FAQ Schema: A Beginner’s Guide

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With FAQ structured data, virtually any website will appear on Google in enhanced listings, increasing your search traffic.

Implementing this structured data is relatively straightforward. You can also automate it.

In this article, learn more about the FAQ schema, why you should use it, and how to implement it for on-page SEO.

What are FAQs?

FAQ is an acronym for Frequently Asked Questions.

An FAQ is a type of web page that evolved as a convenient section of a website that answers common questions.

People with specific questions can follow the link to the website’s FAQ section to identify related questions.

Later, web pages started adding FAQs directly to related web pages.

That way, website visitors with questions related to the web page they are viewing can find the answer immediately on the same page.

Adding an FAQ section to individual web pages eliminates the need for website visitors to click through the FAQ section and then take additional steps to navigate to the correct question and answer.

Therefore, a dedicated FAQ web page or FAQ section on individual web pages can help answer frequently asked questions.

What is FAQ Schema?

Structured data is information specially organized so that it can be understood by machines.

Web page structured data organizes information by labeling author names, images, review content, questions and answers, respectively.

Structured data works by explicitly telling Google that this is the author’s name, this is the question asked, and this is the answer to that question.

Labeled information can be easily used by Google to add rich results to its search results, which helps websites with more traffic.

Who can use FAQ structured data

FAQ structured data is only for pages with one question and one corresponding answer pair.

What makes FAQ structured data unique is that it can be implemented in virtually any type of website, including local services, e-commerce, and informational web pages.

FAQ structured data is almost universally applicable, making it ideal to use to gain a ranking advantage on any web page.

The only websites that cannot use FAQ structured data are websites where website visitors provide multiple answers, such as web forums.

Why Use the FAQ Schema?

There are several reasons to consider using the FAQ markup. This is more than just a search presence.

There are practical reasons to use it that can increase relevance, improve conversions and give users a better user experience.

1. FAQs can lead to stronger search listings

Enhanced search lists for FAQ structured data have multiple benefits.

A big advantage is that you can dominate more digital space in your search results.

Not only does this increase your search presence, but it can also push your competitors to the second page of search results.

Frequently Asked Questions Rich Results in Google Search ResultsGoogle screenshot edited by the author, January 2023

The example above shows two websites displaying an extended list of FAQs. An important point to note is that Google only shows two FAQ questions per his website.

When Google first rolled out the FAQ Rich Results feature, Google initially allowed about 6 FAQ questions to be displayed.

As a result, a single website now accounts for nearly all search results on mobile devices and nearly half of search results on desktops.

Therefore, Google has reduced the number of questions displayed in search results to give other websites a chance to rank on the first page of the Google SERP (search engine results page).

2. FAQs that create a better user experience

A good user experience is about giving your website visitors exactly the content they need at the moment.

However, sometimes additional information is required.

Publishers or ecommerce stores can choose to add paragraphs or paragraphs of more content.

However, the FAQ format provides a better user experience by making it easier for visitors to quickly zoom in on relevant questions.

FAQ sections on individual web pages provide a convenient way to answer questions without slowing down other visitors. This is why FAQs are said to improve the user experience.

Another way to improve the user experience is to group questions by topic, with links to answers further down the web page.

This makes it very easy for visitors to quickly identify relevant topics and click on relevant questions.

FAQs are a convenient alternative to paragraphs and paragraphs of content. It’s great for visitors and publishers because it helps generate happy customers.

3. FAQs make web pages more relevant

Product pages may be very similar to pages published by other merchants selling the same or similar products.

This can make your product page lose its uniqueness.

In the old days, some e-commerce merchants would write paragraphs of content at the bottom of the page to rank for targeted keywords without distracting consumers from their products.

FAQ content allows merchants to add personalized and useful content in the form of questions and answers. This will not distract shoppers and can also assist consumers with questions.

The benefit for merchants is that the additional questions and answers add useful and unique content that makes these web pages more relevant and, if done correctly, will appear higher in search results. .

4. Frequently Asked Questions Adding Content to Thin Pages

There are many situations where a web page has too much content or lacks original content.

One example is the service area page of a local service provider serving multiple communities.

City pages can be similar to each other, and pages have little uniqueness to other pages, increasing the risk of being considered thin.

FAQs allow service providers to add their own content to their web pages. Otherwise, it could end up being pretty much the same as her web page in every other city service area.

A unique FAQ with unique content specific to each city makes each page more relevant to search queries.

5. FAQs help conversions

It’s important to create a frictionless customer experience that helps customers decide to take the action they want, whether it’s buying a product or filling out a contact form.

Paragraphs of content can be distracting.

FAQ sections on individual web pages provide individual ways to add more content without distracting potential customers.

Answers can be hidden behind click-to-answer links, reducing the space occupied by questions and answers.

In this way, FAQs help maintain a desirable, frictionless experience without compromising engaged consumers and sales prospects.

FAQ structured data not only provides all of the above benefits, but also makes web pages eligible for an expanded list of search results.

When Should You Use the FAQ Schema?

Given all the benefits for visitors and publishers, one might ask, “When is it better not to use the FAQ schema?”

This is actually a valid question, as there are reasons why adding an FAQ schema (and associated FAQ) won’t help.

One consideration is website speed. Adding an FAQ may require adding JavaScript to create the hidden answers feature.

Plugins that add FAQ structured data can also slow down pages with JavaScript.

The reason JavaScript (and style and font downloads) are problematic is because they contribute to slowing down web pages.

Also, sometimes the content of a web page is sufficient, and adding content in the form of FAQs can make a web page less relevant, rather than more relevant.

We will work to improve the user experience when answering questions.

If the FAQ is unnecessary and does not add relevance or usefulness, then it is better not to use the FAQ on that page.

How to create FAQ schema

Today there are many WordPress plugins that provide FAQ structured data implementations.

Some WordPress SEO plugins like RankMath have built-in FAQ schema functionality.

The WordPress plugin archive offers a selection of dedicated structured data plugins that make adding FAQ structured data easy.

If you want to add structured data separately, search the FAQ structured data generator and you’ll find many sites that provide fill-in-the-blank methods to create the correct structured data.

All content management systems (CMS) (both open source and proprietary SaaS closed source platforms) should provide FAQ and FAQ schema functionality. If not built-in, use an add-on extension or plugin.

But if you really want to optimize your pages, it’s fairly easy to hand-code the required templates and manually add structured data to each web page.

Check out Google’s Developer Page for FAQ Schema to see the variables you need for success.

Google’s FAQ Schema Guidelines

An important rule that applies to any kind of structured data is that everything contained in the structured data script should also appear on the web page itself.

Adding structured data information that is not present on the visible portion of your webpage may result in a manual penalty from Google.

In addition, there are three guidelines that Google recommends all publishers follow when adding FAQ structured data.

Also, take the time to read the entire Google developer page dedicated to FAQ Structured Data.

How to Validate FAQ Schema

Schema validation is the process of testing your structured data for compliance with Google’s FAQ structured data requirements.

A web page must be structured data valid to be included in the expanded list of search results.

The best way to validate your FAQ structured data is to use Google’s Rich Results test.

This test provides feedback if anything is missing and indicates whether the code is valid and eligible for rich results.


FAQ markup is something every site should at least consider adding when creating a web page.

The usefulness of adding this to your web page goes far beyond being the subject of an enriched listing in Google’s search results.

Other resources:

Featured Image: Maks_lab/Shutterstock


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