Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Search Engine Optimization
Close
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization
Free Search Engine Optimization Guide
View The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

How to Write GREAT FAQ Pages For Better SEO, Page Views, and Results

By Marcus Sheridan

Marcus Sheridan also recommends this free guide, The Inbound Marketer’s Guide to Search Engine Optimization.

How to Write GREAT FAQ Pages For Better SEO, Page Views, and Results Blog Feature

I received an email from a podcast listener the other day that made me smile…and think. It went like this:

Hey Marcus,

I absolutely love your ebook and a few of us at LocalTrifecta Internet Marketing absolutely love your talks on Content Marketing. One thing: If I'm not mistaken, you said that FAQ pages were the dumbest things ever. Why is that?

Thanks,
--
Ramesh Ranjan

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Ahhh yes, I did say that, didn’t I? ;-) But truth be told, what I should have said is that FAQ pages (on a website), done the traditional way, are the dumbest  things ever.

And what is the traditional way? Simple—A company lists 5-15 (average) of their most frequently asked questions and immediately, under each, they list a 2-3 sentence answer…and usually not a good answer at that.

Why is this a bad idea? Here are a few reasons:

1. We’re in the information age. Consumers, when visiting a website, expect to be fed—a lot. Generally speaking, a traditional FAQ page is meager servings, and isn’t going to generate a whole bunch of trust and warm-fuzzies with the reader.

2. From an SEO standpoint, pages of a website are most effective when they’re thematic (focusing on a central theme/keyword phrase). FAQ pages therefore have multiple “themes,” which gives the search engines little to chew on and dilutes the quality of the information. In a post Penguin/Panda era, this simply isn’t going to get it done in most cases.

3. If a company gets truly aggressive with their FAQ page and answers many questions, the page can go wayyyyyy long, which obviously will have a higher chance of losing viewers.

4. Along with #1, every business has a “tipping point” when it comes to total page views. Essentially, as a business you should look at a page view as a “date” with the prospect. With each date you go on (every piece of content they consume, be it text, video, etc.) you are one step closer to the ultimate goal—marriage (earning a new customer). FAQ pages are traditionally one “date,” which, as you might imagine, isn’t exactly going to help too many folks get married. :-)

How to Write Great FAQ Pages that Get Results

Now that we’ve discussed what’s wrong with traditional FAQ pages, let’s talk for a second about a simple method of doing them right. Essentially, there are only 3 main steps to follow:

1. On your FAQ page, list out all the major questions you receive every day. If you have more than 15 or so questions, you may want to break these lists out into categories, allowing the viewer to find the question they’re looking for quicker and easier. (Note*** Please understand you do not have to call this an "FAQ Page" at all, as it can be said in many ways, as show in the two photos presented here from the River Pools and TSL websites.)

2. Now that the questions are listed, do NOT answer them on the actual page. Instead, hard-link the entire question to the blog post that answers said question.

3. Finally, at the bottom of the page below all the questions, show a call to action for some type of guide/eBook that contains the answers of all the questions listed above.

 

river pools FAQ page On the River Pools FAQ page--which is actually called "Pools 101," a video, a list of questions, and a call-to-action all make the page incredibly successful for consumers just getting started in their quest for pool ownership.

 

Pretty simple, right? This method of designing an FAQ page is powerful because of a few reasons:

1. It allows the reader to “choose their own adventure” and take deep dives into the questions most important to them.

2. It allows for more questions to be shown on the page, as there are no answers to take up a lot of space.

3. It’s great for internal linking/SEO strategies. By making the anchor text of the link the question itself, this is sending a clear message to search engines as to exactly what the page/article is talking about—i.e. the keyword phrase it’s targeting.

4. It will lead to a huge spike in “dates” (page views), which will in-turn end up producing more leads and customers to follow.

 

Here at TSL, our FAQ page is actually entitled "Problems We Solve," and is one of the higher viewed pages of the entire site. Here at TSL, our FAQ page is actually entitled "Problems We Solve," and is one of the highest viewed pages of the entire site.

 

As I mentioned before, this is a very simple and effective way of addressing your company’s most frequently asked questions, but the unfortunate thing is that most aren’t doing it this way.

So that’s the simple challenge of this post. Revamp your company FAQ page—assuming you have one—and when you’re done, email me(if you'd like) the changes you've made. I’d love to personally see it and then, further down the road, hear the results as well.

Your Turn

Questions? Comments? Concerns? As always, don’t hesitate to leave your thoughts below my friends...

The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Topics:

Search Engine Optimization
Content Marketing
Published on September 10, 2013

Recent Articles

9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long-Tail Keyword Research Can Drive Business
August 9, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Inbound marketing help: My traffic and leads are down — what am I doing wrong?
June 28, 2021 • 5 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read