How to Incorporate a FAQ Page into Your Content Strategy

May 3, 2022

As of January 2022, Google processes over 1.2 trillion searches annually, or 3.5 billion searches every day. Companies have been implementing different approaches to try and rank on the first page of a search engine.

According to a study by Statista, 72% of respondents in the United States claim to have used a search engine to try and find an answer to customer service questions. To that end, many websites are adding FAQ pages or sections to try and rank higher in Search Engine Result Pages (SERP).  Additionally, Google's new Multitask Unified Model (MUM), which replaces Bidirectional Encoder Representations from Transformers (BERT), is a Long Form Question Answering technology that hopes to answer frequently asked questions, among other complex queries in one search query.

What Is an FAQ?

Frequently asked questions pages, popularly known by their acronym FAQs, are commonly used in articles, blogs, and online forums. Over the years, FAQs have become a vital and must-have feature for most financial businesses and websites for optimizing website navigation.

In 2019, Google launched FAQ-rich results.  By using structured data, your FAQ content could be eligible to display both the question and answer directly on the Google SERP and the assistant. FAQ structured data was highly coveted since it helped users to find accurate answers to frequently asked questions as well as knocking competitors off the first page to accommodate your FAQs.  

Why Include an FAQ on Your Site?

The main goal of any webpage is to highlight your products/ services. By making them understandable and relatable to visitors' search intent. Even though you have detailed your products/services on other pages, you can still benefit from a FAQ page.

Here are some benefits an FAQ page offers to your website.

Provides Helpful Content to Address Common User Issues

If you are looking to optimize your website's usability, then you should consider having a detailed FAQ section. Think of the FAQ page as the main hub for customers to get any answers they have about a particular product or service. Ensure that the content is high quality and provides accurate information to address issues your customers might have.    

Boosts Your Website's Ranking In SERP

FAQs are a favorite for most search engines since they help them understand your business even better. FAQs offer an excellent opportunity for you to place interesting information regarding your business, services, and products, as well as long-tail keywords that users are looking for. Be sure to include specific and detailed questions on your FAQ section for the page to rank higher in search engines.

Establishes Your Business as An Expert

Most people search for queries online to especially find advice from experts. When a customer visits your FAQ page, they expect the answers to be from an expert who understands how the business operates and how to troubleshoot different issues. You can establish your business as a trusted expert by answering their questions with detailed explanations.

Improves Sales

With an FAQ page, chances are you will start noticing an increase in conversions since the amount of traffic on your website is likely to purchase your products or services. However, having an FAQ section with miscellaneous information will not work. The FAQ section needs to be customized to address the specific needs of your customers and should also include backlinks to your products or services.

What to Include in Your FAQ?

Search Structured Data: It is a standardized format that provides information regarding a page and classifies the page content. You need to add structured data to your FAQ page to be eligible for Google's rich results.

Key Selling Points: Since your FAQ section will be the highlight of your website, you should link to product pages from the FAQ page. This will help your internal linking strategy and help generate traffic to other areas of your website.

Speak to Objectives: To put the customer at ease, you need to speak to objectives to hinder any obstacles that might affect closing with the client. You can put detailed disclosure of why people are objecting to your service/ product. By acknowledging the concerns of customers, you are alleviating any distrust of your business or services/ products.

A FAQ section can be a powerful tool to help you do this, maintaining your SEO rank while keeping users informed and up to date. FAQs are also excellent at generating traffic to your other pages. You can do this by adding some internal backlinks to your answers leading to your other web pages.

Contact us today if you want your business to stand out.

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