Guide
FAQ & content structure guide
A good FAQ is not a keyword dump. It anticipates real decisions and objections, phrased the way customers actually ask them, structured so both people and parsers can navigate it.
01Choosing questions
- Source questions from support tickets, sales calls and onboarding friction — not from keyword tools alone.
- Group by intent: pre-purchase, usage, troubleshooting, policy.
- One question per entry; split compound questions.
02Writing answers
- Answer in the first sentence; add nuance after.
- Keep each answer self-contained enough to be quoted out of context.
- Link deeper pages for detail instead of bloating the answer.
- Avoid duplicating identical answers across many pages — consolidate and canonicalize.
03Page-level structure
- Place FAQs where the related decision happens (product, pricing, docs) rather than one giant dumping-ground page.
- Use semantic HTML — real headings and definition-style structure, not accordion-only content hidden from non-JS clients.
- Mark genuine FAQ content with FAQPage structured data only where questions/answers are visible on the page.