FAQ Schema: What Changed and When to Still Use It

What FAQPage markup is

FAQPage is structured data that tells search engines a page contains questions and answers. Each question has an acceptedAnswer with text. The markup should reflect content that is visibly on the page, not hidden. For most small business sites you should not expect the expanded dropdowns in search results that were common years ago.

Why FAQs are still worth writing

Visitors often ask the same things before they call: how long does it take, what do I need to bring, what areas do you serve, how does pricing work. Answering these on the page removes friction and improves the quality of inquiries. Clear questions also match the natural language people type or speak into search.

Use real questions from calls, emails and reviews, not invented ones.

Writing good questions and answers

Keep each question as a customer would phrase it. Answer in the first sentence, then add detail. Avoid promotional language, and avoid repeating the same question across many pages. Aim for three to eight questions on a service page. A long, generic list dilutes the page.

Do not use FAQ markup for advertising content or for questions the user cannot see on the page.

Technical rules

Use JSON-LD with one FAQPage block per page. Each question and answer in the markup must be present in the visible text. Answers may contain basic formatting such as links and lists. Do not mark up user-generated questions with FAQPage, as there is a separate type for forums and community answers.

Many plugins and page builders offer an FAQ block that outputs the markup for you. Check the source for duplicates if you use more than one tool.

Testing and expectations

Run the page through the Rich Results Test and the Schema Markup Validator to catch syntax issues. Even if no rich result appears, valid markup does no harm and gives machines a clear structure.

Judge success by user outcomes: fewer repetitive questions, better calls, and higher engagement on the page. Treat any search appearance as a bonus.

Where to place FAQs on the site

Put a short FAQ at the bottom of each main service page, covering questions particular to that service, rather than a single giant page for everything. This keeps answers close to the context where the question arises and avoids thin, generic content.

Use accordion blocks only if the answers remain readable to crawlers and assistive tools. Make sure the text is in the page code, not loaded later after a click that requires a special script.

Review the questions yearly. Prices, processes and policies change, and an out-of-date answer is worse than none. Delete questions that nobody asks any longer and add the new ones that come up in calls and emails.

If you also run a Google Business Profile, you can use its own question and answer features separately. The same careful, real-world wording works there, and consistent answers across your site and listing build trust.

Common questions

This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.