According to Microsoft, 95% of customers say customer service plays a major part in their brand loyalty.
FAQ pages make for a top-notch customer experience, after all. If you want your site visitors to know what it feels like to have their needs put first, communicate with them using a FAQ page.
Chatbots, customer reviews, and social media support lines like Twitter are ways to help customers along their buyer’s journey.
But an FAQ page can earn the trust of customers, provide additional insights into your products and services, and help you secure sales.
So, don’t sleep on FAQ pages. They serve as a great assistant for your customers and your site’s SEO.
That’s right, FAQ pages are good for SEO.
When designed with an effective SEO strategy, FAQ pages capture your customers’ attention and help you rank high in the search engine results pages (SERPs).
It takes a little keyword research to generate FAQ ideas, but that’s where an SEO tool like Ubersuggest comes in.
It helps identify keywords with high traffic to feed into your content strategy.
Let’s use Ubersuggest to craft FAQs that turn visitors into customers.
How FAQs Help With SEO
Just how valuable are FAQs for SEO?
You can use keywords you already rank for to identify topics and questions of value to your visitors.
Let’s say you’re a specialty meats distributor like ButcherBox and two of your keywords are “specialty meats” and “quality meats.” You’ll want to communicate that you are one of the best places to get hot dogs to users searching for quality hot dogs.
One question you could pose in your FAQs is, “Where can I find the best hot dog?” “Which hot dogs are the best?” is another question to boost your SEO with an aligning keyword while meeting your messaging goals.
By taking this approach, you’re positioning yourself as a solution—an answer to potential customers’ questions. This is what search engines like Google will notice and rank you for. That’s how you’ll get matched to queries with similar search intent. From there, you’ll start noticing conversions from FAQs.
You can educate your user by answering questions simply and concisely.
Use your SEO strategy to form your FAQ ideas and demonstrate your value to users.
Then watch the organic traffic flow in.
FAQs in Rich Results: Why Aim For Them?
Other than being a source of information for visitors, FAQs can appear in rich results.
Rich results are valuable because:
- They have the potential to increase your click-through rate (CTR).
- They take up more space in the SERPs, increasing the chance that users will see the link to your page.
So, how do you achieve rich results? Adding FAQ schema to your site is one way.
Google can read and interpret questions and answers on your FAQ page if you use FAQ schema. Then highlight them in the SERPs. Like this:
Take some time and test your FAQs’ richness using Google’s Rich Results Test to make sure the information you’ve implemented is helpful.
What Makes Strong FAQ Ideas?
Strong FAQ ideas answer what users are looking for and may need.
It’s best to start with questions customers ask the most during the course of business.
Beyond identifying these via your customer service data, you can perform keyword research. Knowing what terms users are searching gives you a good sense of what questions you should pre-emptively answer through FAQs.
As users get deeper into their search, there may be things they need to know or understand along the way. Strong keyword research will help you develop FAQ ideas that match your users stride for stride.
If your FAQ ideas align with the topics that pop into users’ minds while visiting your site, then you’ve got the ultimate opportunity to earn their trust.
How to Use Ubersuggest for FAQ Ideas
To get some good FAQ ideas flowing, give Ubersuggest a try.
Let’s head over to the tool:
Say you’re a party supply wholesaler putting together a FAQ page for your top-selling product—disposable dinner plates.
Let’s enter “disposable dinner plates” as your keyword in the Keyword Research section to find SEO-rich FAQ ideas.
From our immediate results, we can see that people are searching for “disposable dinner plates” in bulk, for weddings, and the most popular styles.
Those are three key insights you can apply to your page and use to form FAQs.
Let’s practice forming FAQs with this data.
I see an opportunity to use:
- How many “disposable dinner plates” do I need for a wedding?
- What are the most popular styles for “disposable dinner plates”?
- Where can I find “disposable dinner plates” in bulk?
Those would work well on your site, as you can already see the need for an answer to these questions based on the traffic behind the keyword.
Staying within the Keyword Research section, let’s press the Questions feature to make things even easier.
With a click of a button, you have at least a list of five solid FAQ ideas.
I want to show you some more results.
Let’s go down to the Keyword Visualization feature and see which questions we can apply to your FAQ page.
Even by inputting “disposable dinner plates” as the keyword here, we discover another relevant keyword for you to use: “dinnerware.”
So not only can you get a relevant list of FAQ ideas for your page, but you can also uncover other keywords.
The plus is that these questions are all filtered from users’ search intent.
That means your potential customers are already asking these questions. Now you can answer them with your FAQ page and your product offerings.
Examples of Good FAQs
Other than the FAQs you’ll find on my posts, here are five examples of good FAQ pages so you can analyze what makes them effective.
Apple adopts an innovative approach, categorizing its support page by product.
This layout is useful for companies that sell a variety of products or services, each with its own set of instructions and features.
When searching for topics, users also find some starting points that help if they face these common difficulties like FAQs regarding repairs and insurance:
Apple’s format is using FAQs that piggyback off each other in a “what’s after that?” fashion. This shows they know their product and have already anticipated what’s next to help relieve your pain point.
What makes Spotify’s FAQ community hub stand out is that expert users can answer questions for other users.
These are great FAQs to highlight because it feels as if Spotify has stepped into the shoes of the user actually experiencing these roadblocks while using the system.
It’s in an “I knew you would ask that, and I have just the answer you’re looking for” manner.
When you click on a user’s profile, you’ll notice Spotify’s stats sheet layout.
Users can achieve high-ranking status by engaging with other users in various ways, such as by answering FAQs.
Because you can view user profiles, it’s easy to determine who knows the software well. Plus, you can take comfort in the fact that Spotify has a vetted community of experts, even beyond their employees.
3. Crate & Barrel
This all-in-one solution customer service hub is a gem for users. Anything you need to know is on this page.
See how they’ve taken the time to capitalize on FAQ SEO by categorizing FAQ pages. The FAQ pages are keyword-driven based on the products Crate & Barrel sells.
Notice how you can toggle through the FAQ pages you may need to the left side of the screen.
This just makes navigating the website that much easier, which boosts the user experience and works in favor of the company’s SEO strategy.
Slack’s FAQ page has a similar hub to the other examples we’ve covered:
However, I will note one key difference is how they’re leveraging FAQ SEO in a long-form style by including featured articles and Slack Tips to guide customers who need assistance.
This is a helpful way to fold in more SEO keywords while helping the user.
Dropbox has dropdowns to answer their questions.
They also offer a knowledge base to address more detailed questions and then guide you toward a direct help center or chatbot if you still can’t find what you’re looking for.
If you scroll down, there are longer articles—some in step-by-step format. This is helpful when the answer to the question just isn’t enough information.
Now, the user knows you thought of their potential frustration and offered a way to walk them through it. Bonus for you: You got another space to be more keyword-driven with your responses.
Frequently Asked Questions
Yes, FAQ pages are beneficial to organic performance when optimized for relevant keywords, built for the best user experience, and marked up with structured data like schema markup.
A good rule of thumb is a maximum of two paragraphs. Go back to the examples and you’ll notice the same. Anything more would require a specific article page or direct customer service contact.
Every FAQ should include answers to common questions from customers on products, services, and even the brand. You can analyze your customer service data and use Ubersuggest to identify those common questions. Once you have your questions in place, answer them concisely and in a way that capitalizes on SEO. Once you’ve established your FAQ content, you can implement a hub or community of experts to further enhance the user experience.
Now you’ve got everything you need to publish your FAQ page(s).
What makes a successful FAQ page is remembering the customers who will be using it.
Your FAQs are a first-hand resource for them and a reflection of your idea of customer service.
Having data to shape your FAQs will be important to assist customers intentionally, but they need to know how to apply insights to their offline experiences.
Remember, as you grow your business by expanding, your FAQs need to be updated to keep your content fresh.
You can always refer to this post and follow my Ubersuggest guide.
Get started making the most useful FAQ page for your users and your SEO strategy.
What are your tips for coming up with FAQ ideas?