A good FAQ section answers the real follow-up questions a reader has after the main content, in their own words, with a direct answer in the first sentence of each reply. Since August 2023 Google shows FAQ rich results only for well-known, authoritative government and health websites, so for most sites the value of FAQs is no longer the rich result. It is matching “People also ask” questions, voice queries and the sub-questions AI assistants search for, and helping readers decide.
What changed in 2023
Google announced in August 2023 that FAQ rich results would be shown only for well-known, authoritative government and health sites, and that HowTo rich results would be removed. FAQPage structured data is still valid and harmless, but most sites should not expect it to change how their results look.
Why FAQs still matter
- They match specific questions that appear in “People also ask” and in longer searches.
- AI assistants break questions into sub-questions; a clear question-and-answer pair is an easy passage to use.
- Voice assistants read short, direct answers.
- Readers who scan get the answer to their doubt without reading the whole page.
Where the questions should come from
| Source | Why |
|---|---|
| Sales calls and enquiry emails | The doubts that stop people from buying |
| Support tickets and chat logs | What customers get wrong or ask repeatedly |
| “People also ask” for your main query | Questions Google already associates with the topic |
| Site search logs | What visitors could not find |
| AI assistant answers | Sub-questions assistants cover for the topic |
How to write each answer
- Use the question as a heading, in the words people use.
- Answer it completely in the first sentence, then add conditions or detail in one or two more.
- Include specifics: numbers, timeframes, conditions.
- Link to the page that covers it in depth, if there is one.
| Weak | Strong |
|---|---|
| Q: How long does it take? A: It depends on many factors, which we will discuss with you. |
Q: How long does a website audit take? A: About two weeks from receiving access. Larger sites with many templates or several languages can take three to four weeks. |
Common mistakes
- Questions nobody asks, written to fit keywords
- The same FAQ block repeated on many pages
- Answers that only repeat the main content, adding nothing
- Answers hidden behind a click that loads them later; keep them in the HTML, even inside an accordion. See crawlable accordions.
- Very long FAQ lists that should be separate pages
How many questions?
Three to eight per page is usually right: the questions that remain after the main content. If a question needs a long answer, it deserves its own section or page.
Should you still add FAQPage schema?
It is optional. It will not produce rich results for most sites, but it accurately describes the content and does no harm if it matches the visible questions and answers exactly. Put the effort into the answers first.
Frequently asked questions
Should every page have an FAQ?
No. Add one where readers genuinely have follow-up questions, such as service, product and guide pages.
Can we have a single FAQ page for the whole site?
A general FAQ page works for company-wide questions like payment and support. Topic-specific questions belong on the relevant pages.
Do FAQs help with AI Overviews?
Clear question-and-answer passages are easy for AI systems to use. There is no special treatment for FAQ sections. See appearing in AI Overviews.
Sources
- Google Search Central blog, “Changes to HowTo and FAQ rich results”, August 2023
- Google Search Central, “Featured snippets and your website”