Posted on / by Chris Parlour / in SEO

Why FAQs are Important to your SEO Strategy and How to Write a Good FAQ Page.

Frequently asked questions, or FAQs as they are known, are a great way to improve your customer’s experience of your website. It allows you to answer the questions that are most commonly asked surrounding your product or service. At the same time, there are also many other benefits to having FAQs on your website.

Why are FAQs important?

FAQs enable you to deal with specific queries that your customers have about your business. They also represent another way to reach out and connect with your target audience. Therefore, it is one of the most important elements of your website strategy.

Are FAQs effective?

When it comes to increasing traffic to your website through search engines, a great FAQ section can actually hold the biggest potential. It is also a great way to optimise the user experience and increase conversions from your site. 

One of the biggest reasons for a user not converting into a sale is unanswered questions or a thirst for more information. By including a well-developed FAQ section, based on the common questions your customers ask, you can bridge that gap.

FAQs also represent high quality, relevant content. This is looked upon favourably in the SERPS (for those who don’t know – the search engine results page) and can go along way to improving how your website ranks.

How are FAQs effective? To summarise:

  • They improve user journey by addressing the needs of your customers
  • FAQs increase your levels of high-quality and relevant traffic
  • They improve site visit time and conversion rate
  • They also represent high quality and relevant content that can improve ranking performance.

How to write a good FAQ page

The first and most important point is to understand your target audience. Being efficient with your keyword research can help you understand the questions that your potential customers are asking through the ‘People Also Ask’ section of the search engine results page. 

When writing the answers to your FAQs, you should ensure that they are concise, insightful, and link back to the products or services that you are promoting. Online behaviour, particularly when in the cycle of purchasing, usually requires quick, to the point, and easy answers. Long wordy answers should be avoided in most cases.

The format of your FAQs can also have an impact on whether they are effective. Organising them into themes is a great way to assist your customer through all aspects of the areas they are questioning. The easier the information is to consume, the better it is for the user.

Finally, look to leverage your FAQ content with long-tail keywords that your customers are searching for. This will not only improve the quality of your content further but also boost your search engine optimisation efforts. It will give you the potential to earn rich snippets on the search engine results page when these keywords are searched for, increasing your overall reach.

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