Structured Data for FAQs: Using FAQ Schema for SEO

Structured data, or schema, isn’t exactly new in the world of SEO. It’s been around for a while, quietly doing its job. But for a long time, it was mostly out of reach for the average website owner.

Sure, anyone could technically use it, but in reality, not everyone did. Implementing schema required some pretty hefty web development skills—definitely not something you could just slap onto your site in an afternoon.

But times have changed. Thanks to AI and a slew of handy plugins, creating and implementing schema has become a breeze. 

And the payoff? Totally worth it.

It’s rewarding, also. 72.6% of all websites ranking on the first page of a search use some type of schema. 

Yet, despite this, only 0.3% of websites even use it. 

Today, we’re going to look at structured data for FAQs. This type of schema is very powerful. It’s powerful and can increase CTR by 87%. 

What is Structured Data for FAQs 

FAQ structured data is a particular form of schema that highlights FAQs—those frequently asked questions—directly in the search engine results pages (SERPs).

What it does is pretty straightforward: it pulls questions and their corresponding answers from your webpage and displays them right where users can see them when they’re searching for specific keywords:

Q&A vs FAQ Schema 

There are two types of question-answer schema. This is FAQ (which we’ll discuss in this post) and Q&A. 

• FAQ schema is intended for pages that list FAQs with a single answer provided by the website. 
• Q&A schema is designed for pages where users ask questions and receive multiple answers. 

Both are great but serve completely different purposes. FAQ is for websites for businesses, blogs, etc. Q&A is more for community forums. 

Why is FAQ Structured Data Important?

FAQ structured data is crucial for a couple of big reasons. First, it gives your site more SERP real estate. More space on the results page generally means more clicks and a higher CTR, which are great signals for Google and other search engines.

Second, it enhances user experience. When users can find answers to their questions directly within the SERPs, it saves them time and effort. This makes search engines happy because it keeps users on their platform longer, which in turn, means more ad revenue for them.

But here’s where it gets interesting—recent changes in 2023 have shaken up how FAQ rich results are handled. Google made a bold move by drastically reducing FAQ rich results, initially limiting them to super authoritative sites and then phasing them out entirely. However, this doesn’t mean rich results are a thing of the past. They’re just evolving. In late 2023, Google rolled out new, more specialized rich results targeting specific industries, like Vehicle Listings and Course Info.

The Value of FAQ Schema Despite Changes in Rich Results

Even though Google has scaled back or removed traditional FAQ rich results from SERPs, implementing FAQ schema remains a valuable strategy. The key takeaway is that structured data, like FAQ schema, enhances your content’s clarity and relevance for search engines. Even if the content doesn’t appear as a rich result anymore, it still plays a critical role in improving how search engines understand and rank your content. In a constantly evolving digital landscape, having well-structured data ensures your site stays competitive by making it easier for search engines to interpret your information accurately.

Google FAQ Schema Guidelines 

Before we explore how to use FAQ schema, let’s look at the general guidelines. These will help you determine whether it’s the right schema for you. 

How to Use FAQ Schema (4 Steps) 

You’ll need to create some code to add FAQ structured data to your pages, which follows schema rules and formats your FAQs correctly.

Now, before you think, "This sounds tough," let me assure you—it’s easier than it seems. With tools like ChatGPT and plugins, creating FAQ schema is straightforward. And while Google has recently reduced the visibility of FAQ rich results, using schema is still highly valuable for making your content clear and accessible to search engines.

1. Create Schema 

First, you need to create your FAQ schema. There are two ways you can do this: using JSON-LD or Microdata. 

The key difference is that JSON-LD isn’t put in the HTML data. It’s JavaScript, so it doesn’t load with the HTML.  Reference: JSON-LD FAQ Schema

Microdata, however, is embedded in the website's HTML, so it loads with the website's HTML.  Reference: Microdata FAQ Schema

Choose which one you want to use. After, you’ll want to change out the information on the images above and rewrite it with your FAQs. 

That may take a while. You can also copy the code from Google Search Console and paste it into ChatGPT. 

You can then ask ChatGPT to swap out the FAQs for you with your desired code. This is the prompt I used:

You can do this both for microdata and JASON-LD. 

2. Test Schema 

You don’t want to add this schema directly to your website yet. You’ll want to test it using a schema validator. 

There are two you can use—the Schema Markup Validator by Schema.org or the Rich Results Test by Google. Both work great, but we’ll use the one from Schema.org in the below example. 

First, go to Schema Markup Validator by Schema.org. Once here, a box will pop up. Click “Code Snippet” and then enter the code created in step 1. After, click “Run test”.

Once the test is complete, you’ll have a schema report. If there are any issues, this will appear in the “Error” or “Warning” section. 

Ideally, you shouldn’t have any. In the event you do, you can go back to ChatGPT, enter the error, and then rerun the test. Normally, this will fix the FAQ schema. 

The Ongoing Importance of Schema Implementation, Manual or Automated

Even with recent changes to how rich results are displayed, it’s still worthwhile to invest time in creating and testing your schema. 

Whether done manually or with tools like ChatGPT and Schema Pro, well-implemented schema markup is a powerful SEO tool. It ensures that search engines can accurately parse and understand your content, which is crucial for maintaining strong search engine rankings. 

While an immediate rich result may not always be visible in the SERPs, the long-term benefits of a well-structured site will contribute to better overall SEO performance.

3. Add Schema 

If your FAQ schema code doesn’t have any issues, you can then add it to your website. You can either add it manually or with a plugin. 

If you’re not a web developer or have very little knowledge in the area, we recommend you use a schema plugin. Schema Pro is recommended for WordPress users. 

4. Request a Crawl 

Once you’ve added the schema, you can go to Google Search Console (GSC) and then request a crawl. 

You can do this by going to GSC and searching for the web page URL to which you’ve added the FAQ schema. Scroll down and click “REQUEST INDEXING”. 

Within 10 minutes or so, Google will then re-crawl your website. Hopefully, it’ll spot the new schema and add it to the SERPs. 

Best Practices for FAQ Structured Data 

Now that you know how to create and implement FAQ structured data, let’s go over some best practices to ensure you’re getting the most out of it.

Single Answer Per Question

Use FAQ schema on pages where questions have a single, clear answer provided by you.

While FAQ rich results might be less visible now, this practice still helps search engines understand your content better.

Avoid Using FAQ Schema for How-To 

Stick to FAQ schema for direct questions and answers. For step-by-step guides, use HowTo schema. 

Remember, even though some rich results like HowTo have been reduced, the schema still plays a crucial role in helping search engines parse your content.

Differentiating Between FAQ and HowTo Schema: Using the Right Tool for the Job

When deciding between FAQ schema and HowTo schema, it’s important to match the right type of schema to your content. FAQ schema is ideal for direct questions and answers, while HowTo schema is designed for step-by-step instructions. 

While Google has reduced the visibility of some rich results, HowTo schema, like FAQ schema, remains crucial for SEO. Both schemas help organize your content in a way that enhances its accessibility and clarity for search engines, thereby improving your site’s overall visibility. So, even if rich results are less prominent, the benefits of using the appropriate schema remain significant.

No FAQ Schema for Ads

Always aim to improve the user experience. Schema should be about clarity and helpfulness, not promotion.

Minimise Duplicate FAQ Content

Don’t use multiple of the same FAQ. This isn’t user-friendly, and it appears to be duplicate content. If you do, however, have multiple FAQs that are the same, you can do a site-wide FAQ schema to avoid duplication. 

Exclude Offensive or Profane Content

Like with your website content, with Schema, don’t include offensive or profane content. Search engines like Google will quickly disallow it.

Alongside this, even if your FAQ schema doesn’t include it, it shouldn’t be included on the web page either. This is looked at in the same way. 

Provide Complete Question and Answer

Again, think about the user experience. Can a user find your FAQ schema and can they get a full answer from it? If not, it shouldn’t be there. 

The question should have a clear answer. An answer that fulfils the user's needs. Like with a lot of schemas, the goal is to improve the user experience, and those that do will be rewarded. 

Conclusion 

After reading the above, you should have a better understanding of structured data for FAQs. As you can see, they can be rewarding. And even better, it’s pretty simple to implement. 

Back in the day, this wasn’t the case. Schema, and coding in general, was difficult. However, tools like Schema Pro, ChatGPT, and validators have made the process much simpler. 

Yet, despite being simple, not too many website owners use it. This is a great opportunity, then. As so few people use it, those that do will get the rewards. 

So, why not give it a go? Add structured data for FAQs on your website and analyse the outcome. We’re sure it’ll be much better than you think.