What Is FAQ Schema?
FAQ schema is a form of structured data that labels questions and answers on a webpage so machines can understand them. The structured data works by explicitly telling Google that this is the question asked and this is the answer to that question. Labeled information is easy for Google to use to add rich results in the search results, which benefits websites with more traffic.
Who Can Use FAQ Structured Data
FAQ Structured Data is specifically for pages with pairs of one question and one corresponding answer. What is unique about FAQ structured data is that it can be implemented on virtually any kind of website, whether it is a local service, ecommerce, or an informational webpage. The near-universal applicability of FAQ structured data makes it ideal for any webpage to use to gain a ranking edge. The only websites that cannot use FAQ structured data are ones in which multiple answers are given by website visitors, such as in a web forum.
Five Benefits of Using FAQ Schema
1. FAQs Can Lead To Enhanced Search Listings
Enhanced search listings for FAQ structured data have multiple benefits. A significant advantage is dominating more digital space in the search results. This not only makes your search presence larger, but it can also push a competitor to the second page of the search results. Google only shows two FAQ questions per website, a scale-back from the original six questions when the feature rolled out, to offer other websites a chance to rank on the first page of the Google SERPs.
2. FAQs Create A Better User Experience
A good user experience is to provide website visitors with the exact content they need at the moment. But sometimes they need additional information. A publisher or ecommerce store can choose to add paragraphs and paragraphs of more content. But it is a better user experience to use an FAQ format because it makes it easier for visitors to zoom in on the relevant question quickly. FAQ sections on individual webpages provide a convenient way to answer questions without slowing down other visitors, which is why FAQs are said to improve the user experience. Questions can be grouped together by topic, with links to the answers further down the webpage, making it super easy for a visitor to identify the relevant topic quickly and then click on the relevant question.
3. FAQs Increase Webpage Relevance
Product pages can be frustratingly similar to pages published by other merchants selling the same or similar products. This can result in product pages that lack uniqueness. FAQ content allows merchants to add useful content in the form of questions and answers discretely that does not distract shoppers while also helping the consumers who have questions. The additional questions and answers add useful and unique content that increases the relevance of those webpages, helping to boost them in the search results when done right.
4. FAQs Add More Content To Thin Pages
There are many situations where a webpage does not have too much content or lacks original content. One example is a service area page for a local service provider that serves multiple communities. City pages can be similar to each other, increasing the risk that they will be seen as thin content because there is little on the page that is unique to other pages. FAQs allow service providers to add unique content to webpages that otherwise would be near-duplicates of all the other city service area webpages.
5. FAQs Can Help Conversions
Creating frictionless customer experiences is important to help them decide to take the desired action, such as purchasing a product or filling out a contact form. Paragraphs of content can be distracting. FAQ sections on individual webpages provide a discrete way to add more content without distracting potential customers. The answers can be hidden behind a "click for answer" link, shrinking the amount of space occupied by the questions and answers. Thus FAQs help to maintain the desired frictionless experience that does not slow down motivated consumers and sales prospects.
When Not to Use FAQ Schema
Considering all the benefits to visitors and publishers, some might ask, "when should I not use FAQ schema?" And that is actually a reasonable question because there are reasons why adding FAQ Schema (and the associated FAQ) might not be useful. One consideration is website speed. Adding FAQs can require adding JavaScript to create the hidden answer function. Using a plugin for adding FAQ structured data can also slow down a page with JavaScript. The reason JavaScript (plus style and font downloads) can be problematic is that they contribute to slowing a webpage down. Also, sometimes the content on the webpage is enough, and adding additional content in the form of FAQs might begin to make the webpage less relevant rather than more relevant. Lean toward improving the user experience in answering questions. If the FAQ is superfluous and does not really add relevance or helpfulness, then maybe it is better not to use the FAQ on that page.
How to Create FAQ Schema
There are many WordPress plugins today that offer FAQ structured data implementation. Some WordPress SEO plugins like RankMath offer FAQ schema functionality built into them. The WordPress plugin archive offers a selection of dedicated structured data plugins that make it simple to add FAQ structured data. For those who want to add the structured data individually, a search for FAQ structured data generators yields many sites that offer a fill-in-the-blanks method for creating the correct structured data. Every Content Management System, both open-source and proprietary SaaS closed-source platforms, should offer the FAQ and FAQ schema functionality, if not built-in, then with an add-on extension or plugin. But if you really want to optimize your pages, it is fairly easy to hand code the necessary template and add the structured data manually to each webpage. Just consult Google's Developer Page for FAQ Schema to see what variables are needed for a successful outcome.
Google's FAQ Schema Guidelines
An important rule that applies to every kind of structured data is that everything that is in the structured data script must also be visible on the webpage itself. Adding structured data information that does not exist on the visible part of the webpage can result in a manual action penalty from Google. Beyond that, there are three guidelines Google recommends all publishers follow when adding FAQ structured data:
- General structured data guidelines
- Search Essentials
- Content guidelines
Also, take time to read the entire Google developer page dedicated to FAQ structured data.
How to Validate Your FAQ Schema
Schema Validation is the process of testing to see if the structured data conforms to Google's FAQ structured data requirements. Structured data must be valid for the webpage to become eligible for an enhanced listing in the search results. The best way to validate FAQ structured data is with Google's Rich Results Test. That test will provide feedback if anything is missing and show if the code is valid and eligible for a rich result.
Conclusion
FAQ Schema.org markup is something that every site should at least consider adding when creating a webpage. The usefulness of adding this to a webpage goes far beyond becoming eligible for an enhanced listing in Google's search results. More resources include 25 Best Examples Of Effective FAQ Pages, Google Allows FAQ Structured Data for Non-FAQ Content, and Google: FAQ Schema Can Be Used On Select Questions.
Featured image: Maks_lab/Shutterstock
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