Creating FAQ page with proper schema markup
Senior SEO-specialist
A good FAQ page answers common questions from your target audience and avoids unnecessary support. But there is also an SEO benefit: with the right schema markup, your FAQ can appear directly in search results. In this article: how to set up and technically optimize a FAQ with JSON-LD.
1. Why add an FAQ page?
- You answer questions customers otherwise ask via email/chat
- You increase your content density (relevance + context)
- You stand a chance of extended display in Google (rich results)
- You keep visitors on the site longer (interaction + time on page)
Bonus: with FAQ schema, you increase the visual space in the SERP.
2. Structure of a good FAQ page
An FAQ should be clear and scannable. Work with blocks by topic or product/service.
Structure:
- <h2> or <h3> for each topic
- Each question as <h4> or <strong> with clear question wording
- Answer directly below, without unnecessary introduction
- Short, concise sentences (max. 3-5 lines per answer)
Example:
html
<h3>Veelgestelde vragen over SEO</h3>
<strong>Wat is het verschil tussen SEO en SEA?</strong>
<p>SEO is gericht op organisch verkeer via zoekmachines, terwijl SEA draait om betaalde advertenties zoals Google Ads.</p>
<strong>Hoe lang duurt het voordat SEO werkt?</strong>
<p>Gemiddeld zie je de eerste effecten binnen 3 maanden, maar duurzame groei kost meestal 6–12 maanden.</p>
3. Add schema markup (JSON-LD).
For Google, you also need to mark the queries technically. You do that with JSON-LD in the or via a plugin (e.g. Rank Math or Yoast).
Sample code (2 questions):
html
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Wat is het verschil tussen SEO en SEA?",
"acceptedAnswer": {
"@type": "Answer",
"text": "SEO is gericht op organisch verkeer via zoekmachines, terwijl SEA draait om betaalde advertenties zoals Google Ads."}
},
{
"@type": "Question",
"name": "Hoe lang duurt het voordat SEO werkt?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Gemiddeld zie je de eerste effecten binnen 3 maanden, maar duurzame groei kost meestal 6–12 maanden."}
}
]
}
</script>
Important: The question and answer in the markup must match exactly what is visually on the page.
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4. Test your markup
Use Google’s official tools to check if your FAQ is implemented correctly.
Tools:
- Rich Results Test
- Schema Markup Validator
Notice:
- No duplicate questions
- No commercial language in the response (no promotions or links)
- Max. 2-3 queries per page are usually shown in SERP
5. Common mistakes (and how to avoid them).
| Error | Solution |
| Schedule does not match the page | Have text matched 1-to-1 (question and answer) |
| Too many questions on one page | Max. 5-10 well-structured blocks |
| Diagram is on a non-FAQ page | Use only on true ‘questions-and-answers’ pages |
| Too commercial language | Keep answers factual and neutral |
In conclusion
A good FAQ strengthens your site on three fronts: usability, conversion and SEO. Add the right schema markup, and you increase your visibility in search results – with minimal effort, but maximum effect.
