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25 Best Examples Of Effective FAQ Pages

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25 Best Examples Of Effective FAQ Pages

Frequently Asked Question (FAQ) pages (or informational hubs) enable your business to respond, react, and anticipate the needs of your audience more quickly and appropriately than other types of destination page experiences.

An effective FAQ resource can educate, inform, and naturally guide the user through your website’s content and toward the goals and results you have set.

Over the years, the role of the FAQ page has changed substantially, and now an FAQ page is an essential webpage to have on your site.

Why An FAQ Resource?

Firstly, FAQ pages can bring new visitors to your website via organic search and drive them quickly to related pages – most typically deeper blog pages and service pages closely related to the questions being resolved.

Next, one of the most significant opportunities for impactful brand visibility within the search engine result pages (in-SERP) is targeting audience questions, wants, needs, and pain points.

The FAQ page is one of the best ways to help people visit your site and get snippets of answers in front of users before they click any results within the search pages.

A helpful FAQ page (more likely an FAQ hub of core pages and topical intent) shortens the time it takes for people to solve their search requirements.

The experience from the first visit to conversion is also faster because you remove any possible barriers to knowledge (informational and often trust).

As a company, you are showcasing expertise through FAQs, plus introducing your key staff, knowledge, and unique insights into the industry sooner.

You add credibility and value through meaningful content in the many forms your audience requires. This will typically include audio, visual/video, and layering of content types now, compared to traditional text-only content provision.

You are also servicing the need for offline conversation and experience through faster and always available online mechanisms.

People will always seek help and advice. They are unwilling to pick up the phone, walk into a store, or wait hours (even minutes) for that information or insight to become accessible.

It needs to be available now and in the format they enjoy the most.

Why FAQ Pages Are A Priority

FAQ pages continue to be a priority area for SEO and digital marketing professionals.

An FAQ page is one of the simplest ways to improve your site and help site visitors and users.

Your FAQ section should be seen as a constantly expanding source of value provided to your audience. It is a place where their ever-changing and growing requirements are not only met but anticipated and exceeded frequently.

In no small part, the importance of FAQ pages has been driven in recent years by the growth in voice search, mobile search, and personal/home assistants and speakers.

These predominantly rely on the pre-results (Google Answers and Featured Snippets) and can be explicitly targeted with FAQ pages.

People need conversation, comparison, and support for most of their decision-making online and offline; FAQs can cater to them all.

An effective FAQ page seeks to:

  • Reflect and respond to your audience’s needs wholly and thoroughly.
  • Cover a broad range of intent (transactional, informational, locational, etc.).
  • Stay updated based on new insights from your data, the industry, and broader best practices.
  • Land new users to the website by solving problems and supporting return visits with regular additions and valuable expertise sharing.
  • Drive internal pageviews to other important pages and support key conversion paths.
  • Fuel blog (and deeper content) creation logically and intuitively ties together semantically relevant content.
  • Shine a light on expertise, trust, and authority within your niche, giving your brand and key staff a platform to educate, inform, and support your community.

25 Of The Best Examples Of FAQ Pages

Now let’s look at 25 great examples of FAQ pages/resources and why they’re so effective.

1. Twitter

Twitter’s FAQ help center made a list as it factored in some fascinating personalization, easy-to-use search functionality, and has a positive user experience (something few FAQ pages ever achieve).

Screenshot from Twitter, July 2022

2. YouTube

YouTube’s FAQ page is clean, fresh, simple to use, and provides access to the most commonly asked “help” topics.

As you might expect, content delivery combines video/visual content with standard textual content. The role of mixed content types in FAQ pages is something often overlooked.

YouTube FAQ pageScreenshot from YouTube, July 2022

3. McDonald’s

The McDonald’s FAQ page feels informal and sociable, encouraging people to share their FAQ experiences (a rarity).

McDonald's Help - FAQ Page ExampleScreenshot from mcdonalds.com, July 2022

4. WhatsApp

The FAQ resource for Whatsapp is bright, easy to use, and categorized effectively for quick desktop or mobile use.

When considering the functional role and practical requirements of an FAQ resource, it can be easy to forget the importance of loading time and speed of access to information.

Whats App FAQ PageScreenshot from faq.whatsapp.com, July 2022

5. Wikipedia

Wikipedia’s help center is an excellent example of an “old-school” FAQ page.

It is text-heavy, blocked into key topic areas, and has extensive access to all the critical support areas you could ever need.

There is something necessary, meaningful and nostalgic about FAQ-orientated websites like this, plus they are hugely helpful and remain more than fit for purpose.

wikipedia help centreScreenshot from en.wikipedia.org, July 2022

6. The University of East Anglia (UEA)

The University of East Anglia FAQ resource is more of an inbuilt problem-solving informational architecture than a separate FAQ resource.

This type of audience understanding throughout every critical section and site navigation reflects the potential to continuously service and support your audience as a core part of the business positioning.

Example of the University of East Anglia - FAQ Page HubScreenshot from uea.ac.uk, July 2022

7. UCAS

The FAQs section of UCAS  is simple, scaled back, and concise.

It includes a prompt to ask if the information was helpful and to gather user feedback to improve the resource.

This type of first-party/direct user feedback loop is excellent as it demonstrates a willingness to refine and improve the FAQ section iteratively.

UCAS FAQsScreenshot from ucas.com, July 2022

8. Foresters Friendly Society

The Foresters Friendly Society FAQ page example showcases topic-specific FAQ content clusters or hubs in action.

This facilitates a quick and effective experience for people to explore topics in detail that matter to them the most, without the added clicks or distractions of single-stop (all-topic) FAQ destinations.

Foresters Friendly Society - Example FAQ PageScreenshot from forestersfriendlysociety.co.uk, July 2022

9. Ontrack

The standout features of the Ontrack FAQ section include the simplified user experience and bold, functional (dialed back) access to crucial information.

The content isn’t cluttered, it’s easy to skim read, plus you can switch between FAQ-related resources within a single click to service various layers of user intent.

Example of Ontrack UK - FAQ ResourceScreenshot from ontrack.com, July 2022

10. DaysOutGuide

DaysOutGuide’s frequently asked questions resource incorporates tags to make the most out of single-click functionality for all device access to information.

The balance between text, images, and interactive features works well.

Content segments are demarked and intuitive.

daysoutguide faqsScreenshot from daysoutguide.co.uk, July 2022

11. SendInBlue

SendInBlue’s FAQs are by far the most basic by design (single grid defined by thin square design categories) included in this list of my best and most effective FAQs, but they work.

It’s a simple solution but almost always overlooked.

This offers a helpful reminder that it is the content value and ease of access to information instead of over-design when it comes to effective FAQ pages.

Send In Blue FAQsScreenshot from help.sendinblue.com, July 2022

12. FreeSpirit

The FreeSpirit FAQ page combines useful information navigational features with interactive content to empower users to progress through the site and make buying decisions faster.

Free Spirit FAQsScreenshot from freespirittravelinsurance.com, July 2022

13. Amazon Web Services

Amazon Web Services’ FAQs are functional, easy to skim through, and categorized for use.

There are no frills here.

But, in some cases, it’s better to get straight to the point.

Amazon Web Services FAQsScreenshot from aws.amazon.com, July 2022

14. Silicone Engineering

Silicone Engineering’s FAQs help demystify a traditionally complex industry.

The combination of quick links, ask the expert, and more profound content answers work well for the user regardless of time availability or device used.

Engineering and related industries can seem daunting to many, so this content distillation is always a welcome experience for the user.

Silicone Engineering FAQsScreenshot from silicone.co.uk, July 2022

15. Dropbox

Dropbox Help brings fun to the FAQ area with the choice of images and encourages the user to experience the site through self-discovery.

It’s a helpful reminder that FAQs can be a fun and engaging way to bring your brand in front of new and existing audiences in various ways.

Dropbox Help Center Example Screenshot from help.dropbox.com, July 2022

16. TUI

TUI FAQs are in a grid format, include depth of topical coverage, and reflect the volumes of information available on the site.

The resource is not overly pretty by design, but it works and almost has a retro feel.

tui faqsScreenshot from tui.co.uk, July 2022

17. UPS

The UPS Help and Support Centre includes a virtual chat assistant which leverages the FAQs above the static functionality of most.

Chatbots are ideal FAQ considerations mainly based on their ability to expedite and drive the user journey (a key effectiveness area for any help and FAQ resource).

UPS FAQ PageScreenshot from ups.com, July 2022

18. Trent Furniture

In this example, the Trent Furniture FAQ and guides section acts as both an FAQ resource and a guide roll-up resource.

This means that users can access top-level information, deeper, more comprehensive buying guides, measurement information, and a whole host of other insights normally only accessible through blogs.

For ecommerce sites, it’s positive to access layers of content depth relevant to your buying decisions – whether you intend to purchase in the same session or are working your way through the buying and information-seeking journey.

Trent Furniture Guides and FAQs ExampleScreenshot from trentfurniture.co.uk, July 2022

19. FatFace

The FatFace help center and FAQs resource is a practical example of a bigger brand getting it right.

The help center places the users first with the topics covered and still manages to feel personable and helpful.

FatFace Help Centre Example FAQ ResourceScreenshot from fatface.com, July 2022

20. Stewarts Law

This Stewarts Law FAQs example demonstrates the multipurpose nature of informational content.

This case merges traditional news and article content provision alongside FAQs, insights, and broader expert opinions.

Stewarts Law - News Insights and FAQs ExampleScreenshot from stewartslaw.com, July 2022

21. Pinterest

Pinterest’s Help Center takes simplicity to the next level.

The design and information provided are prioritized for the mobile user by combining visual and textual triggers.

FAQ resources should place function first, and that’s clear in this example.

Pinterest Help - FAQ PageScreenshot from help.pinterest.com, July 2022

22. Elite Island Holidays UK

The audience’s needs drive Elite Island Holidays’ FAQs and set out to answer people’s holiday dilemmas, from preparation to last-minute help and support.

The blog nature of the answers means that the site visitor doesn’t need to travel beyond the FAQs page for help.

FAQ answers’ completeness can vary by industry and on a site-by-site basis.

In this example, the more profound content provision is good to see and helps prevent multiple clicks or return to search engine query refinement to find a complete answer.

Elite Island Resorts FAQsScreenshot from eliteislandholidays.com, July 2022

23. Airtable

Airtable’s Help Center is fun, visually driven, and even provides helpful information on how to use the FAQ section.

Making a help resource fun isn’t easy. However, Airtable has achieved this.

I like to be objective (as much as possible with opinion-based topics like this) and consider FAQ pages that stand out with clear purpose and thought.

Airtable's Help CenterScreenshot from support.airtable.com, July 2022

24. Pretty Little Thing

The FAQs on Pretty Little Thing immediately tell their audience and position the design and content accordingly.

The FAQs also appear well thought out and enticing to interact with.

The clickable visual elements reflect mobile and all device interaction, which is essential for online mobile-first and all device expectations.

Pretty Little Thing FAQScreenshot from prettylittlething.com, July 2022

25. First Direct

First Direct’s FAQs, Help Center, and Tools/Guide Resource brings many information-rich segmented guides and financial tools into one place.

Making often complex and dry financial topics straightforward and accessible is not easy, but this section does it well.

First Direct FAQ - Help Section ExampleScreenshot from www1.firstdirect.com, July 2022

Creating An Effective FAQ page

Whether you have an FAQ page in place, believe it can contribute more, or are looking to create a new FAQ resource for your website, it’s essential to consider the next steps.

Remember not to overlook the necessity to gather data in your FAQ section. Use this to continue adding to it, refine, and expand the ongoing value provision to your audience.

Your FAQ resource needs to be proactively updated to cater to all the new and ever-changing data sets reflecting your existing and new community requirements, offline and online.

1. Decide On The Purpose Of The FAQ Page

Suppose you wish to bring your experts to the foreground and provide ongoing audience support. In that case, your FAQ hub will function very differently than it would if you intend to increase the ease of access to know cornerstone content on your website.

You need to have a clearly defined FAQ section purpose and ensure you support this with business objectives and KPIs.

This helps maintain prioritization and justification to keep investing resources and focus on FAQ development alongside more traditional commercial website pages.

2. Plan In Advance To Maintain And Grow Your FAQ Hub

Your audience questions will change frequently, and you must ensure that your FAQ content reflects this.

Data within Google Search Console (GSC), on-site search behavior, plus broader industry trends will help inform this.

Don’t limit your data gathering to a single source, however.

Look at the competition, consider Google Rich Results (using tools such as Semrush), and look at the completeness of your expertise provision through your FAQ content.

3. Look Outside Of Your Company Data Environment

While your data is fantastic for servicing your existing customer base, there are often multiple layers of FAQs to fulfill.

You can use free tools such as Answer the Public for more general questions, Google Trends, and competitor sites.

The opportunity to answer In-SERP questions grows all the time. You want to be present in these conversations by showcasing your FAQ content and creating compelling content types to target these items correctly.

4. Structuring FAQs

Both your page and individual FAQs (whether a single FAQ page or entire sections of your site specific to FAQ content) need some consideration on how you structure them and make a lot of varied content accessible for the user and search engines alike.

Consider the expandable on-click text at the individual FAQ level to keep answers clean and easy to use.

At the page structure level, take time to prioritize content based on value and demand, plus technical optimization areas such as the use of schema, page speed, and mobile-friendliness.

Remember that people look to digest content in many ways.

FAQ content does not have to be text only. It’s far broader reaching and valuable to people and for search if it’s multi-tiered and varied in content types.

5. Use Data To Refine & Improve: Part Of ‘Always On’ Focus

FAQ pages quickly become outdated, and their value declines over time.

Make sure you are testing page changes and iteratively improving everything from headings and clickable page elements to new data-led content additions and calls to action.

Every month there will be evidence-led chances to improve, and this mentality is key to maximizing business and user impact.

6. Don’t Forget The People Element

The most successful FAQ pages and help center hubs often stem from a deeper understanding of the people they are intended to help.

Data and evidence are always important, but you must balance this with real-world insights and offline experiences.

The best people to help with this are the front-line staff, who actively engage with your audience daily and truly understand how online and offline FAQs can support and enrich your problem-solving offering.

Your FAQ section supports your staff as much as it’s present to help educate and inform your community.

Think about your recurring conversations and how they can be served equally well online.

Don’t forget mixed content types to replicate the offline experience online, plus the need to gather feedback from your users directly.

As a final quick tip: Every FAQ resource, however complete it may appear, will have new ways to leverage the value received from it and areas to grow.

You can often reposition existing content for new search opportunities, bolster and expand its depth and value, plus create unique visual content from a text-only provision for many short-term and ongoing gains.

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Why Now’s The Time To Adopt Schema Markup

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Why Now's The Time To Adopt Schema Markup

There is no better time for organizations to prioritize Schema Markup.

Why is that so, you might ask?

First of all, Schema Markup (aka structured data) is not new.

Google has been awarding sites that implement structured data with rich results. If you haven’t taken advantage of rich results in search, it’s time to gain a higher click-through rate from these visual features in search.

Secondly, now that search is primarily driven by AI, helping search engines understand your content is more important than ever.

Schema Markup allows your organization to clearly articulate what your content means and how it relates to other things on your website.

The final reason to adopt Schema Markup is that, when done correctly, you can build a content knowledge graph, which is a critical enabler in the age of generative AI. Let’s dig in.

Schema Markup For Rich Results

Schema.org has been around since 2011. Back then, Google, Bing, Yahoo, and Yandex worked together to create the standardized Schema.org vocabulary to enable website owners to translate their content to be understood by search engines.

Since then, Google has incentivized websites to implement Schema Markup by awarding rich results to websites with certain types of markup and eligible content.

Websites that achieve these rich results tend to see higher click-through rates from the search engine results page.

In fact, Schema Markup is one of the most well-documented SEO tactics that Google tells you to do. With so many things in SEO that are backward-engineered, this one is straightforward and highly recommended.

You might have delayed implementing Schema Markup due to the lack of applicable rich results for your website. That might have been true at one point, but I’ve been doing Schema Markup since 2013, and the number of rich results available is growing.

Even though Google deprecated how-to rich results and changed the eligibility of FAQ rich results in August 2023, it introduced six new rich results in the months following – the most new rich results introduced in a year!

These rich results include vehicle listing, course info, profile page, discussion forum, organization, vacation rental, and product variants.

There are now 35 rich results that you can use to stand out in search, and they apply to a wide range of industries such as healthcare, finance, and tech.

Here are some widely applicable rich results you should consider utilizing:

  • Breadcrumb.
  • Product.
  • Reviews.
  • JobPosting.
  • Video.
  • Profile Page.
  • Organization.

With so many opportunities to take control of how you appear in search, it’s surprising that more websites haven’t adopted it.

A statistic from Web Data Commons’ October 2023 Extractions Report showed that only 50% of pages had structured data.

Of the pages with JSON-LD markup, these were the top types of entities found.

  • http://schema.org/ListItem (2,341,592,788 Entities)
  • http://schema.org/ImageObject (1,429,942,067 Entities)
  • http://schema.org/Organization (907,701,098 Entities)
  • http://schema.org/BreadcrumbList (817,464,472 Entities)
  • http://schema.org/WebSite (712,198,821 Entities)
  • http://schema.org/WebPage (691,208,528 Entities)
  • http://schema.org/Offer (623,956,111 Entities)
  • http://schema.org/SearchAction (614,892,152 Entities)
  • http://schema.org/Person (582,460,344 Entities)
  • http://schema.org/EntryPoint (502,883,892 Entities)

(Source: October 2023 Web Data Commons Report)

Most of the types on the list are related to the rich results mentioned above.

For example, ListItem and BreadcrumbList are required for the Breadcrumb Rich Result, SearchAction is required for Sitelink Search Box, and Offer is required for the Product Rich Result.

This tells us that most websites are using Schema Markup for rich results.

Even though these Schema.org types can help your site achieve rich results and stand out in search, they don’t necessarily tell search engines what each page is about in detail and help your site be more semantic.

Help AI Search Engines Understand Your Content

Have you ever seen your competitor’s sites using specific Schema.org Types that are not found in Google’s structured data documentation (i.e. MedicalClinic, IndividualPhysician, Service, etc)?

The Schema.org vocabulary has over 800 types and properties to help websites explain what the page is about. However, Google’s structured data features only require a small subset of these properties for websites to be eligible for a rich result.

Many websites that solely implement Schema Markup to get rich results tend to be less descriptive with their Schema Markup.

AI search engines now look at the meaning and intent behind your content to provide users with more relevant search results.

Therefore, organizations that want to stay ahead should use more specific Schema.org types and leverage appropriate properties to help search engines better understand and contextualize their content. You can be descriptive with your content while still achieving rich results.

For example, each type (e.g. Article, Person, etc.) in the Schema.org vocabulary has 40 or more properties to describe the entity.

The properties are there to help you fully describe what the page is about and how it relates to other things on your website and the web. In essence, it’s asking you to describe the entity or topic of the page semantically.

The word ‘semantic’ is about understanding the meaning of language.

Note that the word “understanding” is part of the definition. Funny enough, in October 2023, John Mueller at Google released a Search Update video. In this six-minute video, he leads with an update on Schema Markup.

For the first time, Mueller described Schema Markup as “a code you can add to your web pages, which search engines can use to better understand the content. ”

While Mueller has historically spoken a lot about Schema Markup, he typically talked about it in the context of rich result eligibility. So, why the change?

This shift in thinking about Schema Markup for enhanced search engine understanding makes sense. With AI’s growing role and influence in search, we need to make it easy for search engines to consume and understand the content.

Take Control Of AI By Shaping Your Data With Schema Markup

Now, if being understood and standing out in search is not a good enough reason to get started, then doing it to help your enterprise take control of your content and prepare it for artificial intelligence is.

In February 2024, Gartner published a report on “30 Emerging Technologies That Will Guide Your Business Decisions,”  highlighting generative AI and knowledge graphs as critical emerging technologies companies should invest in within the next 0-1 years.

Knowledge graphs are collections of relationships between entities defined using a standardized vocabulary that enables new knowledge to be gained by way of inferencing.

Good news! When you implement Schema Markup to define and connect the entities on your site, you are creating a content knowledge graph for your organization.

Thus, your organization gains a critical enabler for generative AI adoption while reaping its SEO benefits.

Learn more about building content knowledge graphs in my article, Extending Your Schema Markup From Rich Results to Knowledge Graphs.

We can also look at other experts in the knowledge graph field to understand the urgency of implementing Schema Markup.

In his LinkedIn post, Tony Seale, Knowledge Graph Architect at UBS in the UK, said,

“AI does not need to happen to you; organizations can shape AI by shaping their data.

It is a choice: We can allow all data to be absorbed into huge ‘data gravity wells’ or we can create a network of networks, each of us connecting and consolidating our data.”

The “networks of networks” Seale refers to is the concept of knowledge graphs – the same knowledge graph that can be built from your web data using semantic Schema Markup.”

The AI revolution has only just begun, and there is no better time than now to shape your data, starting with your web content through the implementation of Schema Markup.

Use Schema Markup As The Catalyst For AI

In today’s digital landscape, organizations must invest in new technology to keep pace with the evolution of AI and search.

Whether your goal is to stand out on the SERP or ensure your content is understood as intended by Google and other search engines, the time to implement Schema Markup is now.

With Schema Markup, SEO pros can become heroes, enabling generative AI adoption through content knowledge graphs while delivering tangible benefits, such as increased click-through rates and improved search visibility.

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Google Quietly Ends Covid-Era Rich Results

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Google Quietly Ends Covid-Era Rich Results

Google removed the Covid-era structured data associated with the Home Activities rich results that allowed online events to be surfaced in search since August 2020, publishing a mention of the removal in the search documentation changelog.

Home Activities Rich Results

The structured data for the Home Activities rich results allowed providers of online livestreams, pre-recorded events and online events to be findable in Google Search.

The original documentation has been completely removed from the Google Search Central webpages and now redirects to a changelog notation that explains that the Home Activity rich results is no longer available for display.

The original purpose was to allow people to discover things to do from home while in quarantine, particularly online classes and events. Google’s rich results surfaced details of how to watch, description of the activities and registration information.

Providers of online events were required to use Event or Video structured data. Publishers and businesses who have this kind of structured data should be aware that this kind of rich result is no longer surfaced but it’s not necessary to remove the structured data if it’s a burden, it’s not going to hurt anything to publish structured data that isn’t used for rich results.

The changelog for Google’s official documentation explains:

“Removing home activity documentation
What: Removed documentation on home activity structured data.

Why: The home activity feature no longer appears in Google Search results.”

Read more about Google’s Home Activities rich results:

Google Announces Home Activities Rich Results

Read the Wayback Machine’s archive of Google’s original announcement from 2020:

Home activities

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Google’s Gary Illyes: Lastmod Signal Is Binary

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Google's Gary Illyes: Lastmod Signal Is Binary

In a recent LinkedIn discussion, Gary Illyes, Analyst at Google, revealed that the search engine takes a binary approach when assessing a website’s lastmod signal from sitemaps.

The revelation came as Illyes encouraged website owners to upgrade to WordPress 6.5, which now natively supports the lastmod element in sitemaps.

When Mark Williams-Cook asked if Google has a “reputation system” to gauge how much to trust a site’s reported lastmod dates, Illyes stated, “It’s binary: we either trust it or we don’t.”

No Shades Of Gray For Lastmod

The lastmod tag indicates the date of the most recent significant update to a webpage, helping search engines prioritize crawling and indexing.

Illyes’ response suggests Google doesn’t factor in a website’s history or gradually build trust in the lastmod values being reported.

Google either accepts the lastmod dates provided in a site’s sitemap as accurate, or it disregards them.

This binary approach reinforces the need to implement the lastmod tag correctly and only specify dates when making meaningful changes.

Illyes commends the WordPress developer community for their work on version 6.5, which automatically populates the lastmod field without extra configuration.

Accurate Lastmod Essential For Crawl Prioritization

While convenient for WordPress users, the native lastmod support is only beneficial if Google trusts you’re using it correctly.

Inaccurate lastmod tags could lead to Google ignoring the signal when scheduling crawls.

With Illyes confirming Google’s stance, it shows there’s no room for error when using this tag.

Why SEJ Cares

Understanding how Google acts on lastmod can help ensure Google displays new publish dates in search results when you update your content.

It’s an all-or-nothing situation – if the dates are deemed untrustworthy, the signal could be disregarded sitewide.

With the information revealed by Illyes, you can ensure your implementation follows best practices to the letter.


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