As technology evolves, so does consumer behavior. Google is continuously shifting its platform to cater to a user’s intent—keeping SEO teams and digital marketers on their toes as they try to roll with the changes.
One of those changes is how users view content on the search engine results page (SERP).
Gone are the days of clicking on each URL. Now, users can view answers to their direct queries right on the results page, all thanks to Google’s interfaces. This means you could meet potential clients halfway with rich content that gets them what they need when they need it and helps build your authority in the legal space.
But what are FAQs? How do they work? Why should you care? Let us answer all your frequently asked questions about FAQs.
FAQs—short for frequently asked questions—are specific queries tailored to your target audience that help address common concerns. When done right, an FAQ section could better serve your clients and position you as an authority.
Google crawls your site’s content and looks for clues to determine what type of content it presents. Clues like FAQ Schema markup help google identify a page as being in question-answer format. Google’s crawlers read this code and pull a featured snippet to appear at the top of a user’s search results page, also known as “position zero.”
So when you search “What to Do After a Car Accident,” Google may serve up a snippet of content from a website that directly answers your query.
Your FAQ may also appear in the “People Also Ask” box, also located at the top of the SERP. Using our first example, when you search “What to Do After a Car Accident,” you will see a section containing a few questions related to your query. Clicking the dropdown arrow on each question reveals the answer and allows you to view information from several sources simultaneously.
Now that you know how FAQs work, you’re probably wondering what questions to answer. Since Google emphasizes user intent, the best way to find out what questions to include is to get to know your audience.
The better you understand a user’s intent; the richer your FAQ results will be.
If you’re a family lawyer handling many divorce cases, you know better than anyone what questions you’ll receive. “How long does a divorce take?” “How much does a divorce cost?” “How is property distributed?” are all questions you or your staff have likely heard before.
You could also do some competitor research and check out the People Also Ask boxes for different queries to get an idea of what your target audience wants to know. Doing competitor analysis on the People Also Ask box could also tell you what questions aren’t being asked and help you fill those gaps to get better
SERP results. The closer your FAQs are to answering your target audience’s queries, the more likely Google will pull a featured snippet.
The main benefit of FAQs is that it increases visibility. Standing out among competitors at the top of the SERP does wonders for your brand’s awareness and takes up a lot of real estate on the page as well.
Appearing in position zero also tells you that Google views your content as a wealth of information that better answers a user’s query than competitors, which builds authority.
Aside from the SEO benefits, FAQ sections also could increase user engagement for your practice area pages. Addressing a potential client’s concerns pertaining to a specific practice area could help form trust and may be enough to convert them.
While you can’t beat being at the top of the SERP, FAQs could be a double-edged sword. A Semrush study found that 57% of mobile and 25.6% of desktop users never actually clicked on a website to get the information they needed, meaning their query was answered directly on the SERP.
This research suggests that FAQs could possibly decrease website traffic. Additionally, with more users remaining on the results page, they view your content along with a host of competitors, which could increase their chance of visiting another site rather than yours. Despite these cons, FAQs are still considered best practice.
It’s worth noting that appearing in position zero or the People Also Ask box is not guaranteed with FAQs. You still need strong SEO basics in place to be eligible for placement in a featured snippet box.
Here are some things to consider when creating your FAQs:
From ranking at the top of Google to engaging users on your site’s pages, FAQs make your content stand out from the rest of the pack. To get the results you want, you need a partner to help you stay ahead of the curve and adapt to new trends.
Postali is a full-service legal marketing agency offering many services that enable you to have a leg up on your competition, including Web Design, PPC, SEO, Content Writing, PR and Media Relations, and Video and Photo Productions. Contact Postali today to learn how we can help your firm.