A good FAQ section answers the questions that stop people from enquiring or buying, in plain language and where they need the answer. It helps search as a side effect of being useful, not through markup tricks. One important change: Google has retired FAQ rich results, so write FAQs for readers first.
What changed with FAQ markup
For some years, marking up an FAQ could earn an expanded result in Google Search. Google’s FAQ structured data page now states that this feature no longer appears in Google Search results from 7 May 2026, and that its documentation has been removed (Google Search Central). If you have older advice that promises extra search real estate from FAQ schema, treat it as out of date.
The conclusion is not that FAQs are worthless. It is that their value lies in helping visitors and in covering real search questions in your page content.
Source questions from real people
The best questions are ones people have actually asked. Gather them from:
- Sales and support emails, calls and chat logs.
- Form submissions and the “anything else?” field.
- Search queries to your site, and the queries that bring people to it.
- Reviews and comments, including from competitors’ customers.
- The “People also ask” style questions in search results, treated as prompts, not facts.
Group them by theme, such as price, process, timing, suitability and risk. Cut duplicates and questions that only you find interesting. A related approach for finding topics is content gap analysis.
Write answers that work
- Answer first. Put the direct answer in the first sentence, then add detail.
- Be specific. If the answer depends on scope, say what it depends on.
- Use the visitor’s words. Phrase questions the way people ask them.
- Stay honest. Include limits and exceptions. Do not turn every answer into a sales pitch.
- Link onward. Point to the page that gives the full detail, for example a service page or guide. See internal linking strategy.
- Keep it current. Date-sensitive answers need an owner and a review schedule.
Google’s guidance on helpful content asks whether content would be useful to people who came to the site directly, and cautions against content made mainly to attract search traffic (Google Search Central). An FAQ stuffed with keyword questions fails that test.
Where to put them
| Placement | Best for |
|---|---|
| On the product or service page, near the decision point | Objections specific to that offer |
| On the pricing page | Cost, inclusions and terms |
| On the contact or booking page | Process, response time and what to prepare |
| A central help page | General topics, linked from the footer |
| Inside articles | Questions raised by that topic |
Contextual placement usually beats one giant FAQ page, because it answers the question at the moment of doubt. A long page can still be useful as a reference, with a clear structure and a table of contents. See what makes a modern business website convert for the wider picture.
Format for scanning
- Use headings for questions so people and assistive technology can navigate.
- Keep answers short, with a link when more is needed.
- Collapsible accordions can tidy a long list, but make sure the content is accessible by keyboard and not hidden from users who need it.
- Limit the list. Five to ten strong questions beat forty weak ones.
Should you still add FAQ schema?
Google’s retirement of the rich result removes the main reason to add it for Google. Other systems may read structured data, but this article cannot verify what they do, so do not rely on schema as a strategy. If your content management system adds it automatically, there is no need to remove it, but do not spend effort on it. The visible content is what matters.
A review checklist
- Every question came from a real source.
- The first sentence of each answer is a direct answer.
- No question exists only to carry a keyword.
- Prices, dates and policies are accurate and owned.
- Each answer links to a fuller page where relevant.
- The section works on a phone and with a keyboard.
Plan FAQ content as part of the page, not as an afterthought, as argued in why content should come before website design.
Where Radiance Impact fits
Radiance Impact’s Technology division builds and redesigns business websites, including the content structures behind pages like these. To talk about yours, contact us.
Sources
- FAQ structured data, Google Search Central
- Creating helpful, reliable, people-first content, Google Search Central
