The Benefits of Schema Markup: Boost Rankings with FAQ Schema

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The Benefits of Schema Markup: Boost Rankings with FAQ Schema

Tired of wondering why your website page is not ranking well? 

Online searches allow people to find a product or service they need. Making sure your website is one of the top results found on a search engine results page (SERP) requires paying attention to all the little details that make a page “optimized” so that your page stands out above all others. Even when you’ve done all the right things, however, your site is still just one of thousands available for search engines to deliver. 

Fortunately, there are other things you can do to increase your probability of being seen. One of these is schema markup. It’s hard to fully emphasize the benefits of schema markup for improving your site’s ranking, but there are many. This article will help you better understand Schema markup and all it involves.

What is Schema Markup?

Schema, or schema markup, is code that is used to better communicate to search engines what a page and its content are all about. This code allows for a more precise representation of the page’s content, including its parts. Because there are so many possible parts to a website and web page, there are different types of schema markup available. Some of the most common markup options include; 

  • Organization: Also known as company schema, this markup provides search engines with information about a business or organization.
  • Breadcrumb: This markup lists the path links that lead to the current page.
  • Local Business: This markup is meant for businesses with a physical office. It provides details such as company name, address, phone number, and operating hours.
  • Product: This markup is used for sites that sell physical products, to describe specific details about the products.
  • Event: This markup provides extra information for events taking place, such as lectures, webinars, festivals, and other live events. Details include date, time, location, and price. 
  • FAQ: This markup provides extra details and answers frequently asked questions about specific products, services, or events detailed on a specific page. 

Schema markup is highly beneficial for website optimization, as it not only improves understanding for site visitors but also allows search engines to better represent your site in more relevant search queries. This leads to more qualified site visitors who are more inclined to take action and engage with your business.

What is FAQ Schema?

We’ve talked about the basics of several types of schema markup, but let’s dig deeper into FAQ schema. 

As mentioned above, FAQ schema is a form of code, or structured data markup, that helps more clearly explain to search engines what a page is about. Specifically, FAQ schema includes commonly asked questions with detailed answers. By implementing this code, you’re creating a roadmap for search engines to easily identify and display your FAQs in search results, possibly even as rich results. 

What are rich results? Rich results are search results that contain photographs, ratings, reviews, event information, and other interactive components in addition to normal text-based search listings. These results can help you stand out from others. While FAQ schema is no longer as powerful, and some may argue it has no real ranking value, FAQ schema still has it’s place. 

In September 2023, Google made the announcement that they were no longer considering FAQ schema as an SEO factor. They stated, “…rich results will only be shown for well-known, authoritative government and health websites. For all other sites, this rich result will no longer be shown regularly. Sites may automatically be considered for this treatment, depending on their eligibility.”

That being said, there is still the possibility for search engines to show your FAQs as rich results. More importantly, however, is the value that FAQ schema offers to your goals of addressing Google’s E-E-A-T standards. 

The letters E-E-A-T stand for Experience, Expertise, Authoritativeness, and Trust. It’s a system by which Google assesses the validity and quality of material on webpages. While not a direct ranking factor, the better a page’s content addresses these standards, the higher your probability of ranking well. 

In this light, FAQ pages or FAQ blocks on your pages can all be great for SEO rankings. Because searchers generally prefer short, easy-to-read answers, FAQs can provide those while also showing high levels of expertise and authority. Furthermore, FAQs are also a natural place to work in relevant keywords on a given topic, enhancing your overall keyword reach. 

With all of that in mind, here are some compelling reasons to leverage FAQ Schema:

  • Increased Visibility in Search Results: When search engines identify well-structured FAQs, they may display them directly in search snippets, like rich snippets or FAQ accordions. This prominent placement grabs user attention and increases the click-through rate (CTR) to your website.
  • Improved User Experience: Searchers may be presented with answers to their questions right on the search result page, saving them time and effort. This enhances the user experience and builds trust in your brand.
  • Targeted Traffic: FAQ Schema attracts users who are actively seeking information related to your products or services. This translates to higher quality leads and conversions.
How to Implement Schema Markup

How to add FAQ Schema

So you’ve determined that adding FAQ schema is worthwhile. Now, how is it implemented?

First, you need to properly create your schema markup so it will be recognized and effectively communicate your intentions to search engines. There are tools to help you with manually creating the proper schema for your page. Our favorite manual schema generator tool is offered for free by Merkle. We’ve used this exact tool for years to create the code needed for effective schema markup. Google also offers its Structured Data Markup Helper tool for free.

Once created, you then need to add the FAQ schema markup to your web page or site. Generally speaking, there are two main ways to implement the new schema:

Adding Schema Using JSON-LD: This method involves adding structured data code directly to your website’s HTML. While effective, it can be technically challenging for non-coders. This is always an option; however, most businesses don’t have the time or technical expertise to do this correctly, if at all.

Adding Schema Using a Schema Markup Plugin: Fortunately, several SEO plugins for popular website builders (like Yoast SEO) offer user-friendly interfaces to easily add schema markup. These plugins will often create and implement the schema markup automatically for you, based on the details of the page being built. There are some limitations, however, in that you may be limited in your ability to customize your schema or add multiple types of schema to a single page.

Adding Schema with Specific Page Builders

While there are many plugins available to help with schema creation and implementation, you may experience things differently across the various platforms and page builders that are available. While we exclusively work with WordPress websites, that is not the case for every business out there. For this reason, here are some more specific details to help you with some of the most popular builders.

How to add FAQ schema in WordPress (Gutenburg)

While you can simply use Yoast SEO with the WordPRess Gutenburg block builder, the standard accordion option will not be recognized as FAQ schema without a little extra help. To get this help, we turn to the Turn Yoast SEO FAQ Block to Accordion plugin. This simple to use tool “will automatically convert the Yoast SEO FAQ schema blocks into collapsible headers or accordion.” All you have to do is select the Yoast FAQ option once the plugin is installed, and the builder will take care of the rest once you’ve entered your questions and answers.

How to add FAQ schema in Elementor

Elementor states that they are “…the leading website builder platform for professionals on WordPress” and we happen to agree. At Bizmatchery, we use Elementor regularly to make building WordPress sites even easier. When using Elementor, you have several other options besides Yoast SEO to create and implement specific types of schema. To be clear, we use Yoast SEO as well, but it does have some limitations, So, two other plugins that we have used are Schema Pro and Ultimate Addons for Elementor. (We suggest using the simple but powerful Astra theme as a great starting point. There’s both a free and Pro version available.)

How to add FAQ schema in Shopify

While we don’t often use Shopify in our agency, we have worked with this builder. We also understand that when it comes to simple eCommerce websites, Shopify is highly regarded. The process for adding FAQ schema to your Shopify store is actually fairly simple, although you will need to create the code yourself first with the schema generator tool. Once you have the code created, simply go to your Online Store and Themes. In the card of your Shopify theme, click the Actions button and select Edit code. Create a FAQ section by entering the code you previously created, then simply save your work.

Beyond the Basics: Optimizing Your FAQs for Success

While Schema markup gets search engines to recognize your FAQs and possibly feature them as rich results, optimizing your FAQs for user experience is equally important. Remember, you want to address those E-E-A-T standards, and this is a great place to accomplish that goal. So, to help you be more effective in this effort, here are some tips:

  • Craft Clear and Concise Questions: Focus on questions users are likely to ask and keep them clear and to the point. 
  • Provide Comprehensive Answers: Ensure your answers are informative, accurate, and address the intent behind the question. Because SEO is not of as much concern here, your answers can be longer and more detailed.
  • Target Relevant Keywords: As we mentioned, FAQs are an excellent place to target other keywords, such as long-tail keywords that are phrases rather than one or two words. include relevant keywords throughout your questions and answers, but be certain to still prioritize user readability and not spam a long list of keywords.
Rich Results Test Google

Ready to Unleash the Power of FAQ Schema?

Whether you’re using FAQ schema for blog posts, product and service pages, or a separate FAQ page, it’s a simple secret weapon to boost your search presence and conversion rate.

There are some important things to remember when working with schema markup.

  • Audit Your Existing FAQ Opportunities: Review your website content and identify potential FAQs. If you already have them on a page, make sure they are properly being identified with schema markup so you  potentially get credit for rich results.
  • Optimize Your FAQs: Ensure your questions are clear, answers are informative, and everything is keyword-rich. Remember keywords matter, but don’t overdue it.
  • Test and Validate Your Code: Use Google’s Rich Results Test Tool to test and validate your FAQ Schema implementation.

By following these steps and leveraging the power of FAQ Schema, you can transform your website into a valuable resource for potential customers, resulting in improved search rankings, increased organic traffic, and ultimately, business growth.

BizMatchery: Your Partner in SMB Digital Marketing Success

At BizMatchery, we are a Utah-based digital marketing agency specializing in helping B2B industrial SMBs thrive online nationwide. Our team of experts can help you develop a comprehensive FAQ Schema strategy to enhance your website’s visibility and user experience. Contact us today to learn more about our SEO services and how we can take your digital marketing to the next level.


While FAQ Schema offers significant benefits, implementation difficulty varies. JSON-LD code can be technical, but user-friendly schema markup plugins for popular website builders make it much easier.

There's no guaranteed timeframe. However, implementing FAQ Schema can lead to improved visibility and click-through rates relatively quickly, while the impact on rankings might take longer depending on the competitiveness of your target keywords.

No, search engines like Google have discretion on displaying rich snippets. However, well-structured FAQ Schema with clear, concise questions and informative answers significantly increases your chances.

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