FAQ Schema Markup: Leveraging Rich Search Results to Improve SEO

By Shea Lynch / October 19, 2020 / Search Engine Optimization

In May 2019, Google announced support for both FAQ and how-to schema markup in search as rich results.

This was a game-changer for search marketers, as it offered new opportunities for content to rank on the first page of the search results.

And isn’t that where every business wants their brand in Google’s search results?

This change indicates Google is trying to better understand the needs of the searcher.

Shifts in the algorithm over the past couple of years prioritize high-quality content that answers questions rather than directly matches queries to on-page keywords.

Use these tips to learn more about FAQ schema code and how it can help in your SEO strategy, including how to add it to your website and example code to get you started.

FAQs on FAQ Schema Markup

What is Schema Code?

Marking up applicable web pages with schema code can help search engines further understand the content on your business’ website.

Pages that use schema code can rank for rich snippet results, which typically appear highest in organic search.

Founded in a partnership with Google, Microsoft, Yahoo, and Yandex, there are many options for utilizing schema code. From marking up blog articles, COVID-19 updates, and events to local businesses, products, and recipes, there’s an option for just about every piece of content.

Each category has specific requirements for implementation and you can find a full list of schema code available on Schema.org.

What is FAQ Schema Code?

FAQ schema code is code placed on web pages that feature content in a question-and-answer format. When this content is correctly marked up, it can appear as rich snippets and could be used in Google Assistant voice search results.

How Do I Add FAQ Schema Markup Code?

The first step is selecting the right format for your website.

The schema code formats used are Microdata, RDFa, and JSON-LD. Microdata and JSON-LD are the more commonly used formats, each having their own benefits.

Microdata format can be embedded directly into the body of a web page while JSON-LD code would need to be added to the <head> section of the page.

JSON-LD is independent of styling so you would not need to conform the content to meet the needs of the code. But for FAQ schema code, either format would work well.

Many WordPress users find that using plugins to manage the website’s FAQ schema code is ideal, while others prefer to have more control over how the code is implemented.

Regardless of the method you chose, you will need to validate the code using Google’s Rich Results Test to ensure the code is eligible for rich results.

FAQ Schema Example

Below is an example of FAQ schema markup using Microdata. Feel free to copy and paste this example to use with your own website.

<div itemscope itemtype="https://schema.org/FAQPage">
<div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
    <h3 itemprop="name">What color is the sky?</h3>
    <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
      <div itemprop="text">
        <p>The sky is blue.</p>
      </div>
    </div>
  </div>

Benefits of Using FAQ Schema Code

How will FAQ schema code help in your SEO efforts? Depending on your industry and content, you could start to see major gains in clicks and impressions in the search results after implementation.

We implemented FAQ schema code for one of our clients, a pest control company, on their pest facts pages.

Now, when people search for common questions related to pests and wildlife, their pest pages with the optimized questions-and-answers began to rank in the rich results, as seen in the below screenshot.

a screenshot of a page with FAQ schema markup showing as a rich search result

Many of these pages already had a good organic ranking. But the added schema markup further helped to boost rankings and brand awareness, saturating the new “People also ask” section of the search results with the content.

This also allowed the client to stay relevant as competitors were already utilizing the FAQ schema markup and appearing in the rich results.

Since implementation, the client’s website saw an additional 8,240 clicks and 535,000 impressions over the past two months in Google Search. All because of a few lines of code!

So, if you are looking to elevate your brand in organic search, contact our search engine marketing experts today.