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Source: Pepper

To reduce your page to a more manageable size, you can list only the questions and include links to take readers to the answers. It’s great for SEO as it drives traffic to many pages on your site and causes high spikes in page views that Google measures to decide how valuable your content is. If you want to optimize your FAQ section for search queries, this structure can be a good fit for that.

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Make short SEO-friendly URLs for each FAQ post to simply direct customers to exactly the right answer, build trust in the searcher and easily share useful information with others. Use popular social media to spread the word about your FAQ page.

5. Check analytics on a regular basis

Once you’ve created your FAQ page, you should start with the analytics of your website in order to see whether the page is getting traffic and ranking for useful keyword phrases.

Are users visiting your FAQ page or are they going by? How long do they stay? Where do they go after looking at the FAQ page? What paths are they taking? Getting these meaningful and actionable insights, you can add some minor changes or rework your page to better direct visitors to the FAQ section.

To get advanced web analytics, you can start a quick overview of a page inFinteza. The tool features full-cycle data management to find out whether your marketing campaign has reached desired targets, which channels and sources generate the highest traffic and how conversion rate can be further improved.

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Source: Finteza

Checking analytics regularly will help you fine-tune your FAQ pages and other web pages within your site.

Wrapping up

Generally, an FAQ page looks like an afterthought for many websites. But if used strategically, it can give you much value in different ways, from reducing purchase anxiety to easing the burden on support teams.

What’s more, you’ll be able to educate your teams and yourself while creating a list of FAQ questions, and offer a better service or product on the go.

Are you making the most of your FAQ page? What tactic works well for your business? Share your thoughts and experiences in the comments section.

Irina Weber is Brand Manager at SE Ranking. She can be found on Twitter@irinaweber048.

More about:

  • content
  • customer support
  • ecommerce
  • FAQ
  • Google
  • on page content
  • Quora
  • Reddit
  • SE Ranking
  • SEO
  • SERP
  • structured data
  • website optimization


Are FAQ pages good for SEO? ›

However, when optimized for relevant keywords and well designed in terms of UX, FAQ pages can be great for SEO. In fact, the goal of an FAQ page is the same as the core goal of SEO: to provide the best answer to a question.

How do I create SEO-friendly content? ›

Writing tips for SEO-friendly blog posts
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  7. Link to existing content. ...
  8. Let other people read your post.
9 Feb 2022

Why FAQ is important for SEO? ›

Not only does an FAQ with links to related content provide your user with a deeper experience of your website, it also boosts your internal link-building, which is an important search ranking factor. Tip: Keep FAQ answers concise and include links to more in-depth information elsewhere on your site.

What are SEO friendly templates? ›

What Makes an SEO Friendly WordPress Theme?
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  • Ability to Display Last Updated Dates. ...
  • Astra – Highly Optimized for SEO.

How do you create a FAQ? ›

How to Create an FAQ Page
  1. Use service data to identify your most common questions.
  2. Decide how you'll organize the FAQ page.
  3. Include space for live support options.
  4. Design your FAQ page.
  5. Publish the FAQ page on your site.
  6. Monitor the FAQ page's performance.
  7. Update content and add more solutions over time.
23 Aug 2021

What is FAQ schema in SEO? ›

FAQ schema is specialized markup you can add to a webpage's code that contains a list of questions and answers. Google then reads this markup and uses it to generate a rich snippet. Like this one: This FAQ rich snippet shows a collapsible list under your typical SERP result.

How can I promote my FAQ? ›

Build an FAQ section on your website with dedicated pages for each Q&A. By structuring your FAQ section so that each query is hyperlinked to a separate page, each answer becomes searchable in both your site and Google. Incorporate your FAQ articles into your site's knowledge base.

What are the 5 ingredients for SEO? ›

The New 'SEO': Five Ingredients for a Profitable Search Experience Optimization Recipe
  • Know who you're cooking for.
  • Feed them something delicious.
  • Make them come back for seconds.
  • Use unique ingredients.
  • Clear the pests from the kitchen.

What are your top SEO tips? ›

8 tips to build an effective SEO strategy in 2022
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  • Remove anything that slows down your site.
5 Mar 2021

› blog › create-seo-friendly-fa... ›

A well-written FAQ page has two functions: it's a sales tool and it provides valuable SEO content. Find out how to create one here!
It's most likely your web site's visitors are going to trust your brand a lot more by offering one of these pages. After all, you'll be allowing the...

How do I make a searchable FAQ? ›

How to Create an FAQ Page
  1. Use service data to identify your most common questions.
  2. Decide how you'll organize the FAQ page.
  3. Include space for live support options.
  4. Design your FAQ page.
  5. Publish the FAQ page on your site.
  6. Monitor the FAQ page's performance.
  7. Update content and add more solutions over time.
23 Aug 2021

How do you create a FAQ page on Google sites? ›

How to create an FAQ page with Google Sites
  1. Create a new site. ( An easy way: Go to
  2. Design the site the way you want it. You can add a separate page for an FAQ page or make the entire site dedicated to an FAQ.
  3. When you're done designing, click "Publish". ...
  4. Copy the link and share it with students, parents, etc.
7 Oct 2020

How do I create a FAQ schema? ›

You need to select Web Page for Schema Type, and FAQ page for the Web Page Type option. After that you can start adding the Question and Answer fields for your first FAQ question. You can click the 'Add New' button to add additional questions. Once you're done, don't forget to save the changes.

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