An FAQ (frequently asked questions) page is the page on your site where you answer, well … frequently asked questions. Businesses use them so they don’t waste time answering the same questions repeatedly.
They’re useful as customer education, but they’re increasingly becoming part of a smart SEO strategy. Why? Because they’re search engine friendly due to the question format and keyword-rich content.
Consider it from the search engine’s viewpoint: they want to offer their searchers the best search experience, and most people search (especially on mobile) by asking questions. Because there’s no easier way to answer questions than with FAQs, Google, Siri, Alexa, and Cortana are happy to take searchers straight to what they want – an answer to their question.
If you’ve written your FAQ page right (i.e., with the right questions and keywords), the search engines will easily find your page and boom, you’ll have site visitors. It won’t always lead to a conversion, but more visitors equal more chances.
Here are tips for writing an FAQ page that will help your customers/prospects and put you in good standing with Google and the voice search engines.
Keep it organized
Just because someone lands on your page doesn’t mean they’ll stay there, but there are ways to increase the chances, and one of them is having an organized FAQ page. If they ask a question and Google sends them to your page, but it’s so disorganized they can’t find the answer, you lost them.
- Group your questions into categories
- List only the questions but make them expandable with a click (for less clutter)
- Offer a search feature
Add links to relevant pages
One of your website’s goals should be a good user experience, so if you can link to a blog or site page that expands on the FAQ's answer, your visitor will be satisfied that their question is completely answered.
Once you get a visitor, your goal is to keep them. Links to appropriate pages will take visitors to pages they’d otherwise miss, show them things they didn’t know they were looking for, and help them find your main page, contact page, and ordering page.
Make it a 'living page'
Don’t create an FAQ page, dust your hands off, and be done with it. If you stop selling a product or service, for example, or change the way you make deliveries, or get new questions, you’ll need to update the page. Also, Google loves new content, so if you can regularly add new content or update existing content, you increase the chances of Google sending visitors your way.
Use the right language
Remember, you’re answering your customers’ and prospects’ questions, so you need to do it in their language – answer questions with language that resonates with them, not you. (That means no business jargon and no industry buzzwords.)
If you don’t have an FAQ page, it’s worth the effort to create one, from a customer service standpoint as well as for SEO. To figure out which questions to use, ask your marketing and sales teams and go through your emails to find the most popular questions.
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