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Your Guide To FAQ Schema For Your Website

Your Guide To FAQ Schema For Your Website by SEO Agency Essex

Following Google’s announcement that they would be supporting How-To and FAQ structured data markup within search, businesses have been given a new way to capture their audience’s engagement in the SERPs. This new schema will appear in the SERPs as a series of drop-down boxes, in a similar way to the ‘People Also Ask’ feature, offering a whole new enhancement for businesses and their listing on Google.

However, this feature will rely on Google’s ability to pick up on FAQ schema data and for that reason, websites that don’t have the schema installed correctly, or at all, won’t benefit from this change. We’ve spoken to our development experts to delve a little deeper into this announcement, and how webmasters can start implementing this code on their site.

Enhance SERP Listing CTA Seo agency Essex

What Is FAQ Schema?

Is It Useful For Performance?

How To Add FAQ Schema To Your Website

  1. Follow Google’s On-Page FAQ Guidelines
  2. Set Up A JSON-LD Code
  3. Consider Implementing Code Via Google Tag Manager

What Is FAQ Schema?

Schema is considered to be a structured data vocabulary, universally used to define different parts, entities, actions, relationships and more on the web. By offering this single standard for structured data, schema can help websites showcase the same entities to a variety of different search engines, without having to implement different codes to cater.

Google’s introduction of FAQ schema, however, was designed to craft richer, more interactive search results. While webmasters can add links within this schema to encourage users to visit additional pages on the website, it has also formed another way for Google to keep users on their webpage – in other words, more zero-click searches will take place. As with most of their features, the search engine giant has also laid out a few guidelines about what can and can’t be marked up with this schema:

  • The FAQ page and all questions must be on the site itself.
  • There must be no way for users and visitors to submit alternative answers.
  • Product support pages are eligible, providing users can’t submit answers.
  • The full question and answer must be marked up in a way that is identical to the content on the webpage.
  • No marked-up FAQ should be used for advertising purposes.
  • No illegal, violent, obscene or dangerous content can be marked up.

Within the SERPs themselves, successfully marked up FAQs are interactive in that each question drops down to a box with the answer. They can be opened and closed, both on desktop versions and on mobile, allowing for better user experience, a cleaner search process and a simpler process for finding the answers that you need for a particular question.

Website Performance

Is It Useful For Performance?

Since it’s implementation, webmasters have reported that there’s one glaring issue they’ve all been facing – while impressions are up, clicks and traffic are considerably down. Due to the zero-click nature of the FAQ SERP feature, there is even less reason for a user to visit a website, unless they’re seeking further information that hasn’t been answered within that single answer.

In cases where further, or more detailed information can be given, Google has thankfully made room for links, and there’s no limit to how many you can include. Of course, this comes with the warning of ‘in moderation’, but the lack of limit has caught the eye of internal linking fans.

It’s not just links, either – can you include a number of special characters, including emojis. While this isn’t exactly a necessity for marketers, it can offer something unique and humanising for the SERP. By appealing to users using humanised language or text, you can encourage them to engage by visiting your site in more cases.

In terms of directing traffic, the ability to add links to an FAQ allows us to better direct users to relevant pages throughout the site. The links have to be relevant, and must also be present on the FAQ on your website, not just in the schema.

What we have learnt SERP and Schema

How To Add FAQ Schema To Your Website

When it comes to implementing FAQ schema to your site, there are a few ways you can tackle the task. For those with limited knowledge of coding or implementing schema, hiring a web development expert may be the best solution, but having a base understanding of what’s needed can help you stay ahead in your industry regardless. There are a few things you need, or can do in order to set your website up for this new feature, including adhering to guidelines, setting up a JSON-LD Code, and utilising Google Tag Manager:

Google's on-page FAQ Guidelines

1.Follow Google’s On-Page FAQ Guidelines

Before you can even consider setting up an FAQ schema for your website, you need to make sure that the structure of the content adheres to the guidelines that Google has put in place. While we have covered these guidelines previously (see ‘What Is FAQ Schema?), there are a few other things that Google deems necessary for any FAQ page and have provided guidance as to which schema could be used in cases where FAQPage may not fit.

If your web page has questions and answers that can be answered by users, or where users may be able to submit alternative questions, Google advises that the QAPage schema is better suited to describe what is on the page. Any question and answer-style content that allows user interaction in the form of alternative answers, can’t be listed as an FAQ in the SERPs.

Any content that you post on the page must be within the HTML in order to be recognised by Google. It must also be visible to the user browsing the page, and all of the text, down to any emojis, links and wording used in the schema, must be identical to that on the page. Any FAQ, whether all visible or in a drop-down/accordion style drop-down, can be eligible for an FAQ schema featured snippet, providing it has been coded correctly.

Set-up JSON-LD Code

2. Set Up A JSON-LD Code

Those with some coding knowledge may be able to put together a single JSON-LD code for their FAQ Schema. This particular scripting language is Google’s preferred markup code, with all schema codes on Schema.org adhering to this particular code style. It is used by publishers to communicate vital information to search engines about the content of any page.

Generally speaking, a template for FAQ schema code would be:

<script type=”application/ld+json”>

{

“@context”: “https://schema.org”,

“@type”: “FAQPage”,

“mainEntity”: [{

“@type”: “Question”,

“name”: “INSERT QUESTION TEXT HERE”,

“acceptedAnswer”: {

“@type”: “Answer”,

“text”: “INSERT ANSWER TEXT HERE”

}

}, {

“@type”: “Question”,

“name”: “INSERT QUESTION TEXT HERE”,

“acceptedAnswer”: {

“@type”: “Answer”,

“text”: “INSERT ANSWER TEXT HERE”

}

}, {

“@type”: “Question”,

“name”: “INSERT QUESTION TEXT HERE”,

“acceptedAnswer”: {

“@type”: “Answer”,

“text”: “INSERT ANSWER TEXT HERE”

}

}, {

“@type”: “Question”,

“name”: “INSERT QUESTION TEXT HERE”,

“acceptedAnswer”: {

“@type”: “Answer”,

“text”: “INSERT ANSWER TEXT HERE”

}

}, {

“@type”: “Question”,

“name”: “INSERT QUESTION TEXT HERE”,

“acceptedAnswer”: {

“@type”: “Answer”,

“text”:”INSERT ANSWER TEXT HERE”}

}]

}

</script>

By filling out each relevant field within the code according to the content of the FAQ on the page, you can ensure that Google recognises the FAQ schema, and you stand a better chance at being featured. Only 10 FAQs per listing have been seen to be featured in the SERPs thus far, so it may be worth limiting your coded schema to just 10 at first, to test how Google responds.

In order to implement this code, you should ideally be entering it into your HTML in the initial template, however, it can be done via Google Tag Manager.

3. Consider Implementing Code Via Google Tag Manager

While Google Tag Manager isn’t the perfect method for implementing schema, it can offer a solution for those with limited development knowledge, or in cases where the developer may need to put their resources elsewhere. Thankfully, setting up FAQ Schema is easy through GTM. You need to follow these steps:

  1. After opening Google Tag Manager and setting up an account, select ‘variables’ on the menu.
  2. Click configure and make sure that ‘Page Path’ is selected.
  3. Go back to the overview. Select ‘Add A New Tag’.
  4. Name your tag. This needs to be relevant, or at least something that you will understand when referring back.
  5. Select ‘custom HTML’ and then enter the JSON-LD code we mentioned earlier, with the relevant changes made.
  6. The next step is to create a trigger, to ensure it only works for one page. Give the trigger a recognisable name, and select the ‘Page View’ trigger from the options.
  7. Select ‘Some Page Views’.
  8. From the options that appear, select ‘page path’, and then ‘equals’. In the resulting field, enter the URL slug.
  9. Click save, and then save again.

From here, the code will be set up, however, you will need to test it to ensure that it works before officially publishing it. You can do this by previewing the tag, and opening up your web page to see which triggers have fired.

If you are unsure of any of the above steps or need help implementing the FAQ Schema code to your website, get in touch with a member of our expert development team.

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