Don’t leave your customer unsure, or they’ll go elsewhere. The same applies to search engines. One way to prevent this from ever happening is by creating and full optimizing an FAQ page. A properly done FAQ page provides both the search engine and your customers with all the answers they could possibly need from your brand.
Why Should You Create an FAQ Page?
- It’s a great way to improve your site’s internal linking.
- It shortens your customers buying journey as they are able to find all the answers to their questions.
- If your FAQ page is done correctly it should decrease your customer support teams workload.
- It instantly builds trust as it covers shipping processes, return policies and shows complete transparency.
- Allows you to potential capture more of the search visibility opportunities.
- You can showcase your businesses competitive advantages which creates a more effective sales funnel.
How to Find The Questions to Answer
There are lots of SEO tools out there which can show you the types of questions people are searching in Google. Additionally, there are also tools that can monitor both Reddit and Twitter questions.
Possibly the most useful resource for you will be your customer support team. They know exactly what customers normally ask in direct relation to the company.
It’s important to also use questions that you can optimise to further your organic ranking.
Having a solid FAQ page has many benefits especially because Google loves featuring clear and concise answers. There’s even a separate FAQPage Schema created purposefully for this type of content format. Not only does your page stand out in the SERPS but it also makes Google further understand your FAQ page.
Internal Linking within your FAQ
Each answer within your FAQ is further pushing your customer down the sales funnel and therefore plays a huge part in the customer journey. By adding internal links within questions you’re not only ensuring the customer journey is continued but you’re also choosing where to take them.
Usually, we use internal linking for SEO purposes, however, this time the priority is on user intent. You have to consider what the next steps the customer might want to take once discovering the answer.
Focus on The Structure
Your FAQ should facilitate for users that search and those that browse and therefore should include search field suggestions. Additionally, it needs to be visually pleasing with clear categories and subheadings.
To maximise user experience, anchor links are a critical feature for an FAQ page. They allow users to effortlessly jump to the suitable or desired section.
Monitoring, Tracking & Analyzing your FAQ Page
WordPress has a wide variety of FAQ plugins that can report on the following:
- The most popular searches
- The section of site or product feature which caused the most user confusion
- User searches that you didn’t have the answer for
To better understand the role of your FAQ in the sales funnel you need to track the paths of your users. Including how they got to your FAQ and where they went next.
There are also plugins that allow your customers to leave feedback on how helpful an answer was. This is extremely useful for knowing what areas lack and being able to improve and meet the needs of your users even more.
The FAQ page is an amazing SEO and UX feature that plays a key step in the buying journey. Not only is it a way to further your sitemap but it’s also an effective way to lead your customers to specific areas of your site.
A key part to remember to do is monitor and analyze your FAQ page. This is going to help you create more specific answers, a better user experience and a complete solid FAQ page. Contact us to find out we can help improve your site.