FAQ

In this article, we tell you what an FAQ page is. Next, we talk about the importance of a well-organized FAQ page. Finally, we’ll tell you how to optimize it.

What is it?

FAQ stands for Frequently Asked Questions. The “frequently asked questions” are on a web page and includes questions and answers that are frequently asked. It is a list which is categorized into relevant topics for the visitor. This way, the visitor finds the information in an easy way.

Previously, these frequently asked questions were also shown in the SERP when a website used FAQ structured data. This is (unfortunately) no longer the case.(1)

The importance of FAQ

FAQs are important because it responds to the visitor’s need for information. The visitor does not have to call customer service with questions. Instead, the answers to the questions can already be found on the web page. Writing FAQ pages enhances a website’s user experience. Google recognizes this and factors it into the final rating of the website.

I distinguish between different forms:

• FAQ page (separate page)
• FAQs listed at the bottom of a page (this is done for SEO)

So a normal FAQ page is not for SEO and should be optimized entirely for the visitor.

Optimizing the FAQ

To construct the FAQ in the most optimal way, it is important to have the right data at hand. Identify the most frequently asked questions related to the products, service and overall brand. Use customer service data to see which keywords are frequently searched against. These questions are useful to put in.

There are some important points to consider while creating an FAQ page. I discuss several of them.

• Make sure the answers respond to the visitor’s need.
• Discuss a wide range of topics (transactional, informational and customer service).
• Keep the page up to date with any changes in needs.
• Show that you have expertise, confidence and authority within your industry.

Especially when you put an FAQ at the bottom of the page, it is important that this FAQ does not repeat the content already displayed above it (this is a common mistake). So you get low information density in written content and it becomes significantly less relevant to the visitor.

Why is a FAQ interesting for SEO?

An FAQ (i.e., at the bottom of the page) is interesting for several reasons:

1. It is possible to put a lot of content on a page without making the content long (FAQs are often drop down).
2. It is possible to also answer the query queries.
3. It’s a great place to write content to grab featured snippets.

Note. The FAQ will be shown less and less in the SERP starting in late 2023. Update 2024: The FAQ is almost completely gone.(2)

Google notices this and takes it into account when rating the website. The more relevant the content on the FAQ page, the more likely a searcher will click through. So an optimized FAQ page is a plus. It is wise to seek help from an SEO specialist in this regard.