Create FAQs and improve the website’s SEO rankings

Embedding FAQs on a website offers many advantages. They can, for example, relieve customer service, increase conversion, or improve visibility in unpaid search results. This article explains in detail the options for creating a FAQ page, how they can be optimized for SEO, and their significance in the era of AI.

What is meant by FAQ?

FAQ is short for “frequently asked questions” and can be translated as “frequently asked questions.” Specifically, the most important information on a topic is collected and formatted as questions. These can be common problems or the most frequently asked questions. FAQs are widespread in the software domain or other technical topics but can be usefully applied to any subject area and industry.

One of the goals of FAQs is to answer questions from potential buyers in a simple way and thus relieve customer service. If a purchase has already been made and problems arise, the FAQ section prevents the service department from dealing with the same easy-to-answer questions. A well-prepared FAQ section brings advantages both for users and companies.

What do FAQs offer for SEO?

First of all: Any type of relevant optimized content is positive for search engine optimization. With FAQs, you have the opportunity to cover compound keywords and phrases (long tail keywords) that, for example, are not answered in the product description. Your website will be found for questions that users ask on a topic, such as your products or services.

At the same time, you increase your authority in your topic area in Google’s evaluation, as you offer a lot of relevant high-quality content. Higher authority means higher trust and thus a better chance of being found for competitive terms in unpaid search results.

The increasing use of voice search and AI-based chatbots, now including AI Overviews in Google search results, has influenced how searches are conducted. Long-tail queries, meaning complete sentences or questions, have gained importance. FAQs are a response to these developments and can help remain visible even in the age of AI.

FAQs as a Rich Snippet in Search Results

You might recall that Google used to directly play questions from FAQs in search results as an addition (known as a “Rich Snippet”). In the fall of 2023, Google announced that these types of Rich Snippets will be significantly restricted and will only be displayed for “reliable government and health websites.” For SEO, FAQs are still valuable even if they no longer generate Rich Snippets.

Do FAQs offer an advantage in times of artificial intelligence?

AI tools and the AI Overviews introduced by Google in Germany in the first quarter of 2025 present new challenges for the SEO industry. Evaluations from the USA, where AI integration has been present in Google for longer, and initial observations from Germany show how AI Overviews reduce the click-through rate on organic results. To continue being prominently represented in the visible area of search results, the question is: How can websites be displayed as a source in AI Overviews to generate potential clicks here? The topic is complex, so we will only address the question here:

Can visibility be improved in AI Overviews with FAQs?

To have a chance to appear in Google's AI Overviews, many different factors are relevant. This includes, for example:

• Good content structure

• Helping Google understand the content, e.g., through structured data and content formatting (like bullet points)

• Covering a topic in depth

• Answering questions

• Focus on usability

• Demonstrating authority

FAQs can help improve visibility and be listed as a source—but this is no guarantee for many clicks. It can also be a short-term strategy to mainly optimize for the (constantly declining number of) keywords and topics for which no AI Overviews are yet displayed in Google.

FAQs and GEO - Optimization for AI-Based Chatbots

AI-based chatbots like ChatGPT or Perplexity also depend on understanding and categorizing information on the website. The foundation for content optimization here, too, is understanding your target audience and their needs and providing content for it. The key is a range of different content types that answer different types of queries and intentions.

FAQ content allows you to answer questions naturally that users enter into AI tools. The goal is to provide precise answers in natural language, similar to a conversation. Imagine, for example, that you are talking to a potential customer who is asking you questions about a product or service.

A good structure of the answers through lists, bullet points, and subheadings (for long answers) and tagging with structured data helps tools understand the content. And fundamentally, the best strategy is still a combination of optimization for AI-based tools and classic search engine optimization.

Do FAQs on the website improve visibility for Voice Search?

In voice search, questions are more often entered than in text-based searches. Answering relevant questions in the FAQ section can therefore bring an advantage here as well. Besides many other factors such as a mobile-friendly website, it is also important for voice search optimization to phrase questions and answers naturally. It is not only about embedding relevant FAQs but also in which language these are written (everyday language).

What are the options for embedding FAQs on a website?

Depending on the goal of the FAQs, different solutions are available to embed them on the website. Below are the most important ones, along with their pros and cons.

Dedicated FAQ Page

The first option is to create a single long FAQ page that lists all the important questions collected. For better overview, an accordion element is often used in the layout, where users can expand and collapse the answers to individual questions.

Advantages

• Easy to set up and maintain

• Simple questions that can be answered in one sentence are not a problem for SEO

Disadvantages

• Rarely ranks for (competitive) terms as different topics are covered on one page, thus lacking focus

• Fewer opportunities for good internal linking between individual questions

SEO-Compliant Setup

• Each question as a sub headline

• Use correct headline structure

• If technically possible, a table of contents at the top of the page with jump links to individual questions

• Where appropriate, linking relevant products or services from the FAQ texts

• Implementation of structured data (see below)

FAQ Section on the Page

An alternative with more SEO potential is a standalone FAQ section on the website instead of a single page. An overview page with all questions links to the subpages with the answers to the questions. If there are a large number of questions, they can be organized thematically for better overview. Using the example of E-bikes, the categories might be: General Questions, Brands, Models, Batteries, Maintenance, and Repair.

Advantages

• Higher chance of being found for keywords

• Targeted optimization for keywords is possible as longer texts can be created and optimized for a greater number of keywords.

• Better usability as there is no need to navigate on a long page

Disadvantages

• More maintenance effort as many individual pages are created

• Individual FAQs require more content to avoid generating “thin content.”

SEO-Compliant Setup

• Overview page with teasers and links to FAQ detail pages with the individual questions

• Detail pages with correct headline structure (question as h1 headline)

• Detail pages must be standalone complete pages that contain navigation, footer, etc. (avoid solutions like iframes)

• Minimum amount of content (if there are still questions with very short answers, it might make sense to exclude them from indexing)

• Cross-linking between similar FAQs

• If using categories: Breadcrumb navigation for easy navigation back to the main category or FAQ overview page

• Links to relevant product pages or services

• Implementation of structured data (see below)

FAQ Section on Service or Product Pages

Product or service pages also benefit from a FAQ section. Especially if there are very specific questions about a particular product, these are well placed on the product page. They can help dispel reservations about a purchase or answer questions that would otherwise occupy customer service. At worst, users drop out if they do not find an answer to their question and purchase the product from the competition. Meaningful and relevant FAQs can thus increase the conversion rate.

Advantages

• Enriches the content on these pages with meaningful and relevant phrases and terms

• Questions may appear in the search results under “Other Questions” and draw traffic to the product or service page from there.

Disadvantages

• For high-competition keyword combinations that individual FAQs are optimized for, there is a significantly lower chance of ranking than if they are created as standalone pages.

SEO-Compliant Setup

• FAQ section with headline

• Individual questions as headlines (observe correct headline structure)

• Ideally use unique FAQs - do not include the same question and answer 1:1 on multiple pages

• Implementation of structured data (see below)

FAQs as Blog Posts

If the CMS does not allow a standalone FAQ area, one solution is to embed FAQs in the form of blog posts. Each blog post answers a question for which keywords with sufficient search volume have been defined. Alternatively, FAQs can also complement blog posts on a topic by answering the most important questions as part of the blog post. Especially for information-based keywords (the main intent of searchers is to get information), this can be a sensible solution.

Advantages

• Easy to maintain

• Good chance of being found

Disadvantages

• Individual FAQs require a minimum amount of content

• May become lost on the website (poorer usability)

SEO-Compliant Setup

• Correct headline structure

• Minimum amount of content

• Cross-linking between similar FAQs/blog posts

• Links to relevant product pages or services

• To feature the FAQ more prominently on the website, FAQ could be established as a blog category and this category page could be linked to.

• Implementation of structured data (see below)

The SEO-friendly Embedding of FAQ Sections

To create FAQs that are optimized for both users and search engines, layout and technical embedding are also important. A widespread method is accordions, where only the question is visible and the answers can be expanded. These sections do not take up much space and are clear to page visitors. But how does Google rate content that is not directly visible but must be expanded?

Are Accordion Elements for FAQs SEO-Friendly?

The first question is, how was the accordion technically implemented? Are the collapsed contents visible in the source code, or are they loaded only after clicking? From an SEO perspective, it is important that all relevant content is available in the source code and does not require action. For example, a collapse function using CSS is more effective than a JavaScript action that triggers the display of the content.

And how about the contents themselves? Traditionally, Google rates content higher when it is directly visible. However, due to the focus on mobile, this evaluation has slightly shifted. “Hidden” because collapsed content is a legitimate solution for maintaining clarity on mobile sites for usability reasons. Google itself has been saying for years that all information in the HTML is read and considered, even if it is “hidden” in accordions or tabs.

Various studies (for example by Searchpilot in 2020) suggest that directly visible content performs better than “hidden” content. Therefore important content should preferably always be visible without additional clicks. For FAQ sections on pages, however, accordions remain an important way to keep content organized.

Alternatives to Accordion for FAQs

Accordions are not the only way to integrate FAQs without users having to scroll through long text blocks. Tabs are another option, but there remains the factor that “hidden content” may rank worse.

An alternative is to integrate the FAQs as plain text but add a table of contents with jump links so that visitors can quickly find the question they are looking for.

Optimize FAQs for Search Engines - 3 More Tips

Above we have already provided hints for an SEO-compliant structure of the various types of FAQ pages and the technical integration. We would like to give you three additional tips to get the most out of your FAQs.

Identify Relevant Questions

If you have set up your FAQ section so that each question is a separate page, we recommend using a keyword analysis to research sub-topics or questions of interest. If you have already collected questions that you know from practice are relevant because, for example, customer service frequently receives them, keyword analysis helps describe these questions using the words your target audience uses. The goal is to identify terms or phrases that are frequently searched.

You can use these sources for keyword analysis and identifying questions:

• Paid keyword tools

• Free keyword tools (for example, answerthepublic)

• Google search results: Google Suggest (suggestions from Google when entering terms into the search), questions in Google Search, related terms under the search results

• Google Trends

• SEO tools that display competitors' keywords

• Your own analysis tools, especially Google Search Console, which shows you which topics and questions you already have some visibility for.

• Internal site search

• Social media comments and platforms like Reddit

Screenshot from the SERPs - Example E-Bikes

Using “E-Bikes” as an example, this incomplete list of general topics and questions can be identified:

• Which E-Bike is recommended? (Question in Google search results)

• How much watt should a good E-Bike motor have? (Question in Google search results)

• How much does a good E-Bike cost? (Question in Google search results)

• Which E-Bike suits me? (Keyword tool in SEMrush)

• How long does an E-Bike battery last? (Keyword tool in SEMrush)

• Who repairs E-Bikes? (answerthepublic)

• How to charge E-Bike battery? (answerthepublic)

Use FAQ Markups

If your CMS allows it, it is advisable to embed structured data to help Google interpret and categorize content. In the case of FAQs, the FAQPage markup ensures that Google recognizes what is a question and what is an answer and can classify this content as an FAQ.

Detailed explanations can be found at Google as well as on schema.org’s page for the FAQPage and the QAPage.

Structured data can be checked in Google's tool “Rich Results Test” The tool shows which markups have been integrated and identifies any errors.

Using the example of testberichte.de, we see in the Google tool that the FAQ markup is used:

Important: According to Google's statement, the same question and answer must not be marked up multiple times. For SEO reasons, it is optimal to create unique FAQs if, for example, you embed FAQs on product pages. If you still want to embed identical FAQs on different pages, these should only be marked up on one of these pages according to Google, as otherwise it would violate their guidelines.

Optimize Internal Linking

One of the biggest advantages of a FAQ section on the website is, besides generating relevant content, the possibility of improving internal linking. Linking related pages within your website or online shop strengthens the linked page and also helps users discover new content and stay on your website longer.

Consider for each question whether there are relevant products, services, blog posts, other FAQs, or other pages you can link from the text. For good internal linking, use descriptive link text instead of general text like “read more here.”

To identify suitable links, it is also useful to ask the question after creating the FAQ text: what is the most logical next step for users who are asking this question and have read this content? Is it a product page? Are there usually more questions? Is the answer to the question to use your service?

Alternatives and Complements to FAQs

FAQ sections and pages are not the only way to effectively expand regular content. A well-thought-out SEO strategy considers all types of content to increase visibility for keyword combinations and related keywords. A powerful strategy is glossaries that explain technical terms. An application could be to compare different materials, cuts, or designs for a product and thus provide additional decision-making help for customers.

Idealo, for instance, integrates a glossary section on category pages instead of a FAQ section, where relevant terms for the category are explained.

Best Practice - Examples of Successful FAQ Pages

There are many examples of well-thought-out FAQ pages on the internet that have been sensibly structured and answer meaningful questions about the respective topic. Every industry, every target group, and every company is individual, but it can still be helpful to look at best practice examples for inspiration. Therefore, we have put together some FAQ sections and FAQ pages that we find successful:

Samsung

Technical devices are a good example of products for which many questions are asked before a purchase decision. Especially the expensive, annually released models from large companies such as Samsung and Apple with their technical details offer a lot of potential for explanations and help in product choice.

Samsung answers the most important questions on the product presentation page in the FAQ section.

On the product page in the shop, purchase-related questions are mainly answered. Here you will find a mix of generic questions and specific questions and answers. In the first answer, you can see how the general question was answered in relation to the product.

Booking.com

A FAQ section does not necessarily have to be named “FAQ.” Booking.com calls it “Quick Help” and organizes the questions by their topic. Jump links have been added at the top of the page, allowing you to jump directly to the desired category without having to scroll for long.

Avocadostore

The Avocadostore also organizes the FAQ section by topic and directly suggests questions on the FAQ overview that are likely to be frequently asked. This saves users with these questions a click without losing clarity through categorization.

Zalando

Zalando also uses categories that are always accessible via navigation, so users can easily jump between FAQ sections.

Content Optimization from FAQ to Blog with the internetwarriors

Do you want to improve your organic visibility with optimized content? Our experienced SEO team knows all the tricks and tools to be better found on Google. We analyze your content, support you with optimization, or deliver relevant optimized content for your website or online shop. This can be FAQ texts, but, for example, also product descriptions or blog posts. Just contact us, we will gladly create a non-binding individual offer for you!