Crafting an SEO-Friendly FAQ Page that Drives Results

Make sure your FAQ page answers common customer questions

Your FAQ page should provide answers to the most common questions amongst your customers. While it sounds simple enough, you should dig deeper than simply coming up with the questions you think your customers are asking. Tap into your resources and use the data to tell you what questions users are asking. Your frontline workers will be the most valuable sources for collecting questions, but you should also analyse chat logs and site search data. In addition, customer surveys allow you to get the facts directly from the source.

Answers should be clear, concise and factual

While you want your answers to be thorough, it is important to keep them to the point. Keep answers within two to three sentences and focus on the answer to the specific question being asked. Often these answers can be found in existing content on your page, just be sure to rephrase the copy so your website isn’t penalised by Google for duplicate content.

Use your FAQ as a sitemap

It’s a good idea to utilise internal linking within your FAQ page, to drive users to relevant pages on your website where they can find additional info on the topic. Your FAQ page is an important part of the customer journey and is an important step down the sales funnel. Think about user intent here – what is the user likely to do next when they are searching for a particular answer? If they are searching for shipping costs or times, they are probably close to buying. Linking to the cart is a good way to prompt them to complete their purchase.

Pay attention to structure

Some users search, while others browse. To accommodate both types of users, your FAQ page should include s search box with search field suggestions and it’s also a good idea to divide questions into categories. Both tactics help users find relevant information quickly, which can give those who are still in the research phase of their buying journey a little push towards making a purchase.

Monitor your FAQ page

Monitoring your FAQ page closely is essential and there are various ways to do this effectively. If your site runs on WordPress, there are several plugins that have advanced search functionality. You can use these features to understand the most popular searches (which might indicate some confusion on certain sections or products), as well as empty searches (when users’ questions didn’t link to any of the answers in your FAQ). Alternatively, you can use Google Analytics to monitor your site users’ search patterns.