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FAQ Pages for SEO (+ Examples & Best Practices)



FAQ Pages for SEO (+ Examples & Best Practices)

FAQ pages (when done well) can be a double win: They provide valuable content that users want to see and Google wants to rank.

However, when rushed, FAQs can easily become lazy data dumps of loosely linked questions and half-baked answers.

Don’t be the latter. Instead, create useful FAQ pages for humans and search engines.

In this guide, you will learn the following:

What is an FAQ page (and why it’s useful for SEO)?

An FAQ (frequently asked questions) page is a place on a website where common questions related to your niche can be answered.


It often looks a little something like this:

Twitter's FAQ page

But they can also look like this:

FAQ in a blog postFAQ in a blog post

A good FAQ page can help people at different stages of the buyer’s journey and can act as the first point of contact for potential customers.

But what about SEO? Are FAQ pages beneficial?

I’m glad you asked.

Are FAQ pages good for SEO?

Like 90% of SEO questions, the answer is… it depends.

A half-thought-out FAQ page that is essentially just a dump of questions exported from a keyword tool and quickly answered on a page may not be the best way to leverage FAQ pages for SEO.

However, when optimized for relevant keywords and well designed in terms of UX, FAQ pages can be great for SEO.

In fact, the goal of an FAQ page is the same as the core goal of SEO: to provide the best answer to a question.

There are actually quite a few ways to display your FAQ pages, although they all have the same goal: to answer common questions a user may have and present them clearly.


In terms of FAQ pages for SEO, I am going to split them into five different types:

  1. Homepage
  2. Product/service page
  3. Dedicated FAQ page
  4. Standalone blog post
  5. Within a blog post

Let’s take a brief look at each (along with examples):

1. Homepage FAQs

This is one of the most obvious ones: an FAQ section on the homepage—usually just above the footer:

Not only does this add some contextual information to the homepage, but it also creates a useful place to add internal links:

Internal links in the answer to one of the FAQsInternal links in the answer to one of the FAQs

Clicking on the question accordion opens up the answer along with internal links to more in-depth answers (via blog posts).

2. Product/service page FAQs

This time, the FAQ section is added to a product/service page:

These questions are typically related to the offering and are designed to cut down on customer service requests.

3. Dedicated FAQ page

If you’ve got a lot of questions to cover or just want to keep FAQs separate, you may want to have a dedicated FAQ page:

If you’ve got the design skills, designing a good-looking page can be a good link building tactic, as the page can get referenced on design blogs:


4. Standalone blog post with FAQs

You can keep it simple and display your FAQs in a blog post format, using subheadings for each question.

Do keyword research to find a list of questions on a topic (more on that later) and publish the questions as their own “FAQ” blog post.

If you drop that page into Ahrefs’ Site Explorer, you can see it is performing pretty well:

Site Explorer overview showing page is performing wellSite Explorer overview showing page is performing well

This method works better when you have a few questions. If you have a lot of content to cover, it may make more sense not to have a super long FAQ blog post answering everything.

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5. Dedicated FAQ section at the end of a post

If you want to go the blog post route, you don’t have to create a new one. You can add the FAQ section to an existing article (if it makes sense to do so):

Speaking of topic clusters… this can also be a natural way of adding more internal links to related content.

Include an FAQ section in your article, answer the questions briefly, and then link out to supporting articles where you go into more detail.

Boom! You’ve just built a useful FAQ page AND a topic cluster at the same time. Go you.


Three ways to find questions for your FAQ page

Before you start building your page, you need to know what questions to answer. The aim of an FAQ page is to provide the best answers to these questions.

Here are some methods to find FAQs to answer:

1. Research what questions users are asking

Some of the best sources of questions are NOT keyword tools—but people.

And ideally, that’s people in your audience.

One of the most effective ways of researching what questions to include in an FAQ page is by simply asking your customers/users/audience.

Here are some things you can try:

  • Customer service – Check in with your customer support/sales teams and simply ask them about common questions customers keep asking
  • Site search – See if your site has an internal search function; if so, check what kind of things people are searching for
  • Google Search Console – Look at GSC queries to see what question-based phrases are getting clicks
  • People Also Ask – Check related PAA boxes on the SERPs
  • Quora and Reddit – See what common questions are being discussed in online communities in your niche

2. Find questions with Ahrefs’ Keywords Explorer

If you are building an FAQ page for SEO, you really can’t avoid doing keyword research.

Go to Ahrefs’ Keywords Explorer and drop in a seed keyword. Obviously, you want to pick a seed that relates to the topic you want to answer questions about.


Then go to the Matching terms report and turn on the Questions filter:

Questions filter turned on in Matching terms report; search term is "pizza"Questions filter turned on in Matching terms report; search term is "pizza"

From here, you’ll have a list of questions related to your seed term.

If you use a broad seed like [pizza], you will generate a lot of potential questions:

List of keywords with corresponding data like KD, volume, etcList of keywords with corresponding data like KD, volume, etc

If you want to generate more specific questions, just use a more focused seed keyword. For example, if you follow the same method for “apple airpod,” you’ll get fewer results but more relevant questions:

List of keywords with corresponding data like KD, volume, etcList of keywords with corresponding data like KD, volume, etc

3. Reverse engineer competitors with Ahrefs’ Site Explorer

This time, we are going to use competitor sites as a source of questions.

Go to Ahrefs’ Site Explorer, drop in a competitor domain, and then go to the Organic keywords report:

Site Explorer's "Overview" page; notably, see "Organic keywords" in sidebarSite Explorer's "Overview" page; notably, see "Organic keywords" in sidebar

From here, you’ll want to filter out non-question keywords. Using Ahrefs’ built-in filters is pretty easy.

Inside the Organic keywords report, click on the Keyword filter and add in some modifiers.

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Question modifiers: what, where, when, why, which, who, whose, how, etc. 

Make sure the filter is set to Contains and Any value. Then click “Apply.”

Options to customize Keyword filterOptions to customize Keyword filter

Now you’ll have a list of keywords containing the question modifiers from above:

List of keywords with corresponding data like SF, volume, etcList of keywords with corresponding data like SF, volume, etc

Best practices for SEO-friendly FAQ pages

Building an SEO-friendly FAQ page is no different from building any content-heavy page.

It needs to be easy to navigate, be quick to load, nail on-page SEO, etc.

That said, here are a few points you should consider when creating your own FAQ page:

  • Group your questions – By organizing your questions into categories, you provide a better overall UX.
  • Avoid jargon – You should use language your audience will understand.
  • Use your brand personality/tone of voice/style guide – An FAQ page is no different from any other content on your site, so keep it consistent.
  • Answer questions clearly and concisely – Your FAQ page should answer questions quickly. If you want to go into more detail, save that for long-form blog posts.
  • Keep it updated – FAQs are not static pages, so be sure to add new questions and update older questions regularly.
  • Internal linking – It’s valuable to add internal links to any related content or resources that may lead the user down the conversion funnel.
  • Format for UX – Good UX makes it easy for users to find the answers they are looking for.
  • Optimize your title tags – You can make searchers aware of the FAQ.
  • Use FAQ schema – Adding schema markup to your page can help you earn additional SERP real estate.

Speaking of FAQ schema… it’s a point worth expanding on.

How to add FAQ schema (in three steps)

FAQ schema markup is a type of structured data to make your pages eligible to have rich snippets on the SERPs.

These FAQ rich snippets can help increase click-through rates (source), help Google crawl your site, and claim more SERP real estate.


Adding FAQ schema markup to your site is pretty straightforward.

Step 1. Create your FAQs

First up, you need some actual questions to mark up.

Create a dedicated FAQ page or an FAQ section on one of your pages. Now populate it with questions and then answer them.

When marking up, be sure to follow Google’s guidelines:

Step 2. Write and validate your FAQ schema

You can use JSON-LD or Microdata to create FAQ markup, but Google recommends JSON-LD.

If you want to keep things simple, use a free online FAQ schema generator:

Example of schema generator showing JSON-LD FAQ schema codeExample of schema generator showing JSON-LD FAQ schema code

Simply copy and paste your questions and answers into the generator, and the FAQ schema code will be automatically generated for you.

Learn from my (many) schema mistakes here: pay close attention to your code

The code on your page and the code in your script need to be the same. If they are different (even by one little misplaced comma), then your markup won’t work.


To check your FAQ schema, simply copy and paste the code and run it through Google’s Rich Results Testing Tool.

Step 3. Implement and validate (again)

Now you need to implement your markup onto your page. You’ve got a few options here:

  1. Manually add the script into the <head> section of the page
  2. Add via a WordPress plugin (like Insert Headers and Footers or RankMath)
  3. Add via Google Tag Manager
  4. Add into your WordPress theme’s function.php file
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If you don’t know what you are doing here, save yourself some potential headaches and go for option #1 or #2.

The final step—once your FAQ schema has been added—is to test if it is working. Copy and paste the URL of your page and run it through Google’s Rich Results Testing Tool. Also, check your page in GSC to verify any errors/warnings.


Two actionable FAQ schema tips

Firstly, a big thank you to Dave Ojeda for reviewing the above schema process and checking for errors.

And if that wasn’t already enough, Dave “Schema Wizard” Ojeda also gave me not one but two actionable FAQ schema tips:

  1. FAQ answers accept HTML – This means you can add internal links to your answers and send people to conversion-focused pages or key content pages.
  2. UTM tracking – When you hyperlink an answer with HTML, you can also add UTM tracking to see who clicks from the SERPs.

Common questions about FAQs


Now it’s time to get meta. Here are some frequently asked questions about FAQs:

How many questions should an FAQ section have?

Enough to be useful.

Personally, I believe that your FAQs should try to answer every relevant question.

This is going to depend on a lot of factors, such as the niche you are in. But however many useful questions there are, you should aim to answer them all in your FAQ section.

What should be included on an FAQ page?

Questions—that are asked frequently… and then answered.

The definition (from the start of this article) is:

An FAQ (frequently asked questions) page is a place on a website where common questions related to your niche can be answered.

So that’s what you should include on an FAQ page.

What are the benefits of FAQ pages?

Still not convinced? Here are some more benefits. An FAQ page:

  • Provides quick and concise answers (for users and Google).
  • May help push potential customers toward purchasing/converting.
  • Helps to build trust.
  • Decreases the load on customer support (hopefully).

What is the difference between an FAQ and knowledge base?

FAQ pages generally cover the common questions, whereas a knowledge base covers everything you need to know.

A knowledge base or help center provides resources for every possible question about your product, service, or website. Examples include billing, troubleshooting, walkthroughs, etc.

Final thoughts

When you take the time to research questions people are actually asking, map them to relevant keywords, and display them on a UX-focused FAQ page, you’ve got a recipe for SEO success.

That may sound like a lot, but it can be neatly summed up like this:

To create a useful FAQ page, answer relevant questions that humans and search engines can understand.

Got a question about building FAQ pages for SEO? Tweet me.

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SEO Tips For Expanding Into German-Speaking Markets



SEO Tips For Expanding Into German-Speaking Markets

So, you’re ready to expand into the land of wheat beer, sausage, and potatoes?

I’ve got good news for you!

With a large and affluent consumer base, Germany is an attractive market for many businesses.

But there’s one little catch: you need localization.

What’s localization, you ask?

Well, it has a lot to do with adapting your messaging to meet local cultural standards.

And while that first and foremost includes the language, it also covers traditions, humor, market expectations, and more.


Regardless of whether you’re looking to expand into Germany or another country, you must understand your audience’s unique needs and how to reach them before you can successfully market your business to them.

So, before you go and start directly translating your English content strategy into German, you should know that adapting to German SEO is far more than just a translation job.

German consumers have different search habits, preferences, and intent than English speakers.

Simply translating your existing content strategy is only about 10% of a true German market expansion.

To succeed in German-speaking markets with SEO, you must create a German SEO strategy from scratch.

In this article, you’ll learn:

Why A German Market Expansion Is Worthwhile

Even though localization requires additional effort, Germany is one primary market that’s absolutely worth it to invest in. Here’s why:

  • The German-speaking DACH region (Germany, Switzerland, and Austria) is a thriving consumer market. Thanks to each country’s large GDP per capita, they enjoy a high standard of living – which means consumers have more money to spend on new products.
  • The DACH region has a 93% average internet penetration, which means there are 94 million internet users in the market. In a nutshell: comprehensive internet access + high standard of living = more money for your brand.
  • In Germany, 91% of internet users rely on Google for their search needs. This makes SEO in particular a powerful tool for reaching German consumers.

Important note: When expanding your business into the German market, it is essential to work with native speakers to build your SEO strategy, because that’s your direct line for understanding local messaging requirements.

Developing your SEO strategy based on your target market’s needs helps you create quality content that resonates with your audience.

It may even give you a first-mover advantage, especially if your business is in a new and niche industry.


How To Craft A Winning German SEO Strategy In 6 Steps

Learning how to hang with the Germans at Oktoberfest may seem intimidating and challenging at first.

But with a few key steps, you can create a German SEO strategy that can immensely impact pipeline growth in this burgeoning market.

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The 6 Steps For Building A Winning SEO Strategy In The German Market

Localize your business strategy Prep your site structure Find your German competitors
Do German keyword research Localize your keyword map Localize your content

1. Localize Your Business Strategy

Let me give you a concrete example of a real business that was recently looking for help expanding in the DACH region.

Due to the U.S. and U.K. being their primary markets, international markets come second place in terms of investment but are still required to bring in high levels of new business.

After looking through their website for about 30 seconds, I noticed a major problem:

Although their website is translated to German (emphasis on the translated, not localized), their chatbot was only offered in English.

I tried typing in German in the chatbot. No reply.

It kept trying to force me to book a call with a person in the U.S.


I then wrote, “Does this person speak German?” in the German language, but again no reply.

Now imagine this scenario for the potential German customers of this business.

They’ve come to the website from Germany, read through the website in German, and now, do you think they feel comfortable booking a call with an English-speaking salesperson in the US?

I can most wholeheartedly tell you it’s a big “no.”

That’s why it’s not enough to just translate your existing content into German.

You also need German-speaking salespeople and customer service representatives who can interact with buyers in their language.

It’s crucial to localize your entire business strategy, otherwise, your target audience will continue choosing your competitors who do offer the buying experience they expect.

2. Prep Your Site Structure

Now that we’ve gotten the business stuff out of the way, let’s move on to SEO.


Before creating any content, you first need to check that your website is set up for multiple languages, which is most often done with the URL structure.

There are two options for this:

  • Option 1: (the subfolder approach).
  • Option 2: (the subdomain approach).

Whenever you have the option within your CMS (content management system) and technical infrastructure, always opt for the subfolder approach.

This helps transfer DA (domain authority) from your main .com domain to your German website, which means you’ll be able to rank for German keywords faster.

Once your site structure is set up, it’s also crucial to use href lang tags on your pages.

This way, you can assign a page to each market. By doing this, you’re more likely to appear in search results for German users looking for content in their language.

3. Find Your German Competitors

When it comes to competitors, localization is a major factor yet again.

While you may already know which websites you’re competing with in your native market, it’s important to understand that they will likely not be your organic search traffic competitors when you enter the German market.

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Let’s say you’re a marketing automation software company that wants to expand into Germany.


SEOquake is a helpful plugin for comparing SERPs (search engine results page) in different languages and countries.

The main keyword you’d want to rank for in English markets might be “marketing automation tool.”

Here’s what SEOquake shows me as the English SERPs for the U.S.:

Screenshot from search for [marketing automation tool], Google, June 2022

Now take a look at what I get when I search for [marketing automatisierung tool], the German equivalent for that English term, in Germany:

German SERPs for “marketing automatisierung tool” using SEOquakeScreenshot from search for [marketing automatisierung tool], Google, June 2022

This difference is precisely where your opportunity for German market expansion lies.

When you localize keywords and your content to compete against local SERPs, you position your SEO strategy to generate leads and sales with localized high purchase intent keywords.

Just rinse and repeat this strategy for your main keywords and you’ll start to see trends about who your top German search competitors are.

But make sure that you follow up with these readers by offering them a buying experience that’s entirely in German.

4. Do German Keyword Research

Once you have a list of your German competitors, it’s time to do keyword research.

Keywords are the heart of your expansion strategy because that’s where you connect content to the high purchase intent keywords I mentioned above.


To help you do your keyword research, try the following steps:

Step 1: Set your keyword research tool (here shown with Semrush) to the German market.

Example of Semrush’s keyword overview tool for German keyword researchScreenshot from Semrush, June 2022

Step 2: Using Semrush’s keyword magic tool, type in a German keyword.

I always recommend starting with a vague head keyword, because then you can view the whole related keyword cluster in a list.

Example of Semrush’s keyword magic tool for German keyword researchScreenshot from Semrush, June 2022

Step 3: Then select longtail, search intent match keywords here that have search volume and could potentially fit into your strategy based on the content you’d like to create.

Step 4: The best way to determine where and how certain keywords fit into your content is to check their SERPs by using SEOquake as I showed in the previous section.

One caveat: Semrush can be a bit limited for German SERPs data, so if you’re planning to heavily expand into Germany using SEO, it might be worthwhile to purchase an SEO tool with a more robust German database, such as Sistrix.

The key thing to remember during the keyword localization process is that you shouldn’t just translate keywords from your brand’s first language to German.

While just translating content easily leads to content that’s never even read, the process I described ensures that your content production resources focus on localized keywords that have the opportunity to rank and impact your leads and sales in Germany.

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5. Localize Your Keyword Map

After the initial keyword research is done, it’s time to build your keyword map.


This means crafting German keyword clusters by search intent and ensuring that your German keyword map reflects your target audience’s needs across the sales funnel.

Here’s an example of how my team and I typically lay this out in Google Sheets:

keyword map using google sheetsScreenshot from author, June 2022


Doing this also allows you to determine which content from the original English-language website can be transcreated (translated and localized with specific keywords), and which new pages should be created in German.

Some pages in English won’t even need to be transcreated to German if your keyword research shows it’s not relevant to the German market – which is a primary reason why localization is much more laser-focused than pure translation.

6. Localize Your Content

The final step to developing your German SEO strategy is to localize your content.

For each content piece you plan to develop for your German audience, do the following:

Do your research.

Understand what Germans are searching for online, what kinds of content they engage with, and the messaging style they’re used to. One quick example is that German is often much more formal than U.S. and U.K. English.


Repurpose your top-performing existing content.

If you have existing English content that’s doing well, consider transcreating it into German if the topic is also relevant to the German market.

Make sure to optimize it for local German keywords that have search volume and match search intent to give it the best possible chance of generating leads and sales.

Write new German-specific content.

Creating new and original content is especially important if you’re targeting Germany as a foreign market because there will be elements in Germany that don’t exist in the U.S. and U.K. markets.

When you show the German audience that you understand them by investing in content that’s specifically relevant to them, that’s a significant trust builder that brings them much closer to purchase.

Track your progress.

Track your SEO strategy’s performance in the German-speaking markets using a tool like Semrush (shown in the image below).


Use the data to find your top content opportunities in this market and continuously update and improve your content plan.

Example of Semrush’s keyword position tracking tool for German keywordsScreenshot from Semrush, June 2022

Efficiently Expand Into The German Market With SEO Using A Proven Process

Expanding your business into new markets can be a daunting task, but it’s also an incredibly rewarding one.

When you break through to new frontiers, you open up a world of opportunities for your business.

So, don’t be afraid to venture into German-speaking markets – with the right SEO strategy in place, you can see amazing success.

More resources:

Featured Image: Stanislaw Mikulski/Shutterstock

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