Rewrite Your FAQ Page for Better SEO

Written by: Jason Bayless | May 29, 2014

Have you given your FAQ page any thought lately? Most FAQs are written at the time the website is first designed and then forgotten for years or decades. But like everything else on your website, the FAQ page can be made to work harder for SEO.

Although the Frequently Asked Questions (FAQ) page has been a feature of websites almost as long as there have been websites, few owners make the most of the FAQ page’s possibilities for SEO and educating prospects. For instance, click the FAQ page of the average website and you can usually expect one of three results: 1) a page with lots of questions that have short, inadequate answers; 2) the opposite result, a FAQ page with an essay after each question; or 3) an adventure in keyword stuffing that provides little value for the reader and verges on black hat SEO tactics.

But there’s a way to make your FAQ page better for readers and your SEO strategy, too. Here’s how to do that:

1. List your most important questions that actual customers frequently ask.

Be thorough: You might end up with 20 or more questions, in which case it would make sense to break them into categories.

2. Create new content or link to existing content that answers the questions.

Once you’ve defined your questions, don’t answer them on the FAQ page itself. Instead, use it as an index to link to specific content (such as product pages or blog posts) that answer the question. Link the entire question to the relevant content.

If you don’t already have that content in place, this exercise in FAQ page building can help you identify the kind of content your site has been missing!

3. Post a video introduction.

In addition to the FAQ topics that link to more in-depth answers to common questions, you can create a video to post in the FAQ page (and your YouTube channel, of course) that gives a brief explanation of what you do and the problems you solve for your customers.

Videos are a great tool to use because they can keep visitors on your site, learning about your company, for up to 2 minutes longer than if you don’t post a video.

4. Include a clear call to action.

Below all the questions, and perhaps also on the sidebar, give your call to action — whether it’s to request a quote or to view products.

5. You don’t have to call a FAQ page a FAQ page.

If you want to get really creative with your FAQ page and take advantage of a keyword-targeting opportunity, you can give it some other descriptive name that makes it clear to customers that the page is a FAQ but also includes some useful keywords for SEO. Some suggestions:

  • Problems we solve

  • 10 Things You Need to Know about [your industry or products]

  • [Your Products] 101 or [Your Products] Basics

You can still use “FAQ” on your navigation menu or bar, but the page itself can be a little more creatively titled.

Creating a more up-to-date FAQ page is not hard: You probably have most or all of the content in place. But redoing your FAQ page is a great way to make it more useful to customers, to increase your site’s interlinking, and to identify the content you need to add. And adding more quality content to your site is always a useful SEO tactic.