AiroAV Announced: Writing FAQ Page Schema for More Clicks - Jonathan Cartu - Advertisement & Marketing Agency.
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AiroAV Announced: Writing FAQ Page Schema for More Clicks

AiroAV Announced: Writing FAQ Page Schema for More Clicks

Structured data has been a popular topic in the technical SEO realm in the last several months. Changes in the review schema guidelines have affected companies across Google. Being listed as the featured snippet is now not shown again lower on the search engine results page (SERP).

For example of the previous display:

Local SEO algorithm changes have boosted hyperlocal searches and pushed the importance of local business structured data.

Additionally, the focus has been fixated on FAQPage schema and its ability to take over the SERP. However, with the threat of zero-click search results, the question must be asked: does the use of FAQPage schema result in fewer clicks or more?

Let’s break down details you must know about FAQ schema and how to write it to result in more clicks, not less.

What is FAQ Page Schema?

FAQPage schema is a type of structured data that enhances a search result by adding a drop-down feature below the search result. This drop-down contains three or more questions that help strengthen your result by answering the full intent of the search.

For example, if you Google “insurance reviews”, there is a result for Consumer Affairs that shows three questions on the topic of car insurance.

When you take a more in-depth look at the page result, the questions showing up on the SERP are located on the “Car insurance questions” section of Consumer Affairs’ page.

What is Schema Used For?

Schema has numerous alternative names, including schema markup, structured data, rich results, and more. Regardless, its ability to help your website stand out on the SERP can be incredibly beneficial to showcase your brand over competitors.

Many arguments about how utilizing schema can boost rankings have swirled around the search marketing space. However, they were quickly debunked by John Mueller of Google.

How to Set Up FAQ Schema

FAQ schema is a piece of code that must be added to each page you want the schema to show up for. Luckily, various tools exist to help you get set up.

Hear me out; you do NOT need to be a highly technical SEO to be effective in implementing FAQ schema strategies.

Step 1: Identify Pages to Add FAQ Schema To

To meet Google’s guidelines for FAQPage schema, have an FAQ page written already or a product page that lists FAQs. The purpose is to create structured data that enhances the user experience of the search itself.

The problem with this structure is that it limits your ability to use FAQPage schema to pages with FAQ sections listed, or does it?

We have discovered examples of FAQPage schema used to provide answers to the questions that are answered within web pages. For example, if you Google the difference between SEO and PPC, ReliableSoft created FAQpage schema without having an exact FAQ section on the page. They use their H3 headers as FAQs and implement them into the structured data.

The best questions to keep in mind when creating pages with FAQ schema are:

  1. Does adding FAQschema enhance the user experience?
  2. Does the content on my page answer the questions around my target keyword?
  3. Will this attract more relevant users to my site?
  4. Will this make my webpage a zero-click search?

By carefully weighing the benefits and costs of adding FAQ schema, you allow yourself to reflect on your content and dive deeper into your keyword targeting as well to make sure it is aligned.

Step 2: Build Out 3 Questions to be Answered

Now that you have determined precisely what pages are primed for implementing FAQ schema, you can begin to strategize what questions you will be answering with this schema.

There are a few ways to determine what questions Google believes helps enhance the SERP:

  1. Analyze the “People also ask” section.
  2. Analyze “Related Searches”.
  3. Analyze individual pages that rank, and determine the questions they answer.

“People also ask”

The “People also ask” section is a beneficial way to determine what Google believes are vital questions to answer on the SERP. You may want to pull these questions and make them new headers in your content.

When I build content briefs, I usually analyze these and pull the most relevant questions that align with the intent of the SERP.

“Related Searches”

You can do the same with the “Related Searches” section. They provide you with a list of other search queries related to your targeted keyword.

Once you have determined topics and questions that need to be answered, you can cross-reference with the content that is on your page, and pull the best material that is aligned.

Analyze Individual Pages That Rank

Competitor analysis is a well-documented marketing strategy that is used by almost everyone. When you Google something, you see a list of results that you are trying to compete with for a specific keyword. Those articles have been determined by Google to answer the best questions that relate to the particular search.

It is crucial to analyze the individual pages that rank because you can get a good idea of a trend of ideas and questions discussed in the top articles that you may need to address as well. In this case, if you find a few questions or topics discussed in numerous articles, you may want to use similar questions or topics in your FAQ Page schema.

Step 3: Create the JSON-LD Code

JSON-LD (JavaScript Object Notation for Linked Data) is the code you will pull that represents the FAQpage schema.

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Luckily, several tools exist for you to use to create this code:

  1. Merkle – Technical SEO’s Schema Markup Generator – https://technicalseo.com/tools/schema-markup-generator/
  2. Hall Analysis JSON-LD Schema Generator For SEO – https://hallanalysis.com/json-ld-generator/
  3. JSON-LD Generator – https://jsonld.com/json-ld-generator/
  4. Rank Ranger Schema Markup Generator – https://www.rankranger.com/schema-markup-generator

Personally, Merkle’s Technical SEO tool is my preferred method because its steps are straightforward:

  1. Add your questions and answers into the…

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