FAQ as a marketing strategy
Most websites have a page for Frequently Asked Questions (FAQ) upon which they answer questions about their products and/or services. While many realize how an FAQ page can help move a potential customer to become a client, they do not realize that a FAQ page can also give a big boost to their web marketing efforts. This will only occur if the page is set up correctly.
Below are helpful tips to set up or modify an FAQ page in order to get the most out of it. This will not only help to answer the questions of your potential clients, it will also greatly enhance the chances that they will find you in the first place and convert.
How to make your FAQ page appear in the search results?
With Rich Snippets, Google has enhanced the way it presents search results to users. Now, the results not only show the page that has been indexed, but also helps users see what is on the page. Used correctly with an FAQ page, this can be a good enticement for searchers to click on a link and become visitors.
How can you make your FAQ page appear in the search results? First, make sure that you have a list of questions at the top of your page. Each question needs to link to a named anchor at the answer to the question listed further down the page. This is crucial because Google will list named anchor links in the enhanced listings. Second, make sure that each of those anchors is attached to a heading tag. In doing this, your page structure is indexed as a question and answer format, which Google’s new algorithm Hummingbird actively seeks out.
Here is the code:
You want to put this tag around your link at the top of your page.
Then you would place this tag where you want the link to link to on your page.
Here is how it looks like:
Targeted FAQ Pages
If your FAQ page is well written and informative, there is a good chance that it will rank high as well. However, to increase your chances for a better ranking, you can have a separate FAQ page for each niche of your business, rather than one general FAQ page that covers everything. A targeted FAQ page will be easier for a search engine to categorize, since it primarily deals with one subject. You could then link your separate FAQ pages to a master FAQ. This type of layered hierarchy is logical and easy for a search engine to follow and understand.
A Word of Caution, however, when using this process… you do not want to add too many layers. It will take visitors longer to reach the answers and cause them to click away. A click or two to get to the answer is okay, but do not try to over organize your small knowledge base of questions and answers. Making the customer work too hard for fast answers detracts from the “Ease of Use” experience visitors enjoy and can cause higher bounce rates. A great rule of thumb is no more than three clicks, preferably fewer, to obtain an answer.
Search engine users are looking for answers to their questions! If you present a well-structured and informative FAQ page, your website’s visitors will easily find the answers to their questions. Since the content on your FAQ page directly addresses search engine queries with relevant answers, the chances of those search engines to rank your page higher are far greater. This happens neither automatically nor over night. You must earn the higher rank by providing comprehensive and helpful answers. Users’ behavior (time on site, shares, bounce rate, etc.), in response to your efforts will determine whether your page earns its share of increased visits and upwardly mobile rank, or ends up as just another page on your website with little or zero traffic.
** A recent update to Google’s algorithm (The Hummingbird) made FAQ pages even more important. It appears to be Google’s intent to be the first search engine to answer direct questions by context rather than merely searching for and supplying keyword matches. Helping users find what they really want quickly and thoroughly is Google’s top objective. In the future and if successful, if you feed the bird common yet direct, intelligible questions, it will respond with relevant, comprehensive, and helpful answers
Additionally, since you are providing the answers that searchers are looking for, a well thought out page design may hold their attention on that page for a longer period of time. The new algorithm updates do not just monitor traffic from SERP to webpage; they also monitor the behavior of the visitors while they are on the page. A longer visit is generally seen as a more informative and useful visit, helping to boost the authority of your page. By keeping visitors interested, engaged, and looking at the page, you may be able to enjoy enhanced productivity from your SEO efforts as well.
When users find informative and genuinely helpful answers to their questions, they are more inclined to come back to those pages. They will bookmark good FAQ pages so that they can return if needed. They will quote from them in an effort to help those in their social circles with the same question, and they will share information. All of these activities boost the credibility of your site.
A well-written FAQ page is not only necessary to answer your customer’s questions; it can also be an important marketing tool to increase your exposure and attract new visitors.
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