How to Add FAQ Schema to Any Page

TL;DR: FAQ Schema is structured data markup that can be added to a webpage's code that contains answers and questions. Add it with structured data publishing tools.

Author
logo-short-whiteChristian Lindquist
Date modified
23/01/2023
How to Add FAQ Schema to Any Page

What is FAQ Schema?

FAQ Schema is structured data markup that can be added to a webpage's code that contains a list of questions and their answers. This information tells search engines about the frequently asked questions (FAQs) that exist on the page (if they do).

FAQPage schema markup type uses schema.org's vocabulary in the form of JSON-LD, RDFa, or Microdata.

When crawlers (e.g. Google or Bing) see the markup they use this data to understand your content better and may display SEO FAQs in a rich snippet in search results.

This is a FAQ schema markup example:

FAQ Schema Markup example

As of January 2023, Google mostly show only two FAQs in the SERP.

The above example would be enabled by adding this markup to your HTML using JSON-LD format:

{
      "@context": "https://schema.org",
      "@type": "FAQPage",
      "mainEntity": [{
        "@type": "Question",
        "name": "What is FAQ Schema?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "FAQ Schema is structured data markup that can be added to..."
        }
      }, {
        "@type": "Question",
        "name": "Is FAQ Schema good for SEO?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "Yes, FAQ schema markup is good for SEO as it helps search..."
        }
      }]
    }

(truncated for visual purposes)

Everything you add to this markup code should be visible in your page content.

Is FAQ Schema good for SEO?

Yes, FAQ schema markup is good for SEO as it helps search engines understand the semantic meaning behind question related queries in your content, and their corresponding answers, but there's more.

We've digested 5 reasons why FAQ schema improve SEO:

  • Better visibility: FAQ rich snippets is the easiest to achieve, looks authoritative and improves user experience.
  • More SERP real estate: Rich results takes more space in the search results ranking page (SERP), and may outshadow your competitors.
  • Boost CTR & FAQPage: There's multiple case studies showing a direct correlation between CTR and using FAQPage markup.
  • Attracts high quality leads: Helps users to quickly find information they are looking for right in the search result page.
  • Adapted to AI and voice search: It's adapted to question/answer related queries.

SEO Quick wins with FAQ Schema for your website

You should add FAQPage to your page if you have any of the following on your website:

  • FAQ pages
  • Pages with a FAQ section

If you don't have any of these, please consider adding it.

For example: FAQ section at the end of your main page or an article is a nice quick win to enable rich snippets in SERPs. FAQs naturally flow with the content for answering anticipated questions your text may incur to the reader, or it's just a smooth way to summarise the whole shebang.

This is from our metamanager home page:

FAQ Main Page Example

Just nicely added to the bottom of the page, with questions we're asked all the time.

Which pages can the schema markup be applied to?

It's acceptable by Google to use FAQ structured data outside traditional FAQ page formats, so FAQ sections can be valuable for any of these page templates:

  • Blog posts
  • Product pages
  • Category pages
  • Brand pages
  • Home page
  • About us page

The clue is that all FAQs added to the markup should be visible in the page itself. No adding of information which is not present in the content.

If you only have one question and multiple answers (typically a forum thread), you should rather consider using schema type QAPage. Q&A pages looks like this:

FAQ Schema Markup example

For most websites, FAQPage is more applicable.

What Is The Risk Involved With FAQ Schema?

As the answer to a query shows up in the search results, a user may get the information they already needs there and then.

This is called "zero-click searches", and happends when users searches something, but ends up not clicking any of the results. This consists of approx. 25.6% of searches on desktop and 17.3% on mobile.

However, that's perfectly fine as "zero-clicks" already are the reality for many queries. It's still good to show up for branding purposes, and if they want to know more you would do good of being the natural option to click on.

Take this typical zero-click search case:

Zero-click search example

Many users already gets the answer they need, but nothing bad comes from being the one to provide this information, and rich snippets increases the chances of that happening.

How do I create a FAQ schema?

Create FAQ markup yourself, through plugins or with a FAQ schema generator. metamanager has a schema publishing tool that creates the code and adds it to any webpage you choose.

This is the typical process for creating FAQs:

  1. Find relevant pages: You need to add FAQ structured data to webpages containing questions and answers in some form or another.
  2. Select structured data format: Search engines support JSON-LD, RDFa, or Microdata formats, but Google recommends using JSON-LD on any occasion possible, so use that please.
  3. Create markup with FAQPage type: All answers and questions should be added to inside a JSON-LD with FAQPage markup type.
  4. Add to webpage HTML: FAQPage should be added to <head> or <body> sections of your page's HTML code.

In metamanager (after you've connected it to your website), you'll simply click the page you want to add schema markup, select which type you want to add, fill in the answers and questions, and publish. Google will then recognize the markup the next time they re-crawl and re-index your page.

Structured data publishing tool metamanager

To speed up the process you can re-submit your sitemap (also possible to do through metamanager.

Submit sitemap metamanager

If you want to get FAQs to your page right away with metamanager, this is how you'll do it:

  • Book 15 or 30 minutes with us (and we'll grant you an account)
  • Add metamanager pixel to your website
  • Publish FAQ structured data (or any schema type you desire)

How to validate FAQ schema implementation?

When Google has crawled and indexed the page with FAQ markup, you're able to see all validated pages in your Google Search Console account.

Search console structured data

Tip: Follow these FAQ best practices when adding them:

  • Do: Content is submitted by the website itself, and user can not submit alternative answers
  • Do: Include whole question and answer
  • Do: Answer and question must be visible on page
  • Don't: If there's a way for users to submit alternative answers
  • Don't: Use for advertising purposes
  • Don't: Use obscene or offensive language

Conclusion

That's a wrap. Our conclusion is:

  • FAQ schema markup is a structured data type that shows up in search engine result pages (SERPs) with an collapsibles/accordion like rich snippet.
  • It can have a major effect on SEO by improving visibility, take space, improve CTR, attract quality leads and adapt to AI and voice related searches.
  • It's applicable to all pages with FAQ related content.
  • Should be added to a site's HTML code. This can be done through metamanager structured data publishing tool.

"Our tool makes it possible to publish schema markup to any page on your website. Let us show you how."

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