Search engines and people absolutely adore a properly-built FAQ page. A well-written and SEO-friendly FAQ page on your website helps you demonstrate that you care about your customers and their experience. Furthermore, it can help you get found from outside of your website as well, given that it is catering to the needs of your target audience and their search queries.
An SEO-optimized FAQ page for eCommerce can help you to bring highly targeted traffic to your online store. Smart business owners do their due diligence in designing a good FAQ page and use it as part of their content marketing strategy to get the desired results. You should consider creating an FAQ page that’s optimized for SEO because of the following reasons:
- It assists your customers with customer service and refund inquiries.
- It enables you to attract potential customers while building trust in your business.
- An SEO-friendly FAQ page helps you improve your SEO ranking since search engines value that your website helps people acquire the information they need to make an informed decision about your product or service.
Things To Consider When Creating An SEO-Friendly FAQ Page
Those are just some of the reasons why you should focus on creating an eCommerce store’s FAQ page. But how do you do it? How do you carry out SEO for FAQ pages, write a compelling meta description for the FAQ page, which questions should you cater to, and how should you design it? These and other questions are answered below in the form of tips that can help you create a focused, comprehensive, and SEO-friendly FAQ page.
Your FAQ Page Should Be Comprised Of Relevant Questions
Before you start working on creating an FAQ page for your e-commerce, you must first collect the relevant frequently asked questions about your product or service. This requires planning, strategy, and thoroughness to ensure that you’re doing it right.
Do you have a support center or customer service representatives? Yes, the ones who are continuously responding to the questions being asked by your customers or potential customers? They can provide you with an exhaustive list of questions that they are being asked regularly.
You can also collect your customers’ feedback to identify pain points and address them on your FAQ page. Some of the biggest brands rely on SMS to obtain feedback. You can do the same. Once you have this data, you can improve your FAQ page by providing helpful insights and information to your customers.
Furthermore, you can also use keyword research to identify the popular keywords your target audience is using and then carry out SEO for FAQ pages. This will also help you develop a focused and relevant meta description for the FAQ page.
You can also check out Quora or Reddit to learn about the trending questions people ask and use it to add new FAQs to your FAQ page.
You should also check out the FAQ pages of your competitors and see any questions they have catered to, and you haven’t.
Implement structured data
You must incorporate structured data into your FAQ page. Why? It makes your FAQ page look visually appealing in the SERPs. That leads to an increase in the probability of getting a higher average click-through rate. As a result, you will be able to leave your competitors behind in your targeted niche. Google launched support for FAQ structured data in search and Google Assistant back in 2019.
Once you have incorporated structured data, you make your content eligible for showing questions and answers directly on Google Assistant and Search.
Designing A Good FAQ Page – Visuals Matter
There are times when using visuals is much better as opposed to writing large amounts of text. They are a great way of explaining various touch concepts and can be used for grabbing attention. That’s why when it comes to creating an SEO-friendly FAQ page, the design is essential. You should use a mix of text and images. You can add alt tags for the images, thus ensuring that they also show up in SERPs.
However, don’t just limit yourself to pictures. You should also incorporate graphics, videos, and illustrations to enhance your FAQ page’s visual appeal and help your visitors get thorough answers to their questions. For instance, when it comes to how a specific product works, you can also embed a video link that shows how it can be used.
Focus On Navigational Structure
Your FAQ page could be the most well-written ever, but it’s not going to do your business any good if it can’t be navigated with ease. By bringing a structure to your FAQ page, you’re ensuring that your visitors can go through it with ease leading to improved customer satisfaction and ultimately improved SEO ranking.
My SEO clients always ask about this. I tell them:
If you have a longer FAQ page, you should add categories and sub-categories. Furthermore, your visitors should be able to search for specific items on your FAQ page. It’s also a good idea to break down your content into headings and smaller digestible chunks of paragraphs, thus helping with readability.
Keep Tabs On Analytics
Once you’ve created an SEO-friendly FAQ page, you should make sure that you’re keeping checks on analytics. Why? It will help you determine if the page is getting traffic and is being ranked for the intended keywords.
Furthermore, the analytics help you determine how many users visit your FAQ page and how long they stay on it. They also allow you to see which paths your visitors are taking on your websites, and with these insights, you can fine-tune your FAQ page, even more, thus making it more effective.
Bonus – Why Your FAQ Page Isn’t Working
Is your current FAQ page not getting the job done? Apart from the tips mentioned above, it could be because of the following issues:
If your answers are so lengthy that a visitor would rather leave the FAQ page or reach out to your customer service representative, then it’s about time you changed that. An SEO-friendly SEO page shouldn’t have a high bounce rate.
You should focus on answering the question right away and avoid using ‘filler’ content when answering questions. The answers should be direct, concise, and easy to understand.
Central Theme Is Important
That’s where your structure comes into play. If you have a variety of questions, it’s better to group them together according to a central theme. Having random questions without any theme crammed together is a sure way of creating an FAQ page that sucks!
There Is No Trust
Your visitors should be able to trust you and your answers. How do you achieve that? Start by answering the questions clearly and from a position of authenticity. Do not write answers for the sake of writing it and focus on providing the relevant information to your visitors.
Furthermore, you can link out to other sources as well, but you must ensure that they are credible sources.
To Sum It All Up
Most websites treat the FAQ page as an afterthought. However, if used properly, it can be of great value to your e-commerce business. A good SEO-friendly FAQ page can help you reduce your visitors’ purchase anxiety by answering their questions while also reducing your support team’s burden while helping you bring the targeted audience from search engines.
Furthermore, an FAQ page that is being regularly updated will help you improve your service or product quality and lead to higher customer retention. How? When you continually update your FAQ page, you identify the regular pain points, and by fixing them, you’re improving your business.
In a nutshell, the FAQ page for your website is an important aspect and should be dealt with as such!
James is an SEO consultant based in London. Working with clients around the world to get more traffic from search.