2019 was another busy year in the SEO world. Regarding the CTR Google in September announced that the rating stars, the typical rich snippets that had many articles and pages were not going to appear as much (only in some cases). This was undoubtedly bad news, but on the other hand, we had a perfect one. Google launched the Schema FAQ or the Snippet FAQ, another option to fight for CTR, an increasingly precious asset. Do you want to know what it is and how to take advantage of it?
When you finish reading this article, you may be running to create your first Schema FAQ, and that is my intention. What I would like to comment is that these types of resources that we can use to improve SEO should be used sparingly and without abuse, which then happens what happens.
It’s a bit what happened with the rich snippets of rating stars: abuse and misuse. Use the snippet FAQ in moderation and thinking about the utility for the user, in addition to thinking about the SEO of your website (that you are not an NGO).
What is the Schema FAQ or the Frequently Asked Questions Schema?
For those who have come to this post moved by curiosity and still do not know what this is from FAQ Schema or FAQ Snippet.
What you surely do know is what FAQ is, right? Frequently Asked Questions.
So far, so good.
The Schema FAQ is a type of structured data marking, which included in the code of a page provides information to the user and, in turn, allows a search result to contain that extra information, questions and answers, in a drop-down mode. This makes your result become an enriched result. To better understand what they are and how structured data works, you can read this Google article.
Advantages and disadvantages
Can these have drawbacks? Yes, like everything in this life! Although yes, using it intelligently may have more advantages than disadvantages.
What are the advantages of FAQ Schema?
The main advantage of all this, thinking about SEO and web traffic is the possible increase in CTR. Click-through rate, or CTR, can be an essential factor at certain times.
If you are in the fight to enter the Google Top 5 or Top 3, the CTR can play a crucial role. If your result that is in position 4 has a better click rate than the 2nd or 3rd, because it has certain elements or attributes that make it more attractive, Google can understand that your result is more relevant to the user and therefore reward you Uploading some position.
This is not something absolute, of course. And as I always say, the CTR alone does not work, that user who clicks on your result should receive what they expect to receive, stay on your website and not return to Google right away. That would be a bad indicator. I say it, especially for Click Bait lovers.
Getting a snippet FAQ makes your result on Google take up more, and if the user displays any questions, even more. First reason: size (matters).
If your result is more striking, you can naturally make a person click on yours than on another effect that is “poorer” or bland. If the user also sees that you offer useful information on these frequently asked questions, they can trust and enter your page or post.
It may happen that a Snippet FAQ instead of generating more CTR does the opposite. How is that possible?
I used to talk about using this element intelligently. If in the snippet FAQ, you add too much information, the user may not have to enter your result, get the answer directly from Google, there is no click, no CTR, no party.
Believe me, Google already takes care of this happening too many times, we don’t help you anymore.
Here I show you an example of a Schema FAQ that is very worked, yes, but that in my opinion offers too much information. There is almost the entire post.
I do not have data on whether this FAQ Scheme generates more or less CTR, it is only an example that I have seen quite illustrative.
Let’s offer complimentary content, introduce some content, some answers, but leave something for the user to want to enter the content.
I give you a proper example:
n this case, the 2 questions that appear in the snippet FAQ are related searches, which I have seen users do. I do not respond to them the main search intention.
Google instructions to use Schema FAQ correctly
Beyond the guidelines that Google has for structured data, you have to read the guidelines regarding the Schema FAQ.
They are easy to understand, consistent and straightforward to apply.
When you can add Schema FAQ
- Frequently asked question pages of a website where users are only going to consult them, cannot send questions.
- Product support pages that have frequently asked questions, but users cannot submit answers.
When you can’t add Schema FAQ
- Forum pages where users can submit answers to the same question.
- Product support pages that have frequently asked questions but that users can submit answers to several problems.
- Product pages where users can submit questions and answers on a single page.
Other guidelines on Schema FAQ
- Google does not allow you to use FAQ for advertising purposes
- Both the text of the question and that of the answer must contain the full text.
- The FAQ content that contains some «forbidden» theme by Google will not be displayed in the search results: obscene, sexually explicit, graphically violent, profane, promotion of dangerous or illegal activities, hateful language or harassment.
- All content included in the Schema FAQ must be visible by the user within the source page.
In short, it is not valid for pages where users can generate content (User Generated Content), the questions and answers must have the full content, you cannot save content to show it only within the page and finally and very importantly, the content that appears in the FAQ in the search results must be visible within the page.
When to use Schema FAQ?
-When the theme or the search intention can be accompanied by other questions
Sometimes you will want to include FAQ schema in your pages, but you will find limitations when doing so. Some themes, types of articles, pages … have problematic accommodation for this structured data.
Find the form, if any, include these FAQ in your pages. Use Google to find searches related to the primary search intent of your page. Use SEO tools that can help you get suggestions and other searches, such as SEMrush, Ahrefs, Ubersuggest, Answer the public …
– Above all, when you are in the TOP 10 of Google
Although you can do it whenever you want, it is not necessary that you go crazy in including FAQ snippet to all your pages, or to everything new that you are publishing.
Focus on doing it on pages that are in the fight that is in the top 10. If you get the result enriched with the frequently asked questions, that is where the incidence of CTR will be noticed.
How to generate a JSON-LD code from FAQ Schema
To get a Snippet FAQ, we need to first create the JSON-LD markup. This is a script that once created, we must include it in the code of the corresponding page.
To generate the code, we can use free tools, generators of FAQ Schema, straightforward to use.
What these two websites allow is to add the questions and answers, and once you finish, they give you the script to simply copy and paste on the page in question (below we see how to do it).
I will do the test with Option 1.
- Add Question and Answer 1
- Add Question and Answer 2
- Use the «+ Add another FAQ» to add as many questions and answers as you want
- As you add the FAQ, the code is generated to the right.
- You’ve finished? The tool gives you the option to copy the code to paste it wherever you want. Another option is «Test in SDTT». This allows you to directly test that JSON-LD in the Google structured data test tool. If after taking the test 0 errors to appear, go ahead, you have your code ready.
How to include the Schema FAQ code on your WordPress website?
To include a structured FAQpage data on a page in WordPress, we can do it either using plugins or without them. Let’s see both ways.
What shapes are we going to see?
- Without plugins – mode 1: using a Schema FAQ generator and adding the markup in the HTML. You will need a Schema FAQ generator.
- No plugins – mode 2: using the WordPress Block Editor. You will need a Schema FAQ generator.
- With plugins – mode 1: using the WPSC plugin.
- With plugins – mode 2: using Yoast + WordPress Block Editor.
Add the Schema FAQ without plugins
Through the HTML tab
Without plugins and using the code we just generated, within the classic WordPress editor, we go to the HTML tab and add the code where at the end of the content.
Update/publish and go.
I recommend that when in doubt, pass the URLs through the Google structured data test tool to verify that there are no errors.
Using the WordPress Block Editor
If you are one of those people who live with Gutenberg, you can also add this code, without plugins and quickly.
Using the Block Editor, add a “custom HTML” type block and paste the JSON-LD code that we generated before.
Either of these two forms is valid, but as I have recommended, always pass the URLs through the structured data test.
Add the Schema FAQ with plugins
- With Yoast SEO
If you have Yoast SEO and use the WordPress block editor, it is also straightforward, and you won’t have to add an extra plugin.
If you use this method, you do not need to resort to the tools that generate the Schema FAQ, since Yoast does it all.
-To add it with Yoast, in the block editor add a new block and choose the option «Yoast blocks of structured data».
-Now it will allow you to add questions and answers, and even images.
-When you have added an item, you can add another and complete it, and so on with whatever you want.
- With the #WPSC plugin
This plugin is perfect for creating structured data markings and among them FAQ Schema in a straightforward way.
When you have it installed and active in your WordPress, you will see a new element that you can use in the Classic editor, although you can also do it with the Block Editor.
Choose Multi FAQ, and a window will appear to complete the questions and answers.
- Choose what type of heading the questions are going to be (h2, h3, h4 …)
- Complete the sentence (Frage)
- Complete the answer (Antwort)
- Add more items and repeat the exercise
- When you finish, click on OK, and it will be added
- Once the post is updated or published, check that everything is correct with the Google structured data tester.
Creating frequently asked questions snippets is that easy. You have different options to do it on your WordPress website and even the opportunity to generate the code from a generator and take it to your HTML can work on any type of website.
Now try to implement any of these methods on pages or post of your website, analyze, experiment and tell me how it went!