How to Use Frequently Asked Questions (FAQ) Pages as an SEO Treasure Trove

How to Use Frequently Asked Questions (FAQ) Pages as an SEO Treasure Trove

Does the content link to related pages? Buffer also misses opportunities to rank better for some keywords on its FAQ page. At least it has a multi-page FAQ design: Here are some great Google rankings for Buffer’s FAQ page, mostly the brand variety: Its non-branded keywords usually miss the mark. To improve its ranking for link shortening, Buffer could keep its FAQ content and content header and simply tweak the SEO page title – at least with the first SEO revision. In the next revision, I’d make it “Custom Link Shortener” because that ranks No. Where does your FAQ page fall among the top 100 pages? If you have an FAQ page, keep the URL. Do keyword research to find some relevant to your business and use them in multiple ways: Primary content (text) Page URLs SEO page titles Content headers Subheads Internal links Image file names Image alt text FAQ page content may rank well with users who are deep into the sales funnel. Google looks at your overall website and determines what’s useful and relevant. When looking at SEO options, note that Google’s new structured data format called Q&A pages is not intended for FAQ pages (according to Google).

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Poorly conceived website pages devoted to frequently asked questions can confuse and bore users while falling short of their SEO potential.

If you plan or revise them well, FAQ pages can pay off for your company for branded and non-branded keywords.

Start with an FAQ audit

It sounds like an easy task. Review your 300-word FAQ content and call it a day. But an audit has all sorts of benefits if you ask effective questions:

  • Are there too many questions on the page?
  • Are the answers too brief?
  • Is the content outdated?
  • Does the content link to related pages?
  • What is the tone? Is it playful, conversational, dry, entertaining, etc.?
  • What are the calls to action in the answers as well as the design?
  • Does the content reference customer-support downloads and communities?
  • Does the content address a potential customer’s pain points and lead the person to a purchase?
  • Is it easy to find the FAQ?
  • Are appropriate images or video included?

Make Up For Ever has a typically awful FAQ page. I got quite a workout finding the bottom of the 5,000-word page with no navigation.

Make Up For Ever’s FAQ page ranks for some branded keywords. However, the single-page format prevents the company from ranking well for non-branded keywords like “makeup names,” which ranks 85 on Google and has 1,300 monthly searches.

Buffer also misses opportunities to rank better for some keywords on its FAQ page. At least it has a multi-page FAQ design:

Here are some great Google rankings for Buffer’s FAQ page, mostly the brand variety:

Its non-branded keywords usually miss the mark. Clearly, Buffer doesn’t try too hard or it may simply ignore the data. If I worked at Buffer, I’d get excited about “link shortener” at No. 13 with 49,500 monthly searches. Are there any potential customers in that pool?

To improve its ranking for link shortening, Buffer could keep its FAQ content and content header and simply tweak the SEO page title – at least with the first SEO revision.

<title>[Publish] Changing your link shortener – Buffer FAQ</title>

Better:

<title>Link Shortener</title>

Why gut the SEO page title? Seriously, does it really need “[Publish]” and “changing” and “Buffer FAQ”?

I get the branding fascination. Sure, leave Buffer in the title…

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