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How to build a structured data-powered FAQ page using Yoast SEO

Many, many sites have an FAQ page. This is a page where a lot of frequently asked questions get the appropriate answer. It is often a single page filled to the brim with questions and answers. While it’s easy to add one, it’s good to keep in mind that not all sites need an FAQ. Most of the times all you need is good content targeted at the users’ needs. Here, I’ll discuss the use of FAQ pages and show you how to make one yourself with Yoast SEOs new structured data content blocks for the WordPress block editor. You won’t believe how easy it is.

For more information on our Schema structured data implementation, please read our Schema documentation.

What is an FAQ?

FAQ stands for frequently asked questions. It is a single page collecting a series of question and its answers on a specific subject, product or company. An FAQ is often seen as a tool to reduce the workload of the customer support team. It is also used to show that you are aware of the issues a customer might have and to provide an answer to that.

But first: Do you really, really, really need an FAQ?

Usually, if you need to answer a lot of questions from users in an FAQ, that means that your content is not providing these answers and that you should work on that. Or maybe it is your product or service itself that’s not clear enough? One of the main criticisms of FAQs is that they hardly ever answer the questions consumers really have. They are also lazy: instead of figuring out how to truly answer a question with formidable content — using content design, for instance –, people rather throw some random stuff on a page and call it an FAQ.

That’s not to say you should never use an FAQ. Numerous sites successfully apply them — even we use them sparingly. In some cases, they do provide value. Users understand how an FAQ works and are quick to find what they are looking for — if the makers of the page know what they are doing. So don’t make endless lists of loosely related ‘How can I…’ or ‘How to…’ questions, because people will struggle to filter out what they need.

It has to be a page that’s easy to digest and has to have real answers to real questions by users. You can find scores of these if you search for them: ask your support team for instance! Collect and analyze the issues that come up frequently to see if you’re not missing some pain points in your products or if your content is targeting the wrong questions.

So don’t hide answers to pressings questions away on an FAQ page if you want to answer these in-depth: make an article out of it. This is what SEO deals with: provide an answer that matches your content to the search intent.

Questions and answers spoken out loud?

Google is trying to match a question from a searcher to an answer from a source. If you mark up your questions and answers with FAQ structured data, you tell search engines that this little sentence is a question and that this paragraph is its answer. And all these questions and answers are related to the main topic of the page.

Paragraph-based content is all the rage. One of the reasons? The advent of voice search. Google is looking for easy to understand, block-based content that it can use to answer searchers questions right in the search engine — or by speaking it out loud. Using the Schema property speakable might even speed up this content discovery by determining which part of the content is fit for text-to-speech conversion.

How to build an FAQ page in WordPress via Yoast SEO content blocks

The best way to set up a findable, readable and understandable FAQ page on a WordPress site is by using the structured data content blocks in Yoast SEO. These blocks for the new block editor – formerly known as Gutenberg – make building an FAQ page a piece of cake.

All the generated structured data for the FAQ will be added to the graph Yoast SEO generates for every page. This makes it even easier for search engines to understand your content. Yoast SEO automatically adds the necessary structured data so search engines like Google can do cool stuff with it. But, if nothing else, it might even give you an edge over your competitor. So, let’s get to it!

  1. Open WordPress’ new block editor

    Make a page in WordPress, add a title and an introductory paragraph. Now add the FAQ structured data content block. You can find the Yoast SEO structured data content blocks inside the Add Block modal. Scroll all the way down to find them or type ‘FAQ’ in the search bar, which I’ve highlighted in the screenshot below.yoast seo structured data content blocks FAQ

  2. Add questions and answers

    After you’ve added the FAQ block, you can start to add questions and answers to it. Keep in mind that these questions live inside the FAQ block. It’s advisable to keep the content related to each other so you can keep the page clean and focused. So no throwing in random questions.yoast seo structured data content blocks faq add question

  3. Keep filling, check and publish

    After adding the first question and answering it well, keep adding the rest of your questions and answers until you’ve filled your FAQ page. In the screenshot below you see some questions filled in. I’ve highlighted two buttons, the Add Image button and the Add Question. These speak for themselves.

    Once you are done, you’ll have a well-structured FAQ page with valid structured data. Go to the front-end of your site and check if everything is in order. If not, make the necessary changes.

What does an FAQ rich result look like?

We have an FAQ page for our Yoast Diversity Fund and that page was awarded an FAQ rich result by Google after we added an FAQ structured data content block. So, wondering what an FAQ looks like in Google? Wonder no more:

An example FAQ rich result for a Yoast page

Keep in mind that an FAQ rich result like this might influence the CTR to that page. It might even lead to a decrease in traffic to your site since you are giving away answers instantly. It is a good idea, therefore, to use it only for information that you don’t mind giving away like this. Or you have to find a way to make people click to your site. Do experiment with it, of course, to see the effects. Maybe it works brilliantly for you, who knows?

What does this look like under the hood?

Run your new FAQ page through Structured Data Testing Tool to see what it looks like for Google. Yoast SEO automatically generates valid structured data for your FAQ page. Here’s a piece of the Yoast Diversity Fund page, showing one particular question and its answer:

The first question and answer from the structured data graph

It’s basically built up like this. The context surrounding the questions is an FAQPage Schema graph. Every question gets a Question type and an acceptedAnswer with an answer type. That sounds hard, but it’s not. All you have to do is fill in the Question and the Answer and you’re good to go!

This translates to the code below as generated automatically by the Yoast SEO structured data content blocks. Now, Google will immediately see that this piece of content contains a question with an accepted answer. It will also see how this FAQ fits in with the rest of the page and the entities within your site. If you’re lucky, this might eventually lead to a featured snippet or another type of rich result.

<script type='application/ld+json' class='yoast-schema-graph yoast-schema-graph--main'> {
    "@context":"https://schema.org",
    "@graph":[ {
        "@type": "Organization", "@id": "https://yoast.com/#organization", "name": "Yoast", "url": "https://yoast.com/", "sameAs": ["https://www.facebook.com/yoast", "https://www.instagram.com/yoast/", "https://www.linkedin.com/company/1414157/", "https://www.youtube.com/yoast", "https://www.pinterest.com/yoast/", "https://en.wikipedia.org/wiki/Yoast", "https://twitter.com/yoast"]
    }
    ,
    {
        "@type":"WebSite",
        "@id":"https://yoast.com/#website",
        "url":"https://yoast.com/",
        "name":"Yoast",
        "publisher": {
            "@id": "https://yoast.com/#organization"
        }
        ,
        "potentialAction": {
            "@type":"SearchAction",
            "target":"https://yoast.com/?s={search_term_string}",
            "query-input": "required name=search_term_string"
        }
    }
    ,
    {
        "@type": ["WebPage", "FAQPage"], "@id": "https://yoast.com/yoast-diversity-fund/apply/#webpage", "url": "https://yoast.com/yoast-diversity-fund/apply/", "inLanguage": "en-US", "name": "How to Apply for the Yoast Diversity Fund • Yoast", "isPartOf": {
            "@id": "https://yoast.com/#website"
        }
        ,
        "image": {
            "@type": "ImageObject", "@id": "https://yoast.com/yoast-diversity-fund/apply/#primaryimage", "url": "https://yoast.com/app/uploads/2018/03/Yoast_diversity_fund_FI__1_-1.jpg", "width": 1200, "height": 628
        }
        ,
        "primaryImageOfPage": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#primaryimage"
        }
        ,
        "datePublished":"2019-05-03T11:12:29+00:00",
        "dateModified":"2019-06-07T09:51:36+00:00",
        "breadcrumb": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#breadcrumb"
        }
    }
    ,
    {
        "@type":"BreadcrumbList",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#breadcrumb",
        "itemListElement":[ {
            "@type":"ListItem",
            "position":1,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/", "url": "https://yoast.com/", "name": "Home"
            }
        }
        ,
        {
            "@type":"ListItem",
            "position":2,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/yoast-diversity-fund/", "url": "https://yoast.com/yoast-diversity-fund/", "name": "Yoast Diversity Fund"
            }
        }
        ,
        {
            "@type":"ListItem",
            "position":3,
            "item": {
                "@type": "WebPage", "@id": "https://yoast.com/yoast-diversity-fund/apply/", "url": "https://yoast.com/yoast-diversity-fund/apply/", "name": "How to Apply for the Yoast Diversity Fund"
            }
        }
        ]
    }
    ,
    [ {
        "@type":"ItemList",
        "mainEntityOfPage": {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#webpage"
        }
        ,
        "numberOfItems":5,
        "itemListElement":[ {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830"
        }
        ,
        {
            "@id": "https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202"
        }
        ]
    }
    ],
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311",
        "position":0,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800785311",
        "name":"What type of costs are reimbursed?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Our goal is to reimburse those costs that would keep you from speaking at tech conferences. If you, for whatever reason, have costs, such as child-care or specialized transport, for example, we invite you to share those with us and we'll look at those on a per-case scenario. Examples of costs we're happy to reimburse are:\u2013 Travel and transportation, e.g. gas, car rental, taxis or flights.\u2013 Accommodation, hotel, AirBNB or similar. \u2013 Child-care costs.\u2013 Sign language interpreter.\u2013 Visa costs."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879",
        "position":1,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800831879",
        "name":"How many times can I apply for the Yoast Diversity Fund?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Our goal is to assist in increasing speaker diversity as much as possible. This means we'll focus on first-time applications mostly. However, there is no limit to the number of times you can apply."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830",
        "position":2,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800847830",
        "name":"Is the fund available to all?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Yes. With the exception of Yoast employees, former Yoast employees, and contractors."
        }
    }
    ,
    {
        "@type":"Question",
        "@id":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202",
        "position":3,
        "url":"https://yoast.com/yoast-diversity-fund/apply/#faq-question-1556800862202",
        "name":"When should I apply?",
        "answerCount":1,
        "acceptedAnswer": {
            "@type": "Answer", "text": "Applicants should apply at least one month before the event."
        }
    }
    ]
}

</script>

Structured data is so cool

Structured data is hot. It is one of the foundations on which the web is built today and its importance will only increase with time. In this post, I’ve shown you one of the newest Schema additions, and you’ll increasingly see this pop up in the search results.

For more information on our Schema structured data implementation, please read our Schema documentation.

Become a Yoast SEO pro series


36 Responses to How to build a structured data-powered FAQ page using Yoast SEO

  1. tom121
    tom121  • 4 months ago

    I just created an FAQ using this block and I do not see the Schema markup.

    Did it get broken in 11.5?

    https://search.google.com/structured-data/testing-tool#url=https%3A%2F%2Fbayside-ac.com%2Finfo-about-us%2Ffaq%2F

  2. Crazy Visitors
    Crazy Visitors  • 4 months ago

    Happy to have found this article as I’m new to learning how to implement Schema onto my websites but not to SEO.

    I have used Yoast with WordPress for the past three years on all my projects and am very pleased with the results. I was not aware that the block editor within Yoast had the FAQ markup. Which is great as I’m just about to create a dedicated FAQs page to my website.

    I seen this coming as more search results tend to cater toward Q&A & voice search. It’s like Google is becoming a portal rather than a search engine anymore!

    My question is what will they do when this becomes mainstream & all the top 10 search results have the FAQ schema markup in place; how will they decide who to rank first, second, third, etc.?

    Cheers 🥂

    Chris @ CrazyVisitors 😜

  3. Alex
    Alex  • 4 months ago

    Adding FAQ using structured markup serves a greater purpose to searchers but serves little to no purpose to publishers since all it does is result in a large number of Google searches that lack clicks.

  4. Allison Johnston
    Allison Johnston  • 4 months ago

    I was able to make this work on a page that was and always has been using the Gutenberg editor. On another page when I changed from classic editor over to Gutenberg and added the FAQ blocks in, it is not picked up in search console and does not work. Would love to sort this out if you have any ideas? The code should be the same in both..

  5. Somone
    Somone  • 4 months ago

    Another few questions for you. I just had a look at the Yoast Diversity FAQ page. I was expecting to see drop downs for answers. It just looks like a regular page with headings. Is this what it will look like using the FAQ block? So Google adds drop downs in SERP based on schema?

    • Edwin Toonen

      Yep, the FAQ content block builds a regular list of questions and answers. There are no dropdowns, just a list. Indeed, Google adds those dropdowns in the SERPs because you are serving structured data-powered FAQs.

  6. Somone
    Somone  • 4 months ago

    Great article. May I ask:
    – what are the SERP implications if I add links in the answers to some of my other articles (that answer the question in more detail)
    – can we have more than one FAQ page, for different topics. Or is it like a blog or archive page where only one is allowed?

    • Edwin Toonen

      Hi Somone. Google documentation states that you can add links to the FAQ results, but our implementation currently leaves those out. We working on fixing that. Regarding your second question: of course, you can have multiple FAQ pages. Just make sure to stay on topic with the FAQs.

  7. Ben Donley
    Ben Donley  • 4 months ago

    Great article – But I have two questions:

    First step says: Open WordPress’ new block editor – Where do I find this exactly?

    Second question: If I already have a FAQ page built, am I supposed to build a new FAQ page as well?

    Sorry, I am a newbie and thus ignorant.

    Thanks
    Ben

    • Edwin Toonen

      Hi Ben. No worries, we are all here to learn. The block editor is the new standard editor for WordPress. If you’ve updated to WordPress 5.0 or later, you should have it. Or, you might be using the so-called classic editor. Go to Settings > Writing to see the options to set the block editor. Here’s more about the new editor: https://yoast.com/what-is-gutenberg/

      Regarding your second question: if you want to keep the old FAQ page, you can rebuild it using the blocks.

  8. Herb Miller
    Herb Miller  • 4 months ago

    Just like to point out a small typo in “These blocks for the new block editor — formally known as Gutenberg”

    I believe the word you meant to use is formerly.

    • Hanneke
      Hanneke  • 4 months ago

      Thanks for that! We’ll change it :)

      Hanneke -Yoast

  9. Eric
    Eric  • 4 months ago

    Thank you for taking the time and writing this post. Great help for me!

    • Edwin Toonen

      You’re welcome, Eric.

  10. Leslie Baird
    Leslie Baird  • 4 months ago

    I too am using a builder – Divi builder. I don’t want to use Gutenberg. I think WordPress made a huge mistake in making Gutenberg a standard. I think it should just be a plug-in. I would consider making the yoast faq page available for other builders?

  11. PJ
    PJ  • 4 months ago

    Hi,

    I know this is a repeat question, but…

    Could we switch between the new and classic editor to add FAQs and get the benefits Yoast provide?

    IE, when switching to the new editor for just creating an FAQ page, can we then switch back to the classic and use as normal?

    Would this affect any of our pages created in classic mode?

    – Also can we create more than one FAQ… An FAQ Pre-sales page and an FAQ Support / Post sales page?

    Great article as always!!

    Thanks in advance! :-)

    PJ

    • Edwin Toonen

      Hi PJ. If you have the classic editor plugin installed, you can switch between editors. So yeah, if you want, you can edit your FAQ in the block editor while editing all your other pages in the classic editor. The end result will be the same. And of course, you can add multiple FAQ pages to your site. Just make sure they make sense to the user. And be sure that you need an FAQ at all…

      • PJ
        PJ  • 4 months ago

        Hi Edwin,

        Awesome – much appreciated!

        :-)

  12. Mandy Fowler
    Mandy Fowler  • 4 months ago

    Thanks for sharing, it is really useful :)

  13. Tim Petersson
    Tim Petersson  • 4 months ago

    This is cool! How can i add this to my site using the classic editor ?

    • Edwin Toonen

      Hi Tim. Our FAQ implementation uses blocks in the block editor to provide both a user-friendly front-end as well as a data-friendly back-end. So unfortunately, these are not available in the classic editor.

  14. Tim Davies
    Tim Davies  • 4 months ago

    I use Avada and Fusion builder. It is working less and less well lately. Please don’t abandon other page builders. I do not enjoy using blocks at all. Fusion is much more user friendly.i pay for the pro version of Yoast many times for my client’s websites by the way.

    • Edwin Toonen

      Hi Tim. I’m sorry to hear that. Would you care to elaborate on what it is you are experiencing when using Yoast SEO and page builders?

  15. Jochen
    Jochen  • 4 months ago

    Hello, is the FAQ Block designed for a dedicated FAQ page, or also for questions INSIDE articles?

    • Edwin Toonen

      Hi Jochen. FAQ structured data is meant for FAQ pages. Google says this: “Only use `FAQPage` if your page has a list of questions with answers.” (https://developers.google.com/search/docs/data-types/faqpage) Of course, you can try to see if it works for articles that end with a list of questions. The most important thing to remember is that everything has to be related.

  16. Mark Bradley
    Mark Bradley  • 4 months ago

    Really helpful article and tips thanks.
    Never thought about using an FAQ page like that.

    • Edwin Toonen

      You’re welcome, Mark!

  17. RJD
    RJD  • 4 months ago

    I know that a lot of people are asking about being able to use this (incredibly powerful) new feature in any of the other editors (classic, page builders, etc). I totally understand that, especially with the free version, we can’t have everything we want! And i appreciate what you have provided! With that said, can you point me and others looking for customization to any resources that may help us? Here are a couple of examples of what I would like to be able to do – maybe some fellow commenters can help me out and I will also share what I have learned:

    – Wrapping the questions in H3-H5 elements?
    – Adding anchors (IDs or As) so that we can do a table of contents at the top?
    – Any other editing of the html within the block? When you click edit as html and make any changes it causes a break in the blocks editor! :(

    Hopefully someone can point me to what im doing wrong.

    • Joost de Valk
      Joost de Valk  • 4 months ago

      The FAQ block will later on be updated to support inner blocks so you can do all that. Unfortunately the usability of inner blocks isn’t really where we’d like it to be before we start pushing that, although some great progress is being made in Gutenberg development on that at the moment.

  18. John Monyjok Maluth
    John Monyjok Maluth  • 4 months ago

    Nice piece of advice. I just removed my FAQs page and all its data before seeing this post. As you explained, I was right to remove it: I didn’t need one.

    Thanks for sharing. I’ll create time to make sure I read posts.

    Cheers,
    John

    • Edwin Toonen

      Good to hear, John!

  19. Carsten
    Carsten  • 4 months ago

    Hello und thanks for this post. Concerning the FAQ Markup: since I’m still using the Classic WordPress Editor – is there another way to tell Yoast SEO that a certian page is a FAQ page? Maybe with a hook?

    Best regards,
    Carsten

    • Edwin Toonen

      Hi Carsten. Unfortunately, we don’t have a way of making this work in the classic editor. Sorry!

    • Kamil
      Kamil  • 4 months ago

      Would request that too! thanks!

      • Raja
        Raja  • 4 months ago

        Yes, yoast premium plugin is very good. I use this plug in.