FAQ Page SEO: How to Create a Useful & Well-Optimized FAQ

Your FAQ page is an important step in the buying journey and a good organic search asset that can both bring and convert traffic. · To find ... Skiptocontent Mozlogo Menuopen Menuclose Search Products MozPro MozProHome MozLocal MozLocalHome STAT MozscapeAPI FreeSEOTools LinkExplorer KeywordExplorer CompetitiveResearch DomainAnalysis MozBar MoreFreeSEOTools LearnSEO Beginner'sGuidetoSEO SEOLearningCenter MozAcademy SEOQ&A Webinars,Whitepapers,&Guides Blog WhyMoz AgencySolutions EnterpriseSolutions SmallBusinessSolutions CaseStudies TheMozStory NewReleases Login Logout Products MozPro YourAll-In-OneSuiteofSEOTools TheessentialSEOtoolset:keywordresearch,linkbuilding,siteaudits,pageoptimization,ranktracking,reporting,andmore. Learnmore TryMozProfree MozLocal CompleteLocalSEOManagement RaiseyourlocalSEOvisibilitywitheasydirectorydistribution,reviewmanagement,listingupdates,andmore. Learnmore Checkmypresence STAT EnterpriseRankTracking SERPtrackingandanalyticsforSEOexperts,STAThelpsyoustaycompetitiveandagilewithfreshinsights. Learnmore Bookademo MozscapeAPI ThePowerofMozDataviaAPI PoweryourSEOwiththeproven,mostaccuratelinkmetricsintheindustry,poweredbyourindexoftrillionsoflinks. Learnmore Getconnected CompareSEOProducts FreeSEOTools LinkExplorer PowerfulBacklinkDataforSEO Exploreourindexofover40trillionlinkstofindbacklinks,anchortext,DomainAuthority,spamscore,andmore. Getlinkdata KeywordExplorer TheOneKeywordResearchToolforSEOSuccess Discoverthebesttraffic-drivingkeywordsforyoursitefromourindexofover500millionrealkeywords. Searchkeywords CompetitiveResearch CompetitiveIntelligencetoFuelYourSEOStrategy GainintelonyourtopSERPcompetitors,keywordgaps,andcontentopportunities. Findcompetitors DomainAnalysis FreeDomainSEOAnalysisTool GettopcompetitiveSEOmetricslikeDomainAuthority,toppages,rankingkeywords,andmore. Analyzedomain MozBar Free,InstantSEOMetricsAsYouSurf UsingGoogleChrome,seetopSEOmetricsinstantlyforanywebsiteorsearchresultasyoubrowsetheweb. TryMozBar MoreFreeSEOTools LearnSEO Beginner'sGuidetoSEO The#1mostpopularintroductiontoSEO,trustedbymillions. ReadtheBeginner'sGuide How-ToGuides Step-by-stepguidestosearchsuccessfromtheauthorityonSEO. SeeAllSEOGuides SEOLearningCenter BroadenyourknowledgewithSEOresourcesforallskilllevels. VisittheLearningCenter MozAcademy Upskillandgetcertifiedwithon-demandcourses&certifications. ExploretheCatalog On-DemandWebinars LearnmodernSEObestpracticesfromindustryexperts. ViewAllWebinars SEOQ&A Insights&discussionsfromanSEOcommunityof500,000+. FindSEOAnswers July11-13,2022 JoinusinSeattleForMozCon Snagtickets Blog WhyMoz SmallBusinessSolutions Uncoverinsightstomakesmartermarketingdecisionsinlesstime. GrowYourBusiness TheMozStory Mozwasthefirst&remainsthemosttrustedSEOcompany. ReadOurStory AgencySolutions Earn&keepvaluableclientswithunparalleleddata&insights. DriveClientSuccess CaseStudies ExplorehowMozdrivesROIwithaproventrackrecordofsuccess. SeeWhat'sPossible EnterpriseSolutions Gainacompetitiveedgeintheever-changingworldofsearch. ScaleYourSEO NewReleases GetthescooponthelatestandgreatestfromMoz. SeeWhat’sNew NewFeature:MozPro Surfaceactionablecompetitiveintel LearnMore Login MozPro MozLocal MozLocalDashboard MozscapeAPI MozscapeAPIDashboard MozAcademy Avatar MozHome Notifications Account&Billing ManageUsers CommunityProfile MyQ&A MyVideos LogOut By:AnnSmarty October12,2020 FAQPageSEO:HowtoCreateaUsefulandWell-OptimizedFAQ On-pageSEO | ContentMarketing | UserExperience(UX) Theauthor'sviewsareentirelyhisorherown(excludingtheunlikelyeventofhypnosis)andmaynotalwaysreflecttheviewsofMoz. Thegoldenruleofmarketinghasalwaysbeen:Don’tleaveyourcustomerwondering,oryou’lllosethem.ThisrulealsoappliesverywelltoSEO:UnlessGooglecanfindananswer—andquickly—they’llpickandfeatureyourcompetitor. Onewaytomakesurethatdoesn’thappenishavingawellset-up,well-optimizedFAQpage.YourFAQisthekeytoprovidingyourcustomersandsearchengineswithalltheanswerstheymightneedaboutyourbrand. WhycreateanFAQpage? Decreaseyourcustomersupportteam’sworkload.Ifyoudoitright,yourFAQpagewillbethefirstpointofcontactforyourpotentialcustomers—beforetheyneedtocontactyoudirectly.Shortenyourcustomers’buyingjourneys.Ifyoursiteuserscanfindalltheanswerswithouthavingtohearbackfromyourteam,they’llbuyrightaway.Buildtrustsignals.Coveringyourreturnpolicies,shippingprocesses,andbeingtransparentwithyoursiteuserswillencouragethemtoputmoretrustintoyourbrand.Asalways,ifyoursiteuserstrustyourbrand,sowillGoogle.Createamoreeffectivesalesfunnelbyincludingyourbusiness’scompetitiveadvantages:Whatmakesyoubetterthanyourcompetitors?Improveyoursiteinternallinking(meaningfully).Capturemoresearchvisibilityopportunities. Feelingconvinced?Thenlet’smoveonfromwhystohows. Wheretofindquestionstoanswer IdidaverydetailedarticleonquestionresearchforMoz.Itlistsallkindsoftools—includingSEO-driven(basedonwhichquestionpeopletypeinGoogle’ssearchbox)andPeople-Also-Ask-based(questionsshowingupinGoogle’sPeopleAlsoAskboxes)—thatcollectquestionsfromonlinediscussionboards,aswellastoolsthatmonitorTwitterandRedditquestions. Inaddition,yourcustomersupportteamisyourmostimportantresource.Youneedtoknowexactlywhatyourcustomersareaskingwhentheycontactyourcompany,andthenusealltheothersourcestooptimizethosequestionsfororganicrankingsandexpandyourlistwherenecessary. AnswersshouldbeCCF(clear,concise,andfactual) (Ihavejustmadeupthisabbreviation,butitdoesagoodjobgettingmypointacross.) Agoodruleofthumbistowriteshortanswerstoeachquestion—twotothreeparagraphswouldmakeagoodanswer.Ifyougolonger,thepagewillbetoolongandcluttered. Ifyouhavemoretosay: WriteastandalonearticleexplainingtheprocessAddavideo Creatingavideotoanswermostofthosequestionsisalmostalwaysagoodidea.VideosmakegoodpromotionalassetsallowingyourbrandtobediscoveredonYoutube,aswellasthroughGoogle’svideocarousels. Andifvideomarketingseemstoointimidatingtoyou,therearequiteafewtoolsthatallowyoutocreatevideosonabudgetwithoutinvestinginexpensivesoftware(andtraining)orexternalservices.Ilistsomeofthosetoolshere. AnothervideocreationtoolIdiscoveredrecentlyiscalledRenderforest.Itofferssomepowerfulexplainervideotemplatesthatareperfectforansweringquestions. Otherwaystomakeanswersshorterare: AddintructuralGIFs(IlistedafewGIFcreationtoolshere).Createdownloadableflowchartsandchecklists(therearelotsofonlinetoolstoputthosetogether). Overall,visualshavelongbeenproventoimproveengagementandmakethingseasiertounderstandandremember,sowhynotusethemonyourFAQpage? FAQschema—useit! Googlelovesfeaturingclearanswers(whichisalsowhycreatingasolidFAQpageissuchagoodidea).Infact,Googlelovesanswerssomuchthatthere’saseparateschematypespecificallyforthiscontentformat:FAQPageschema. Byallmeans,useit. ForWordpressusers,there’saWordpresspluginthathelpsmarkupcontentwithFAQschema. ItmakesyourFAQpageeasiertounderstandforGoogle,andithelpsyourpagestandoutinsearch: Quicktip:Ifyouincludeaninternallinkinsideyouranswer,itwillpopulateinsearchresults,too.MorelinksinorganicSERPs! Internallinking:UseyourFAQasasitemap Morelinksfromyourorganiclistinginsearchisn’ttheonlyreasontolinkfromyourFAQpage.YourFAQpageispartofthecustomerjourney,whereeachanswerisanimportantstepdownthesalesfunnel.Thisiswhyaddinginternallinksiskeytoensuringthatcustomerjourneyiscontinued. Butdon’tthinkabouttheselinksfromanSEOstandpointonly.It’snotasimportanttocreatekeyword-optimizedlinktexthere(althoughit’sstillnotaterribleidea—whenitmakessense).Themoreimportantfactortothinkabouthereisuserintent. Whatisyoursiteuserlikelytodonextwhenthey’researchingforaparticularquestion? Iftheyhaveaquestionaboutyourshippingcosts,they’reprobablyclosetobuying,butneedtoknowmoreaboutthefinalprice.Thisiswhereyoucanbragaboutyourawesomeshippingpartnersandlinkstraighttotheproductpage(orlist),aswellastothecartforthemtocompletethepayment. Iftheyareaskinghowlongshippingusuallytakes,they’relikelytobeyourcurrentcustomer,solinkingtoyourshippinginfopagewouldbemorehelpful. MonitoringyourFAQpageanduserpathsthroughitwillgiveyoumoreideasonhowtosetupeachanswerbetter.Moreonthisbelow. Ifyouneedsomeinspirationonproperin-FAQlinking,checkoutShopify,whichdoesaprettyawesomejobonmatchingvarioususerintentsviainternallinking: Structureiseverything Therearewebuserswhosearchandthentherearethosewhobrowse. YourFAQpageshouldaccommodateboth. Thismeans: Thereshouldbesearchfieldsuggestionstoguidetheuserthroughthesiteeffectively.Thereshouldbeclearcategories(assubheads)forthepagevisitorstobrowsethroughandgetagoodideaofwhatyoursitedoesataglance.Thiswillhelppeoplewhoarestillattheresearchphasemakeabuyingdecisionfaster. PayPalaccomplishesbothoftheseinaveryniceway: TodeterminethebeststructurefortheFAQpage,tryTextOptimizer,whichusessemanticanalysistocomeupwithrelatedquestions.Itmakescatchingsomecommonkeywordandquestionpatternseasier: WhenyouhaveyourFAQcontentstructuresetup,createanchorlinkstoallowuserstoquicklyjumptothesectiontheyfeellikebrowsingmore.Toseethison-pagenavigationinaction,headtotheAdobeFAQpage: Here’saquicktutorialonhowtosetupthiskindofnavigation. MakingyourFAQpagework:integrate,analyze,monitor Awellset-upFAQpageaddressesmultipletypesofuserintentandhelpsatvariousstepsinasalesfunnel.Thismakesmonitoringthepagecloselyaveryessentialtask. Hereareafewwaystoaccomplishit: 1.Monitorin-FAQsearch IfyoursiterunsonWordpress,there’savarietyofFAQplugins(includingthisone)thatcomewithadvancedsearchfunctionality.Thefeaturereportson: Mostpopularsearches,showingwhichproductfeaturesorsitesectionscausethemostconfusion(thesemaysignalsomeusabilityissues).Emptysearches,showingwhichusers’questionstriggerednoanswersinyourFAQ(theseshouldgostraighttoyourcontentteam). Ifyou’regoingwithano-plugin,customsolution,makesuretouseGoogleAnalyticstosetupyourin-FAQsearch,whichwillallowyoutomonitoryoursiteusers’searchingpatterns. 2.TrackuserpathsthroughyourFAQpage Whichpages(oroff-sitechannels)tendtobringpeopletoyourFAQpage,andwheredotheyusuallygofromthere?ThesepathsareimportantinunderstandingtheroleoftheFAQpageinyoursalesfunnel. Totrackanypageeffectivenessinsendingconversions,ItendtouseFinteza,whichallowsyoutocreateanunlimitednumber(unlessIhaven’thitthelimityet)ofsalesfunnelstomonitorandcomparedifferentuserpathsthroughyoursite: 3.Monitor“PeopleAlsoAsk”rankings You’remostlikelygoingtomonitorthispagetrafficanditsrankingsanyway,butthere’sonemorethingtoaddhere:“PeopleAlsoAsk”positions. Asthispagefocusesoncoveringcustomers’questions,Google’s“PeopleAlsoAsk”positionsareprettyindicativeastowhetherornotyou’redoingagoodjob.SERankingistheonlytoolI’mawareofthatcanhelpyouwiththat.ItkeepstrackofmostofGoogle’ssearchelementsandreportsyourprogress: Ifyoudothingsright,you’relikelytoseeyourPPApositionsgrowing. 4.Monitorcustomerfeedback Finally,collectinguserfeedbackoneveryanswerinyourFAQwillhelpyoucreatemorehelpfulanswers.Again,mostpre-buildFAQsolutionscomewiththisoption,buttherearestandalonepluginsforitaswell(likethisone). FAQFAQs ThereareafewcommonquestionsaboutbuildinganFAQpagethatkeepfloatingtheweb(aswellasMoz’scommunityforums).Let’squicklyaddressthemhere: IsanFAQsectionstillagoodidea? Yes,byallmeans,butonlyifyoutakeitseriously. ShouldIemploy“collapsible”answerstosavespace? Idon’thaveanyissueswiththisset-up(manybrandschoosetogothisway),butSEOsbelievethatcontenthiddenbehindtabsorclicksholdslessvaluethanimmediately-visiblecontent. CanIre-useselectanswersonotherpageswherethesequestions-and-answersmakesense?Isthisduplicatecontent? Itisn’ta“problematic”duplicatecontentissue(meaningGooglewillnotpenalizeforthat),butthebestwaytoavoidduplicatecontentistowritenew(original)answersforeachpage. Shoulditbeonepage,orisitbettertosetupamulti-pageknowledgebase? Dependingonhowmuchyouhavetosay,eitherwayisgood. Takeaways YourFAQpageisanimportantstepinthebuyingjourneyandagoodorganicsearchassetthatcanbothbringandconverttraffic.TofindanswerstocoveronyourFAQpage,readournichequestionresearchguide.Createconcise,factualanswersthatwillprovideimmediatehelporguidelines.VideosandanimatedGIFsalwaysmaketheFAQsectionmorehelpful.LinkfromyourFAQpagetoaccommodatedifferentuserintentsandhelpyoursiteuserscontinuetheirjourneythroughthesite.StructureyourFAQpageinameaningfulwaytogivesiteuserssomecluesastowhatiscovered.MonitoryoursiteuserjourneysthroughyourFAQpagecloselytoimproveandexpandit. HavemoretipsforoptimizingyourFAQ?Letmeknowinthecommentssection. WithMozPro,youhavethetoolsyouneedtogetSEOright—allinoneplace. Startyourfreetrial! ReadNext HowtoPrepYourSEOStrategyforaNewWebsite Readthispost Commercialvs.Functionalvs.Emotional:ACaseStudyonPageTitleSEOTesting Readthispost HowtoImproveOrganicClickthroughforYourContent Readthispost Comments PleasekeepyourcommentsTAGFEEbyfollowingthecommunityetiquette Commentsareclosed.Gotaburningquestion?HeadtoourQ&Asectiontostartanewconversation.