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One of the most under utilized ways to improve a website’s ranking on SERPS is probably the use of FAQ schema markups. It has however during the last couple of years been said to increase clickthrough rates to upto 50%.

In this article we will show you how to utilize FAQ schema markups, in what could possibly be the unicorn of SEO!

DEFINITION;

FAQ schema markup is a piece of code that you can place on your website. It basically helps Google give better user experience for consumers in the SERPs.

So when you decide to include this code in your website what happens is that search engines crawl your site, it gets indexed then using that code the schema markup will usually give a little bit of context to your content.

FAQ markups also aid the search engines to establish a relationship between entities that may have been mentioned within your website. Well done snippets during the last evolution of SEO have been said to help click-through rate in organic SEO.

The FAQ schema markup usually appears as a collapsible list under a normal SERP result. Like this one;

An example of an FAQ schema markup created by a car hiring company, to give more information on their car rental policies
An example of an FAQ schema markup

FAQ SCHEMA MARKUP VOCABULARY;

Microdata;

This is an open-community HTML specification used to nest structured data within HTML content. It uses HTML tag attributes to name the properties you want to expose as structured data. It is typically used in the page body and in the creation of FAQ schema markup.

Here is an example of how Micro data looks like.

A pictorial example of how Micro Data looks like.
A pictorial example of how Micro Data looks like.

JSON-LD (JavaScript Object Notation for Linked Data);

This is a standard based text that offers a simpler means to creating machine-readable data from websites to promote search results.

In simpler terms, it delivers more easily indexable content to search crawlers like Googlebot. It is also definitely easier to use compared to Micro data.

Here is an example of JSON-LD.

 An Example of  JSON-LD for a Local Business showing  the business type, PostalAddress, description, business name, telephone, opening hours, geo coordinates and social profile links:
An Example of JSON-LD for a Local Business

RICH SNIPPET

Rich Snippets are the type of structured data markup that allows search engines to better understand what information is contained on each web page. They will usually appear on a search listing below the meta title or description.

The content that is included on rich snippets could include;

  • star ratings for reviews,
  • locations on events listings
  • and price ranges for products.
A rich snippet for a marketing agency, that shows the ratings, votes and price range of the services offered by the company.
An example of a rich snippet for a digital marketing agency.

PLACES THAT YOU CAN PLACE YOUR FAQ SCHEMA MARKUP;

You might be wondering, where in my website should I position it then for these results? Well I’ll give you two examples of places that will get optimized when you decide to use an FAQ schema markup.

FAQ PAGES

FAQ pages will usually rarely rank organically. When someone visits your website, they will likely go to the FAQs solely because they were navigating your website.

The FAQ page within your website is actually very important as you can target one or two keywords for your website to actually get optimized. So with this in mind, it would be a great idea to have your FAQs page as a schema markup.

PAGES THAT WILL LEAD TO DIRECT CONVERSIONS. 

A good dropdown FAQ schema would be great when used on a page that has a call to action. This could be the page that displays your products, or maybe the page that will have your visitors signing up for an email newsletter.

To make this even more efficient, you can decide to create a small FAQ that will answer questions around that page so for example, a product on your page or about why a call to action would be beneficial to the website visitor.

Other places that you can throw in a Schema Markup include;

  1. Local businesses
  2. Restaurants
  3. TV episodes and ratings
  4. Book reviews
  5. Movies
  6. Software applications
  7. Events

HOW DOES SCHEMA MARKUP HELP?

CONNECTS WITH YOUR VOICE ASSISTANT;

One of the biggest trends in digital marketing and SEO is the continued popularity in voice search assistants. You probably use Google assistant and Siri to navigate through your phone right?

Well did you know that in the same way that you ask Google assistant to set your alarm is the same way the next person is looking for businesses within your industry? here is how the voice assistant stats are looking like very recently.

This image shows  Digital marketing trend that has seen the rise in the. use of voice AI when making online search.
Voice Assistant in Digital Marketing Stats.

An FAQ schema markup could do you some good, because if the question that has been asked to the voice virtual assistant relates directly to your FAQ schema, then the AI’s answer will be exactly what you marked up in your structured data.

SIEVING THROUGH THE CLICKS THAT DO NOT LEAD TO CONVERSIONS;

Including an FAQ schema of your product will probably sieve out the clicks that do not always lead to conversions. Ultimately, you want people to come to your website and pay for a service or sign up to receive more information about your product or service right? 

Using your schema you will essentially give a small preview of what to expect. It could be a Call to Action like” Click here to Purchase” which will lead someone that did not intend to complete that call to action away from your website.

 YOU WILL TAKE UP SPACE ON THE SERPS;

FAQ markups generally take up some real estate on search Engine Result pages. Google currently shows you three FAQ results on which takes up a vertical space.

In this situation where you have leveraged on FAQ schema, your structured schema could end up amongst the four “People Also ask” FAQ questions.

This can especially be seen on mobile devices where the space is smaller and you could literally push all other results way down and take up your rightful well thought out space!

FAQ SCHEMA GENERATORS.

Schema.org

A few years ago, the three search engine giants,Yahoo, Google and Bing decided to come together to create a website that could collaboratively come up with a set of code for schema markup that would tell them the contents of your website. Cool right?

Well this should also tell you that FAQ schema markups are to be leveraged upon!

HOW TO GENERATE HTML CODE FOR YOUR SCHEMA MARKUP

Let’s look at how you can set up your FAQ schema markup. Remember that your major goal is to look better, rank better and occupy a lot more space on the SERPs.

1. Schema MarkUp using Google’s Structured Data MarkUp help. 

The Structured Data Markup Helper is a tool that helps you markup content within your   webpage so that Google can discern and understand the content on that page. This helps Google understand your page data more clearly.  

STEP 1; SIGN INTO YOUR GOOGLE ACCOUNT TO OPEN THE MARKUP HELP

Google Structured Data MARKUP helper Interface, showing the first step in creating an FAQ schema Markup.
Google Structured Data MARKUP helper

URL:  https://www.google.com/webmasters/markup-helper/per/u/0/

          STEP 2 ;   SELECT THE DATA TYPE THAT YOU WISH TO MARKUP & PASTE URL.

For this demonstration, I will choose Articles under the website option, but there is also a tutorial on how to markup for email, below.

Screen Shot 2021 10 07 at 11.54.26 AM
  • You will then paste the URL of the page that you would love structured and click on start tagging. The page will load in the markup tool and provide you with the workspace for the next part of the markup which will appear on the right  pane.

STEP 3 ;CHOOSE THE ELEMENTS THAT YOU WOULD LIKE TO MARKUP & CREATE HTML.

  • This could include the name of the article,  the author of the article, the content  that you want structured, your aggregate rating or the date Published. Click on create HTML to generate a Jpson code.
  • AS SEEN IS THE TAG PANE ON THE RIGHT, TO CHOOSE THE CONTENT THAT YOU WANT TO MARK UP.
    A demonstration of the second step when creating a FAQ schema

    STEP 4; GENERATE THE HTML CODE.

  • Generate the HTML file and attach it to your Content Management System.
  • Screen Shot 2021 10 07 at 12.08.07 PM
    JPSON CODE GENERATED TO CREATE AN FAQ SCHEMA

  • To test and see how the FAQ markup will appear, use You cane Google Structured data Testing tool , by pasting the code and clicking on preview!
  • 2. FAQ SCHEMA MARKUP USING WORDPRESS.

    When adding schema on WordPress you can do this in two ways. Using plugins and manually. 

    WORDPRESS FAQ SCHEMA WITHOUT PLUGIN;

    Adding schema to wordpress manually, will require for you to start outside of wordpress then paste or attach the HTML file on wordpress. It will be more code intensive but its advantage is that you can include many different schemas per page. 

    The tools that can help you with this include the Google Structured Markup help tool. Follow the directions given above then copy and paste or attach the code file to generate the FAQ schema. 

    WORDPRESS PLUGINS FOR FAQ SCHEMA;

      Rank Math;

    Rank Math is a new free WordPress SEO plugin that has a uniquely well done schema markup integration. It contains upto 14 schema types, it allows you to add site wide structured data and gives you a new Rich snippet option for each piece of content.

    HOW TO CREATE A RANK MATH PLUGIN BLOCK;

    Once you have Installed the Rank Math Plugin on WordPress,

    This is a picture Illustrating the WordPress plugin Rank Math that can be used to create schema markup.
    Rank Math Plugin
    The Structured Data Function on Rank Math that helps in creating FAQ SCHEMAS
    Structured Data Schema function on Rank Math
    1. You will need to edit the page/post with Gutenberg editor and click to add a new block and Search for FAQ-Schema Pro block and select it.
    Screen Shot 2021 10 07 at 12.44.47 PM
    FAQ BY RANK MATH
    1. Add questions and answers with FAQ child elements.
    2. Configure and change up the styling of the blocks depending on your liking.
    A snippet of an FAQ Schema created using the Rank Math WordPress free plugin.
    A snippet of an FAQ Schema created using Rank MathA snippet of an FAQ Schema created using Rank Math
    Gutenberg FAQ schema with Structured Data Schema .

    This is a wordpress tool that supports up to eleven different schema types using the recommended JSON-LD format. It has free and paid versions.

    The free version allows you to create structured data throughout your website while the pro-version allows you to add structured data to your posts.

    After Installing and activating It, here is a snippet of the pane where you will add all the details that you would like to Markup

    Gutenberg is a Worpress editor that was launched a few years ago that holds content as blocks. The schema Pro plugin actually offers an exclusive Gutenberg block which allows you to add an FAQ section with in-built schema support as shown below.

    BEST PRACTICES OF FAQ SCHEMA  MARKUP;

    1. Identify the key aspects of the business that you would like to have structured. Some of the information that should consider as part of the key aspects that you should put in your schema markup is Products, Services, reviews and articles about products and services that your business offers.
    1. Use JSON-LD rather than microdata as recommended by Google.
    2. Ensure that you only markup what is on the page.
    3. Relate to wikipedia/ websites to define topics.
    4. Connect other pages in the schema markup.
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