How and Why to Integrate FAQ on Product/Service Pages
Utilizing Schema.org for SEO benefits (beyond best practices for search engine interaction) is no longer a fresh topic. However, like any concept with proven validity, it consistently finds applicability in concrete solutions.
- What is Schema.org?
Schema.org is a collection of terms used by webmasters to mark up HTML pages in a way that can be “understood” by search engines. It provides a standardized vocabulary to help search engines better interpret the content of web pages. - How It Works and Why It Should Be Used:
A simple <h2> Barracuda </h2> could refer to a predatory fish or a classic American car. For search engines, it’s crucial to clearly understand the content of a webpage to generate relevant search results. Using Schema.org’s universally agreed-upon lexicon, along with formats like Microdata, RDFa, and JSON-LD, adds extra information to somewhat “obscure” elements to differentiate and identify them correctly.
While we won’t dive into the entire ecosystem and its applications, we’ll focus on marking up FAQ sections with structured data and how this impacts optimization. - Why FAQ?
We’re not referring to the classic FAQ pages but rather to integrating FAQ schema into product/service pages.
The goal is to ensure that search engines index your content on relevant topics and keywords. Naturally, users will click on results generated (the answers to their queries). If they wish to learn more, they’ll be directed to the webpage where the FAQ resides.
Even if users find the answers displayed directly in search results without clicking through to your site (known as “passive” searches), exposure and traffic are still beneficial. Google is exploring methods to evaluate “passive” searches, acknowledging the value of such indexing. Websites that rank for FAQs are clearly favored.
After Indexing: It will add a result in SERPs in the form of:
[Insert Example Image of FAQ Result in SERP] - How to Mark Up FAQs with Structured Data:
To ensure proper marking, it’s advisable to consult with a developer or webmaster. Here’s a starting point:- Information about FAQ in Schema: https://schema.org/FAQPage
- Example of Adding Structured Data (JSON-LD, Microdata): https://developers.google.com/search/docs/data-types/faqpage