Do you have frequently asked questions on your website? Do you use them for SEO? FAQ content often speaks directly to the needs of your audience, answering the pre or post sale questions. Your prospects are likely to be trying to find answers to their questions by searching on Google. What if those search results sent that traffic to your website? Now we’ll have a look at how you can optimise your FAQ section for SEO.
Why are FAQs great for SEO?
FAQs and more importantly the answers are great for SEO because:
- They answer a question, and people use search to find answers to their questions.
- FAQs answer a specific problem or question with focused content.
- FAQs position your content for the future for SEO (Voice search).
- FAQ content gives you opportunities for linking around your website.
Recommendations for optimising your FAQ section for SEO
Our aim with SEO (Search Engine Optimisation) of any content is to increase the chances of our target customer finding it via search. With the majority of buyer journeys involving a search, it’s vital to be visible. If your website is visible you increase the chances that prospects will find and enter your marketing funnel. Best of all B2B SEO is a digital marketing tactic that’s organic so you aren’t paying for each lead.
Here are some steps you need to take when optimising your content.
Start with research and find out what your prospects are searching/researching
Whether you’re about to write a new piece or want to optimise content you already have, you need to include phrases in your content that your audience is going to use. This increases the relevance between what your audience is searching and your page. It also improves UX because it’ll help you write in your customer’s language. Use the handy tool below to enter a search query and check search volumes.
Have a page for each FAQ article
The benefit of an FAQ answer is that it’s highly focused on one question. Don’t dilute this value by having multiple FAQs and answers on the same page. Each FAQ answer should be thorough enough to warrant it’s own page as an answer.
Structure your page with clear and relevant headings
Headings give structure to content which makes it easier to consume for both search engines and human readers. Use headings to break up your content, ensuring some of the phrases you found in your keyword research are included. One of my techniques is to scan through to page reading only the headings. If I can tell what the page is about just by reading the headings then it is likely going to help my audience better understand my content, and it’s going to be optimised for search.
Link to different parts of your website
Internal linking is very important when it comes to search engine optimisation. In short, your frequently asked questions content links to relevant parts of your site. Equally, your product pages and solutions can connect to your FAQs. Internal linking is an excellent way of helping search engines like Google move around your website and will help your visitors navigate between answers and relevant product pages with ease.
Use your FAQ page for lead generation
You optimise your FAQ page to appear in the search results. You want your prospects to be able to reach your FAQ page. What do you want them to do once they have read the answer to the question? It’s surprising how many high-ranking and unpopular FAQ pages never give visitors a next step or next action to complete. One option would be to use a tool like ConvertFul to add a downloadable asset to the end of your FAQ page. The FAQ page you optimise for search, now becomes a tool for lead generation as well as answering the questions of your prospects.
Take action: How can I optimise my FAQ section for SEO?
- Research your FAQ topic and find the relevant phrases related to the question you want to answer.
- Find an answer page you already have with relevant content or start a new page.
- Use your research to create a well-structured page of content. Once done use an on-page SEO checker to confirm it’s well optimised.
- Ensure your FAQ page links to other parts of your website and other parts of your site link to it.
- Add a relevant call to action at the end so that your visitors can continue their journey.
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