According to some experts, the golden rule of marketing is: "if you make your customers have to think, you will lose them".. One way to make sure this doesn't happen is through a well-thought-out and optimised FAQ page. You want to know what it is and how it affects the positioning showcases? Read our article and everything will become clear!
FAQ - what is it?
FAQ is an acronym formed from the first letters of the English words: Frequently Asked Questions and simply means "frequently asked questions". It refers to a particular product, service, website, application, online shop. Each of you has surely encountered this section, where the author/owner of a website posts the questions that usually bother his/her customers and the answers to these questions (usually personally compiled).
Why create a FAQ page?
If you are wondering whether the creation of an FAQ page is necessary, you need to familiarise yourself with the numerous advantages of such a solution. Firstly relieve the customer service department. If you prepare a useful FAQ page, this is what people interested in your company will use. Only if they do not find the answers to their questions there, will they have to contact you directly.
Secondly, the FAQ will shorten the so-called "the customer's buying journey". If there is no need for it to have to wait for a response from your customer department on a purchase, it will make it straight away. In addition, the company signals that it can be trusted - it describes its returns policy, delivery process, etc. You operate in a transparent way so that customers have no concerns about taking up the offer. When they trust you, Google will too.
Where to find the questions you need to answer?
Your strongest support when developing questions should be your customer service department. They are the ones who know what customers are asking when they contact the company. Another source from which you can draw is simply Google suggestions. Autocomplete search queries will tell you what users are typing into the search engine. Simply start typing a question containing a phrase related to your company/industry. The "People also ask" section (box) in the search results is also useful. Here, you will find additional information related to the search, i.e. suggestions of queries from users who were interested in a similar topic.
Of course, there are also plenty of tools to help you research your questions. These include, for example Google Search Console, AlsoAsked.com, and the paid Answer the Public, SEMrush, MOZ or keywordtool.io. By using these, you will know exactly what answers your website visitors are looking for.
What should the answers be?
Answers to questions in the FAQs should meet the following conditions: they must be clear, concise and factual. As far as their length is concerned, they should not exceed two, maximum three paragraphs. What if you find that your answer to one of the questions definitely goes beyond this? This means that you should create a separate article on the topic or... record video! This is a good idea because videos have been proven to increase web user engagement and, moreover, make content easier to understand and remember. They are therefore ideal for use on a FAQ page.
FAQ page - optimisation
It is time to move on to the issue of optimisation FAQ pages. This is a very important process for both user and search engine reasons. Above all, the content of the page should be accurately prepared, valuable and useful from the customer's point of view. It must also remain structure of headingsA clear and aesthetically pleasing layout that makes the site easy to navigate. It is also worth taking care of solid internal linking. If a topic has already been discussed on the site, if terms and conditions have been published, if there is a helpful post, refer the user everywhere.
However, how to make the FAQ page more user-friendly SEO? Firstly, it is necessary to collect keywordswhich you position within the site and devise their positioning in the FAQ section. You can also divide the website into categories (or even subcategories) and use the positioned phrases in them as well. Secondly, it is worth enriching the FAQs with graphics, not forgetting to add an "alt" attribute to them.
New - structured data FAQ a rich snippet
A positive impact on a page's visibility in a search engine has, for some time now, been the correctly entered structured data. Tags are designed to help Google's robots understand the content of the FAQ section, and therefore make it easier for web users to get to the answers to the questions they are asking. If a page is well optimised and the structural data is correctly implemented, answers taken from the FAQ can display in a rich snippet (extended results), i.e. already at the first stage of browsing the search results.
As you can see for yourself, a well-designed FAQ page brings benefits - both in terms of user experience and SEO. Therefore, if your website does not yet have this section or if it is not properly optimised, please change it!
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