Frequently Asked Questions (FAQ) pages are something every brand needs. Not only do they boost Search Engine Optimization (SEO) performance, but they also help visitors become customers. The benefits of FAQ pages are worth your attention, but you need to know how to optimize FAQ pages to get the most from your content.
Here are a few recommendations for getting your question-and-answer pages ready for search.
Learn How to Optimize Your FAQ Pages for SEO
1. Format Your Questions for Featured Snippets
Featured Snippets are the answer boxes that display at the top of search results pages. They serve quick answers for search queries, and they can help you build awareness as well as traffic to your website. Therefore, to increase your chances of owning a Featured Snippet, it’s important to format the questions on your FAQ page as they would appear in search results.
As you work through each question on your page, you can do a quick search to see if there is already a Featured Snippet for your question. If there is, then try to format your answer the same way as the one being featured. In the example above, the answer appears as a numbered list. Featured Snippets can be displayed as lists, tables, videos, or paragraphs (the most used format).
2. Use Header Tags to Organize Your FAQ Categories
Here’s another great tip on how to optimize FAQ pages: use header tags like H1, H2, H3, and so on throughout your page. Not only does this help organize the questions into FAQ categories, but it also helps search engines better understand your content. And that helps you boost search performance.
You can see the common questions page above uses categories to help search engines quickly read and understand the content, such as “General FAQ” and “FAQ by plan.” It goes a step further by adding subcategories, like “Basics” and “Purchasing and availability,” which creates yet another SEO opportunity.
3. Add Links to Your Content
When you have subcategories like Adobe has in the example above, you should link them to their appropriate sections on the page using anchor tags. Not only does this make it easy for website visitors to quickly jump to the information they need, but it also creates an opportunity for that content to show up as a sitelink in search results.
Adding links within the answers you provide for each question is also a power SEO move. First, it connects visitors with other pages of your website, likely a page giving a more in-depth answer or deeper context. This becomes an important step in turning visitors into customers. Links also help search engines better understand how your content is related to other content within your website, which improves SEO.
4. Apply FAQ Schema
FAQ schema is structured data that should be applied to your FAQ page. If you’ve never used structured data before, it essentially helps search engines properly understand what a page is about and classify the content by implementing markup on the backend.
Google says FAQ schema may be eligible for a rich result in search and an Action on the Google Assistant, which means your answer could be given to someone performing a search using their voice.
Here’s their example of a rich result:
5. Monitor and Maintain Your FAQ Page
As you are learning how to create SEO-friendly FAQ pages, remember to look for additional question-and-answer opportunities to continue building your content. You should also regularly monitor the SEO performance of your Frequently Asked Questions page to determine when and if changes need to be made.
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