How to utilise FAQ schema to drive organic traffic to your website

Recently, I wrote an article on 'What are rich snippets? Are you missing out on organic traffic?'. Where I discussed everything to do with structured data (schema markup), well one of its many facets is the FAQ schema.

Structured data is a digital marketing technique that is utilised in many SEO campaings.

However, this contemporary SEO strategy is often an after-thought by digital marketers and as such this baffles me.

Without further ado, lets embark further into this article. While discovering what exactly FAQ schema is and what the effect it may have on your website.

What exactly is FAQ Schema and how does it actually work?

It still surprises that the further we delve into the 21st century, digital marketers still do not fully understand FAQ Schema and all other dimensions of schema markup.

In essence, FAQ schema is comparable to the most recent 'must have new toy' that has gone viral but for digital marketers. 

This aspect of structured data is relatively contemporary as Google distributed out FAQ Schema earlier this year.

This is an attempt to enable webmasters and digital marketers to mark up their relevant website FAQ content.

This type of schema results in your content potentially being listed in search engine results pages (SERPs) within the rich and interactive search results.

However, Google has not made this easy to implement. In order to obtain the rich snippet, your FAQ content need to meet the following strict criteria produced by Google:

  • The desired FAQ page needs to be written by the website, and you cannot implement a way for readers to insert their thoughts
  • Product support pages have the potential to be eligible as long as the reader cannot submit alternative answers to your FAQs
  • FAQs should be used to satisfy the user's search intent and not be used for advertising purposes
  • Smutty, violent, treacherous, or illegal content cannot by all means be marked up

Inputting FAQ Schema is pretty easy through JSON-LD schema.

However, if you utilise this JSON-LD schema generator, or read my article on schema and rich snippets you life will become easier.

So what does FAQ Schema look in SERPs?

Just like any other hungry and intrigued digital marketer, when I first heard about FAQ schema, I wanted to give it a go.

Here is an insight of how a page that has been been implemented with FAQ schema looks in the search results:

FAQ schema example

The SERPs have suggested to the search some alternative questions and answers. These are interactive for the searcher. Therefore meaning that the user can open and close them on both mobile and desktop devices in order to see the answers to their questions directly in the search results.

Utilising tags on your links to ensure correct attribution

If you are going to implement FAQ schema by yourself, I suggest utilising UTM tracking within the schema.

This way you can ensure that you can attribute the traffic with validity. 

If not, you will not be able to distinguish an organic click to that of a click through your FAQ rich snippet.

You can generate a UTM link by using this tool developed my Google.

UTM link generator

As you can see above, I recommend setting the utm_source to “google,” utm_medium to “organic,” and utm_campaign to your choice of what you wish to call your FAQ schema campaign.

You should receive a URL like the one shown below. 

utm URL campaign

This will ensure that you can decipher the organic traffic from the rich snippet traffic. 

example google analytics with faq schema markup utm tags

Want to learn more about schema?

As an Internet Marketing Consultant, I am often tasked with curating and implementing Schema into the header of each of my clients’ websites.

Contact me below to discuss what the best Schema is for you!

Marcus Langmaid
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How to utilise FAQ schema to drive organic traffic to your website
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How to utilise FAQ schema to drive organic traffic to your website
FAQ Schema is a contemporary facet of structured data that has the potential to garner additional organic traffic. Marcuslangmaid.com describes how you benefit from FAQ schema.
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