In this week’s Tech News Tuesday #TNT episode, we discuss a Search Engine Land article that explores the benefits of adding an FAQ schema to your website and how it helps you get found in search.
Links in this episode:
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi I’m Bob Clark
Donna: And I’m Donna Botti. We’re with Delos Inc. and we make the web work for you.
In today’s Tech News Tuesday #TNT episode, we discuss a SearchEngineLand article on SEO lessons learned from adding F-A-Q schema to your website. F-A-Q stands for Frequently Asked Questions and schema is a type of markup you add to your website. It lets search engines know what your content is about.
Bob: I noticed more and more that when I ask a question in Google, the answer appears right in the search results and I don’t have to click anywhere else.
These results are called rich snippets.
And as search becomes more conversational, the questions we type in or speak as we search are getting more detailed.
Donna: Google’s mission is to answer the questions that you have, and as a result they’re now providing more of these answers right in the results. Often that answer is enough and people don’t have to click through to a website for the answer. These type of searches are called no-click or zero-click searches, and recent research shows that just over half of all searches on Google.com resulted in zero-clicks.
Bob: So why would you try to get your frequently asked question listed as an answer in search if no one clicks through?
Donna: That’s a good question and that was the premise of the test in the article. It looked at whether there would be more click-through to the site than without the F-A-Q since rich snippets appear near the top of search results and they take up more screen real estate in the results.
What they found is that in the test of 1000 keywords, there was a higher click through and more website traffic when there was an F-A-Q snippet. This was primarily because the rich snippet takes up more space in the search results.
So, you may be wondering how do you do this on your website?
Bob: This is something that has to be coded into your website, but if you use WordPress, Yoast SEO, and the Gutenberg editor, Yoast adds an FAQ block.
You enter the questions and your answers and it automatically adds the proper schema markup for you.
Donna: Think about placement in your website though. I think it is a good idea to put frequently asked questions on their relevant content pages rather than having one giant list of FAQs that cover all aspects of your business. That way the relevant information is in context to the rest of your product and service offering.
Bob: That’s it for today’s tip. You can find a link to the article and other resources mentioned at delosinc.com/103.
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