How you should structure a FAQ page for SEO purposes
News Courtesy of Yoast.com:
Francesco Fredduzzi emailed us his question on FAQ pages and SEO:
From an SEO-perspective, what’s the best way to create an FAQ page for my website? Should I create a subdomain? Is it better to have a collapsible list (question + answer) on the same page, or a list of links to specific posts that answer each question?
Watch the video or read the transcript further down the page for my answer!
Creating an FAQ page from an SEO perspective
“It really depends. First of all, do not create a subdomain. Make these pages on your own website. Second, if they’re long answers, then there’s nothing wrong with creating individual pages that answer those questions. But if they’re short answers, then the best user experience and thus, usually the best thing to do for Google is to put them on one page and create a larger FAQ page.
Whether you can gain any SEO benefits from a FAQ page really depends on the depth and scope of the questions and answers. For instance, if a business lists trivial questions such as What are your business hours? or What is your refund policy?, the probability of it being discovered through the search engines is slim. However, if a complex question has a thorough and detailed answer as it pertains to your business, there is a good chance that some search traffic can be gained.
I’ve worked on many legal and law firm websites throughout my career. Some of them are basic 5-page websites with your standard no-frills content. Others have many pages which go in-depth on different practice areas of that particular law firm. Among these larger websites, since there is so much information to process, it is not uncommon for the FAQ page to be very lengthy. This is where having collapsible containers becomes very beneficial. Visitors can click on a question of interest and read the answer immediately. It makes the user experience that much smoother.
If the answers are longer than a couple paragraphs they probably deserve their own page. In this scenario, a good technique I like to employ is to write a summary of that page for the answer and then link to the full page within that answer. You’re creating more content and building a natural internal linking scheme which Google loves. Keep in mind that this technique should only be utilized when necessary. I would advise against creating filler content just for the sake of SEO.