Last Updated on 14/01/2025 by Arabella Brown

The importance of FAQs pages in SEO

If you have a website, chances are you have a frequently asked questions page but you might not be taking full advantage of that FAQ page’s SEO potential. You might actually think of your FAQ page as a necessary evil—a place to list off all the common questions you get from customers in the hopes that they’ll find the answer they’re looking for without contacting your company.

But did you know that your FAQ page could be so much more? With a little effort, your FAQ page can become one of your website’s most valuable assets—an SEO goldmine that helps you attract more website visitors and rank higher on search engine results pages.

FAQ pages continue to be a high-priority item among SEO professionals – but why? FAQs (Frequently Asked Questions) can be highly beneficial for SEO. Here are several reasons why:

• FAQ pages can help search engines understand what a particular website is about. This is because FAQ pages contain a lot of keywords and key phrases related to your product or service. A well-built page that makes adequate use of heading structure will improve crawlability, thus helping Google get a read on a page’s “purpose,” which will then lend itself to better search rankings and, in turn, organic traffic.
• Short-form content is on the rise: Google prioritises informative and relevant content when choosing what to rank, however that content might look. Contrary to popular belief, the search engine no longer ranks the pages with the most words at the top!
• Let us also not forget the value of Google’s SERP features. We’re a big fan of the featured snippet around here – a FAQ is a great way to bring concise, quick answers to the forefront, which the search engine favours for its snippets.
• Improved user experience & satisfying user intent: If you have clear headings, and to-the-point answers under each heading, users will quickly be able to skim the page and find the answer that they are looking for. Satisfying user intent is a critical factor in search engine algorithms.
• It’s not just the search engine that will appreciate this type of webpage; it’s also a benefit to the user, which is even more critical to a site’s success. FAQ pages give users the necessary information without making them work for it. These pages should be an ever-growing source of value to an audience, where they reflect their common concerns and respond to them.
• Featured Snippets: Well-structured FAQs using schema markup have more chance of appearing as a featured snippet because Google will clearly be able to understand your content. This can increase your visibility on Google, and lead to more click-throughs to your site.
• It can even help to drive conversions. Decision-making is an essential aspect of the consumer process, both online and offline. It’s why you read the packaging on a product at the store to see what’s in it, ask your friend if they think this would look good on you, or trawl reviews to ensure you’re getting a good buy. A user with a clear idea about what they’re buying or downloading, who they’re contacting, or where they’re going, is more likely to proceed with that transaction.
• Provided your content also contains keywords, and internal/external links, and your site has a good number of backlinks, FAQ-style content should rank well for SEO.
• In addition to helping you target specific keywords, FAQs can also help improve your website’s click-through rate (CTR). A well-written FAQ page anticipates the needs of your website visitors and provides them with the information they’re looking for—ultimately leading them to take action on your website. The better your CTR, the higher you’ll rank in search engine results pages.
• FAQs also play a part in technical SEO. A well-optimized FAQ page makes it easy for search engines to crawl and index your website, which can improve your overall ranking in search results.

In summary, when you add FAQ schema to your website, you give search engines a roadmap of that FAQ page. This helps them understand the content on your page and makes it easier for them to index your website. As a result, your website is more likely to rank higher in search results.

FAQs are a quick and efficient way to answer a user query, as well as an opportunity to place target keywords and link to other relevant bits of content on your site. Google continues to place more importance on user experience these days, and especially with most Google searches now being conducted on mobile devices, so a 4000-word page isn’t always the answer.

If you would like our advice or to engage with us, please do contact us on projects@icaruscommunications.co.uk or contact owen@icaruscommunications.co.uk