If you’ve ever searched in Google and the list of results came with an FAQ listed beneath one or two of the links, then you’ve already seen FAQ schema in action! These helpful little blurbs make it possible for users to find what they’re looking for with ease, often leading to more conversions and better engagement by addressing pain points. If you haven’t taken advantage of them for yourself, then you need to learn how to implement schema right away.
FAQ Schema: Boost Conversions, Reduce Frustrations
Last year, Google announced that it would support “the new How-To & FAQ structured data markup within Google Search and Google Assistant,” allowing “webmasters to further enhance their search engine ranking positions (SERPs), along with providing more ways for users to access content from websites.” We’ve gone ahead and done some testing on our end to see if there are real benefits to implementing FAQ schema into your site pages, and – yes, it’s true! One client who took a step into this brave, new world of web tips and tricks has already seen conversions as a result.
What’s involved, though, in getting started with these FAQs? First, it starts with you determining the list of questions and answers that you want to provide in SERPs for your audience. This list should live on the relevant page of your site too, of course; we’ll use our website as an example. Say that we wanted to create an FAQ for our “Search Engine Optimization” page. We would first do some keyword research in order to determine which words and phrases are being searched for most, such as “SEO,” “search engine optimization,” etc. Then, we would take that even further and figure out which questions are being asked with those words or phrases involved (such as: “What is search engine optimization?”). Next…
Questions, Answers, and Code, Oh My!
With our keyword/phrases and questions now identified, the next step is to come up with the answer. Keep the sentences on the shorter side and your answers to a line or two. Making sure that you’re succinctly answering the question (“SEO (Search Engine Optimization) is critical for your website to display highly in organic (non-paid) search results”). Put together a list of about five on a single page.
After that point, you can add in the code snippet, unseen, to the page. This is what clues Google in to the fact that you have an FAQ schema living on your site, and which – if added properly – will tell Google to start showing that snippet when your page comes up in search results. After you take this step and then re-index your site, you should see the results before long!
What are the benefits of the schema from a real-world perspective? “It can lead to capturing more visual real estate within your target SERP, leading to a higher click-through rate, giving you the competitive edge against your rivals.” Also, Google seems to be rewarding websites that utilize this functionality by ranking them more highly, which is always a reason to give something like this a try.
Developing Your FAQ Strategy
You might be wondering: by providing all this information right there in search results, are you risking that people might not click on your website at all, and that you’ll lose out on traffic as a result? It’s true that you may not see as much traffic, but that’s usually because those people have already had their questions answered and will then just get in touch directly to take the next steps. You’re essentially avoiding any frustrations they may have had previously in hunting for answers on your website and are instead delivering on a better user experience.
It can be difficult to know how or where to start with new trends like implementing an FAQ schema, but we’re here to help. If you want a partner in getting these questions and answers added into your site pages, then get in touch with Eyler Creative today!