What is FAQ structured data?
FAQ Structured data is form markup that you can apply to pages on your site that contain FAQ content. If these pages are ranked for the queries for which Google chooses to display the FAQ schema, the content of that question and that answer will appear in an accordion below the search result (see below)
What are the advantages of structured data FAQs?
When a result displays structured FAQ data, it not only makes it more eye-catching, but also takes up more space on the search results page. This can push subsequent results further down the page, making them less noticeable. Especially on mobile.
The eye-catching nature of the result and the fact that it « just takes up more space have the potential to increase click-through rates. This means that using the FAQ schema can increase traffic regardless of the position in the ranking i.e. if a page ranks in position 4 for a given query, using the FAQ schema on that page could increase traffic without increasing rankings.
Of course, there are also risks to consider.
If a user can get their query answered directly in search results, they might not end up clicking on your site at all.
This is why the implementation of the FAQ schema should not be a “process of setting and forgetting”. Any page with an FAQ schema should be closely monitored to assess the impact of CTR (positive or negative) down to the keyword level.
How to create an FAQ schema
There are a few different ways to create an FAQ schema, but my favorite is Merkle’s. Schema markup generator.
This tool allows you to create schema markup in seconds just by adding question and answer content in the tool, which will create the markup in real time as you type.
It is then a question of taking the diagram that was generated and adding it to your site.
There are different ways to do this.
- Hard-code the diagram directly on your pages
- Use a CMS plugin to add the schema
- Use GTM to inject the schema
Both methods work well, but which bets are right for you will depend on your tech stack and your team structure. For example, if you can’t get development resources and your site is on a custom version (or you don’t have access to the CMS), using GTM may be the fastest route to market. .
How to validate the diagram of the FAQ
Once the FAQ schema is implemented, it is important to validate that it is correctly configured because, as with any language, minor errors can invalidate it and prevent it from being displayed completely or not. display at all.
The Search Console (below) is useful for validating the schema as it will highlight errors on the fly.
If you have implemented the FAQ schema, check back regularly in Search Console; you will be able to get a quick overview of the URLs that host the schema with errors, errors, or a fully valid schema.
NB An FAQ schema with a valid schema with errors may and will usually appear, but parts of it may be missing
The scheme can also be validated with the Rich Results test tool (below)
This is useful for getting a quick diagnostic on a single URL and will indicate which schema types have been detected and which are valid (or not)
Before implementing the FAQ schema (or investing time in content creation so that you can use the FAQ schema), make sure that the keywords you are targeting already display the FAQ schema. Google will only display the FAQ diagram for certain keywords, so make sure you rank high enough to be the ball to take advantage of it!