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Are FAQ pages actually good for SEO?


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Emma Stretton
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If you’ve ever visited a website and found a Frequently Asked Questions (FAQ) page, you might have wondered why it’s there. Is it just a way for the company to provide quick answers to common questions? Or does it serve a purpose beyond that? Most of the time it’s a dead space with zero organic value. But it doesn’t have to be that way. FAQ pages are not only helpful for website visitors, but they can also be beneficial for search engine optimisation (SEO) purposes if you have the right SEO experts in your corner.

What are FAQ pages?

A goldmine for keywords.

An FAQ page, also known as Frequently Asked Questions page, is a dedicated section of a website where businesses provide answers to common questions that customers or visitors may have. This could be about their products or services, how their business operates, or customer service oriented queries. The main reason for having an FAQs page is to directly address common queries and concerns to provide instant information and reduce the need for customers to contact customer support or search for answers elsewhere. With 50% of users expecting some form of customer service from businesses 24/7, having all of this information in an easily-accessible page from the main navigation on your website improves the user experience by providing relevant information that ultimately saves time for both the business and the customers. Time is money after all. Simply put, it creates more satisfied customers that stay on your website longer.

FAQ pages aren’t just a handy feature on your website though. When optimised properly, they can also contribute to your Content Marketing efforts by including keywords and phrases that are relevant to your business, making it more likely to rank higher in search engine results and get more customers through your virtual doors.

Types of FAQ pages

Not all FAQ pages are created equal. There are different types of FAQ pages you can add to your website, each with its own purpose and structure.

1. General FAQ page


The most common type of FAQ page is a general FAQ page. This page provides answers to a wide range of questions that users may have about a company, its products, or its services. It covers topics such as pricing, shipping, returns and frequently encountered issues. A well-organised and comprehensive general FAQ page can save both the user and the business time and effort by addressing common concerns upfront.

2. Product-specific FAQ page


For businesses that offer a wide range of products or services, it can be helpful to have product-specific FAQ pages. These pages focus on addressing questions specific to individual products or services. This allows users to quickly find information about a particular product without having to navigate through a general FAQ page. Product-specific FAQ pages can provide detailed information on features, usage, maintenance and troubleshooting.

3. Technical Support FAQ page


Companies that offer technical products or services often have a dedicated FAQ page for technical support. This page addresses common technical issues and provides step-by-step troubleshooting guides. It can include information on software updates, compatibility, error messages and hardware configurations. A well-maintained technical support FAQ page can reduce the number of support tickets and provide users with immediate solutions.

4. Pre-sales FAQ page


A pre-sales FAQ page is specifically designed to address questions and concerns potential customers may have before making a purchase. This FAQ page focuses on product comparisons, pricing options, warranty details and any other information that can help users make an informed decision. A comprehensive pre-sales FAQ page can build trust and credibility, improving the chances of converting a visitor into a paying customer.

5. Industry-specific FAQ page


Certain industries may require specific information that goes beyond general questions. An industry-specific FAQ page caters to the unique queries and concerns of users within that particular industry. For example, a healthcare company might have an FAQ page that addresses medical insurance coverage, appointment booking and medical procedure FAQs. This type of FAQ page demonstrates expertise and shows a deep understanding of the industry.

6. Customer support FAQ page


In addition to providing customer support through traditional channels, businesses can offer a dedicated customer support FAQ page. This page focuses on commonly encountered customer issues and provides solutions. It can cover topics such as account management, billing inquiries, cancellations and account troubleshooting. A customer support FAQ page can enhance customer satisfaction by offering self-service options and reducing response times.

How can FAQ pages benefit SEO?

As per, Google is secretive AF about the exact ranking factors for their search algorithm, leaving it to the SEO vigilantes to find out the truth and help unknowing business-folk like yourself. Here’s what we know (no thanks to you, Google).

Improved user experience


Search engines place a high value on user experience. When a website provides a positive user experience, it usually means that the site is relevant and useful to visitors. FAQ pages can contribute to a better user experience by providing quick and helpful information. When people find the answers they need easily, they are more likely to spend more time on your site and engage with your content. This can lead to longer average session durations, increased page views and higher conversion rates – all factors that search engines consider when ranking websites.

Enhanced Organic search rankings


One of the primary reasons why FAQ pages are beneficial for SEO is because they provide an opportunity to target specific keywords. When people search for answers to their questions on search engines, they often use long-tail keywords that match the exact queries they have. By including these long-tail keywords in your FAQ page,  search engines can better understand the content of your website and you increase the chances of ranking higher in search engine result pages (SERPs) for specific search queries. In fact, by simply having an FAQ schema markup on your page you will increase your chances of getting to position 1 by 2%. If you’re not using your FAQs page as an opportunity to go after those high-converting keywords, it’s your loss. Probably worth speaking to your current SEO agency about that and thinking about your break clause.

To find relevant keywords for your FAQ page, think about the common questions or concerns that your target audience may have. Use keyword research tools like SEMrush and Ahrefs, or even a simple Google search to determine the specific queries people are using. By incorporating these keywords naturally into your FAQ page, search engines will have a clearer understanding of what your content is about, which can improve your rankings.

Improved website visibility


Search engines value informative and well-structured content. By creating a comprehensive FAQ page, you are providing valuable information to your visitors, which can improve your website’s visibility and authority in the eyes of search engines. This, in turn, can improve your overall organic search rankings. 

Increased website traffic


FAQs attract visitor traffic. When users search for specific questions or topics related to your industry, having a well-optimised FAQ section can help your website appear in search results. If your FAQ answers are informative and valuable, users are more likely to click on your website link and explore further. The more relevant traffic your website receives, the greater the opportunity for conversions and business growth.

Reduced bounce rate


FAQ pages help keep visitors engaged on your website by providing them with quick access to the information they need. By reducing the bounce rate (the percentage of visitors who leave your website after viewing just one page), search engines perceive your website as more valuable. This can positively impact your search engine rankings.

Opportunity for internal linking


Internal linking is an important aspect of on-page and Technical SEO. By including FAQs throughout your website, you create opportunities for internal linking which help search engines understand the structure and hierarchy of your website. They also enable users to navigate through your website and find more information on specific topics of interest. By strategically incorporating internal links within your FAQs, you can guide users towards crucial landing pages and drive more conversions.

Establishing authority and trust


FAQs can also help build credibility and trust with your audience. With the rise of Google’s E-E-A-T quality guidelines, establishing your authority and expertise has become crucial for SEO. By addressing common questions and concerns, you demonstrate that you understand your customers’ needs and have the expertise to provide valuable answers. When users perceive your website as a reliable source of information, they are also more likely to trust your brand and make a purchase or engage with your services.

Easy-to-share content


FAQs provide easily digestible content that is highly shareable. When users find valuable answers to their questions, they often share them with their peers and on social media platforms. This can lead to increased visibility and potential backlinks, both of which are beneficial for SEO efforts.

Voice search optimisation


With the rise of voice assistants like Siri and Alexa, optimising your website for voice search has become crucial. Almost 30% of people are now using voice commands to search online so having a dedicated FAQ page with concise, easy-to-understand answers can improve your chances of appearing in voice search results.

How to optimise your FAQ pages for SEO

To fully leverage the SEO benefits of FAQ pages, it’s important to optimise them correctly. Here are a few tips to help you do just that:

1. Use targeted keywords


Incorporate relevant keywords naturally into your questions and answers. This will help search engines understand the content of your page and rank it accordingly.

2. Provide detailed answers


Don’t just provide short, vague answers. Instead, aim to give comprehensive explanations that provide real value to your visitors. This not only helps with SEO, but it also enhances the user experience.

3. Structure your page


Break down your FAQ page into categories or sections to make it easier for users to navigate through the content. This improves the overall user experience and makes your page more SEO-friendly.

4. Include internal links


Link to other relevant pages on your website within your FAQ answers. This helps search engines discover more of your content and improves your internal linking structure.

5. Update content regularly


Remember to regularly update and expand your FAQ page to stay relevant to your audience and keep up with any new queries or concerns that may arise.


Incorporating FAQs into your website’s SEO strategy can propel your website to new organic heights, but the results will only be as good as the SEO team fighting in your corner. You need the experts in Technical SEO, Content Marketing and Digital PR combined to beat the competition. Lucky for you, that’s what we do best. Send us a signal and crush the competition.

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