Why is an optimised FAQ page important for SEO in 2021?

Why is an optimised FAQ page important for SEO in 2021?

The inclusion of an optimised frequently asked question (FAQ) page on your website improves user experience and helps to develop trust in your brand. FAQs provide you with the opportunity to answer specific questions which increases the likelihood of your site ranking for targeted keywords and growing levels of organic traffic. FAQ pages should fill in the gaps to complement the content already on your site and work as part of your overall SEO strategy. If your current FAQ page hasn’t been updated for ages or even worse, your site does not currently have one at all, then 2021 should be the year you finally put together a detailed and helpful FAQ page, and here’s why:

Questions are popular in search engines

Out of all the Google search queries so far in 2021, around 14.1% have been a question. FAQs are tailor-made for questions. Many search queries begin with the following words; how, what, why, where, who, which. And these are exactly the same words which begin the questions which make up most, if not all, FAQs. By carrying out some research into the questions your audience are asking and writing in-depth, informative answers you will not only provide visitors with the information they are looking for, but you could also be visible in the search engine results pages (SERP).

The voice search revolution is underway

20% of all mobile queries via Google are voice searches. Furthermore, 44% of adults and 55% of teens use voice search daily. Voice search doesn’t just apply to mobile devices either as 25% of Windows 10 desktop searches are made with voice. Once you factor in other devices like Amazon Echo Dot and smart speakers, then it’s easy to see why voice search has taken off in such a big way. So, what does this have to do with FAQs? Well, you already know that questions as search queries are on the rise, and this includes questions via voice search too. Using natural language in your FAQ content gives you a better chance of ranking for voice search.  

Target multiple keywords & drive relevant traffic to your site

An FAQ shouldn’t just be used as a dumping ground for keywords which provides little value to your visitors. Instead, if you want to rank for targeted keywords using your FAQ page(s) you need to ensure your visitor is finding value in your content and discovering the information they are looking for. Afterall, an FAQ is a helpful guide for your web visitors which enables them to discover more about your company and specific products and services. FAQs therefore provide you with an excellent opportunity to include keywords naturally as part of questions and answers and drive relevant traffic to your site.

Google loves fresh, updated content

SEO isn’t a destination, it’s a journey full of updates and algorithm changes to provide a better user experience for web browsers and site visitors. Updating your content with useful information on a regular basis tells Google that you are providing your visitors with something new and interesting to read and engage with, thus improving user experience. FAQs can be updated and freshened up on a regular basis to stay in-line with both industry trends and your own business-related queries. Carrying out a regular audit of your FAQ, which may also include deleting outdated questions, will keep this section relevant and useful to your visitors.

Great for internal linking

The phrase ‘internal linking’ simply refers to links from one page on a domain to another page with the same domain. Internal links make it easier for your visitors to move freely around your website and find the pages and information they are interested in. Through internal linking you can also direct traffic to specific pages on your site. Furthermore, a successful internal linking strategy will keep visitors on your site for longer and improve its bounce rate. Incorporating internal links within your FAQ answers means you can direct visitors to specific pages which are useful to them.

References

https://backlinko.com/optimize-for-voice-search
https://neilpatel.com/blog/seo-question/

Andrew was in the digital marketing game for over ten years before starting up Alpaca Marketing, an agency which helps businesses of any size to improve their online strategy.

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