Why is it worth putting an FAQ on the website?

– Provides the customer with immediate help – the user can quickly find an answer to his question, which shortens the shopping path. You can read more about customer path mapping in e-commerce in the article on our website.
– It saves time – both for you and the client. Regardless of whether the questions are answered exclusively by you or the company is handled by an extensive customer service and technical support department, each interaction takes time and involves an employee. The FAQ allows you to skip direct contact for the most common questions, but do not leave them unanswered.
 – It proves that you care about consumers – the FAQ in a clear, friendly form presents various procedures on the company-client line. Transparent presentation of opportunities in future cooperation (whatever form it may take) is a great value for the user, as well as a great way to show your experience, customer-friendly approach and build trust.
– It has a positive effect on SEO – the FAQ is a full-fledged subpage that, like others, affects the positioning of the entire website. This creates a great potential for improving SEO, including thanks to internal linking. In addition, it is a subpage with a lot of content, willingly “clicked”, with opportunities for systematic expansion of the content – web robots like it!
– Allows Google Featured Snippets to appear – a properly constructed question-answer scheme may be considered by Google as valuable enough to appear as a highlighted fragment above the search results.
– Provides data – thanks to analytical modules, you can check which issues (and how) are most often checked by users, which allows you to refine procedures and implement the necessary changes. The FAQ is a great source of knowledge about customer needs.

In many places – from large online stores to small service business sites – the FAQ, despite being published by poor execution, is on the verge of uselessness. A poorly made list of frequently asked questions is not only of little value to the user, but can even irritate him and lead him to redirect his internet steps elsewhere.

FAQ – selection of questions

The first step, of course, will be to refer to your and customer service experience. You perfectly know the needs of customers and the topics that are most often discussed in communication. It is also worth taking a look at the websites of the closest competitors operating in the same industry – many issues will probably be similar. In the case of online stores, must-have is, for example, a clear presentation of payment mechanisms, returns policy or warranty procedures.

FAQ – structure

A typical FAQ list has a rolling question-answer structure. It is very important to properly group the questions into specific categories – asking about the features of a product or a selected service package is a slightly different matter than a loyalty program, login data or the account deletion process. Categorizing topics greatly facilitates navigation and accelerates the user reaching the issue of interest.

The questions should be presented in first-person form – just as the client would type them. You should also use friendly language and avoid industry jargon.

The answers in the FAQ are usually short and as specific as possible – the user came to the page in order to obtain a concise, factual answer. This is no place for grass-talk. If the explanation requires more than a few paragraphs of text to be accurate, it is probably worth considering creating a separate subpage, and providing basic information in the FAQ, followed by a link to a more comprehensive article. If you decide to publish an extensive answer in the FAQ, be sure to take care of the appropriate structure of the text – take care of the right headings, legible text and division into paragraphs.

It is worth paying attention to the right choice of keywords – the question must be easy to find. An appropriate structure based on structured data also means that in the search results the elements of a given FAQ will be presented in an extended form, the so-called rich snippets.

At the end of the list, it is worth placing a contact form or at least a link to it in case the user does not find an answer to his question or needs clarification of some issues with the consultant.

Video and FAQ

Sometimes short films appear as part of the FAQ, most often simple animations (so-called explaining). This may be a good solution in some situations (e.g. when an issue requires specific steps that are easier to present graphically than text), but it has many disadvantages. First of all, a large part of people “scans” the text with their eyes faster, ergo assimilates the necessary information more efficiently than it would be in the case of even a few dozen seconds long film. The video itself will not affect SEO as much as the traditional text form, and it will also slightly extend the loading time of the subpage.

The answer in the form of a video makes sense especially in the case of typical technical support issues, e.g. assembly instructions for a given product or presentation of its specific function. Of course, you can always use a mixed form – text and video, which will complement each other.

FAQ – update

First of all, the FAQ cannot be treated as a complete whole. It is an important element of the website and should be a constantly evolving organism – in most companies, new questions arise every day, some of which perhaps should be on your website.

When starting the business several years ago, any mention of an enterprise on the Internet was an innovative activity. Even underdeveloped websites already looked modern, but few companies and consumers appreciated the value of the web. Now having a website is essential. For several years, the race for the highest positions in TOP10 results in the most popular search engine – Google has been going on. Currently, among the billions of websites on the web, everyone wants to stand out and be on the first page in search results when asked by a user.

SEO a company website consists of many factors, stages and optimization activities performed on the website and beyond. This process requires an individual strategy, constant analysis of variables and adaptation of optimization activities to the current guidelines.

How does the Google search engine work?

By entering a query in the Google search engine, you get from thousands to millions of websites that potentially contain information relevant to you. It is Google that decides what it displays in the search results, but everyone can help with this by positioning their company page.

Indexing
Google uses crawlers to organize information from websites. They analyze websites, open the links they contain and collect and send data about these websites to Google servers. The systems scan the content of the page and the information obtained is registered in the search index.

Algorithms
Google’s ranking systems analyze billions of websites thanks to algorithms. After entering a query into the search engine window, you get certain results – however, many factors affect the display of certain pages, including:
– content of the inquiry,
– the relevance of the page,
– source value,
– user location,
– as well as about 200 other ranking factors.

Google’s mission is to organize the world’s information in such a way that it becomes widely available and useful for everyone. Hundreds of new websites are published on the web every second. Google handles billions of queries annually. In the maze of this information, the company, as it emphasizes, tries to protect the search results from dishonest companies and spammers who try to bypass individual systems and algorithms. On the other hand, however, they try to help business owners succeed by providing a variety of SEO tools and tips.

Goals of website SEO in the Google search engine

For many years, Google has been in the first place in the ranking of the popularity of search engines in the world. Therefore, the positioning of the company’s website on Google is decided by business owners who want to increase the visibility of the website in search results and are aware of how many benefits this can bring:
– increasing traffic on the website,
– more conversions (e.g. purchases or registrations),
– brand recognition,
– building awareness among consumers,
– creating the image of an expert and market leader.

Therefore, the website positioning process focuses on both sales and image goals. It is worth emphasizing that online activities also translate into reality and life outside the Internet. For example: a properly positioned website of a restaurant may be displayed to the user on the query: “Boston restaurant” in the first place in Google. A virtual user, even without going to this website, decides to trust the search engine and goes to this restaurant, turning from a user into a real customer. Such positioning effects, although impossible to measure, emphasize the essence of the entire process and confirm that it is worth investing in SEO and promoting the company on the Internet.

A multi-stage process of website SEO

The activities related to the optimization of the website in terms of search results (called Search Engine Optimization – SEO) include the optimization of the content, structure and code of the website. Positioning, apart from the aforementioned SEO, also includes activities in the field of content marketing, link profile building and web analytics.

The process consists of a series of works on the website, which are used to prepare the website for cooperation with the previously mentioned Google robots.

Website audit
The first step in the SEO process should be a website SEO audit. The verification and analysis should apply to both the technical side and the content available on the website. Information relating to organic traffic on individual subpages can be collected using Google Search Console and Google Analytics.

Based on the audit, a website positioning strategy is created. The most important thing is to be aware of the company’s business and marketing goals while working together, not forgetting the rules prevailing in the SEO world.

Key words or phrases
Another of the initial stages of website positioning on the web is the selection of appropriate keywords and phrases. The phrases are selected, after entering which in the search engine window, the positioned website would appear in the results. Words or phrases must be consistent with the nature of the company and the expectations of Internet users who are looking for information about products, services or issues that interest them.

Company website optimization

One of the key elements of positioning is website optimization, i.e. SEO. At this stage, the following occurs:
– domain link profile verification,
– developing content to be completed on the website,
– indexation of the page in the search engine,
– optimization of headers and metadata or execution of appropriate redirects,
– improvement of technical elements within the website (such as finding and removing broken subpages, using the 404 error in a positive way, optimizing the size of graphic files loading the page, etc.).

Verification and development of content for a website is an extremely important process – it is necessary to identify whether the website has internal duplicates and whether such duplicates do not appear on other websites. You should also verify that the content available on the website is unique and properly saturated with key phrases. It is therefore important to create or edit the content on the home page, product and category descriptions, and build valuable content. It is not only texts, but also graphics and photos. In cooperation with marketing specialists, you can optimize a website in such a way that it is valuable not only for Google robots, but above all for users and potential customers of a given company. Both Google’s guidelines and the usability and appearance of the website are taken into account.

An equally important element is the aforementioned optimization of headers and meta data (title and description) both on the main page and on individual subpages. Their proper use allows Google robots to find a given subpage and analyze the data contained therein. Meta title and meta description are displayed in the search results, showing users the topic and content of the page.

However, many technical aspects, such as the optimization of ALT attributes or HTTP headers, are invisible from the user’s perspective. It may also take into account, inter alia:
– page loading speed,
– responsiveness,
– redirects,
– SSL certificate,
– website code.

The work then focuses on improving the internal linking structure, which is one of the highly regarded SEO practices. This properly performed optimization stage helps to direct the attention of Google robots to the most important content on the page.

SEO the company website – one timer or a marathon?

Looking at the above-mentioned components of website positioning, SEO cannot or should not be a one-time action. If the work is to bring the intended results, it requires thorough analysis, diligently carried out activities and constant monitoring of the effects. Google guidelines, algorithms, the system and even the market are changing so dynamically that in order to stay in the position you have earned, you have to work on it all the time. Time is needed for proper indexing, planning and creating content, as well as building a link profile.

Google offers many business owners many opportunities to grow their businesses. It provides tools that make promoting your own business even more effective.

Google My Business

For example, a company’s showcase in Google Maps supports local positioning, improves the website’s visibility in search results and confirms the credibility of a given company. It is a free tool thanks to which you can inform the user about the days and hours of the company’s opening, as well as indicate the physical address and the company’s website.

Online advertising is a huge support for the conducted marketing activities. Positioning the company website is one of the most powerful advertising tools which, if used properly, can guarantee great success for almost any company.

Professional website positioning functions on several levels. This concept is not strictly assigned to SEO agencies or freelancers. In fact, regardless of the cooperation model you choose, you will hit right or wrong. What does “hit well” mean in this context? What distinguishes professional website positioning?

First of all … experience and professional SEO!

An experienced SEO specialist has already seen many pages. As a result, it is easier for him to spot errors, assess their impact and significance for the effectiveness of positioning, and develop a strategy. It is not about a misunderstood routine and the use of one developed template when creating a positioning strategy that does not take into account the specificity of a given website, individual arrangements with the client, his expectations, limitations related to the possibility of modifying the website, etc. Experience is associated with the knowledge of the specifics of, for example, various CMS stores and engines, their strengths and weaknesses, limitations, modifications and optimization. This experience resulting from working with many websites – “years of practice” – will increase the probability that it will be a professional and mutually satisfying cooperation.

Second… the ability to say no

A professional SEO specialist is not afraid to say no. Information from customers regarding their expectations, experiences with the positioning service, key elements of the offer are very important and will be useful for the positioner. Good communication increases the chance that the customer will be satisfied. But what to do in a situation where the customer’s idea or his expectations for the service are unrealistic, impossible to implement, exceeding the assumed budget or harmful (even potentially) to the website? The professional will not be afraid to inform the client about it. The apparent consent on such hot spots is usually a harbinger of future problems that will be much more difficult to deal with in the future. It is also worth remembering that the best agencies and freelancers are not under a drip and simply will not take on topics for various reasons hopeless just to squeeze out of them as much money as possible and few effects.

Third … realism in action and evaluations

This point is indirectly related to the characteristics of an SEO professional presented in the previous sections. Knowing at the start, among others customer expectations, budget and possible readiness to increase it can propose actions and solutions that take into account these elements and will at the same time give a satisfactory effect. The reaction of the client who hears at the very beginning that reaching the desired goal will take an estimated minimum of 6 months with certain assumptions (here you can insert information about the pace of approving changes or content development on the website) is different from that resulting from over-optimistic messages like ” after a month you will be satisfied ”.

Fourth … collaborates with other people involved in the project

It is not uncommon for an SEO specialist to be able to demonstrate the ability to communicate well and cooperate with people who do not necessarily know the specificity of the services they provide. In short – they don’t say “positioning”. Popular situations in which such contact occurs include the implementation of changes to the website in terms of programming, providing recommendations on how to prepare a new website in terms of SEO, how to create valuable content supporting the positioning process, etc. Depending on the situation, the SEO specialist must be able to convey your message to programmers, creators of a new website, people from the marketing department or the “boss of all bosses” in the client’s company. The real art in such a situation is to find a common language, communicate and convince your point of view communicatively.

Fifth … is not afraid of a conscious and educated client

Knowledge about SEO and awareness of how it works – there is an upward trend in this regard. We do not hide that, as Paraphrase-Online.com, we attach our hand to this trend, which deserves the most positive assessment. Our SEO lessons or blog entries are the contribution of Paraphrase-Online Team to SEO – education jug. We know that our clients like it and bring them closer to the specificity of the positioning service. Of course, the positioning service is not the same as an SEO course, but our experience shows that a client who is even at a basic level and equipped with actual knowledge, and not a set of myths about positioning, is a support for a specialist who cares about the high positions of the website. Professional website positioning also means taking care of the client’s knowledge.

Sixth … looks holistically at the website promotion process

Positioning is often one of the elements of a larger puzzle, which is website promotion on the Internet. It is relatively rare that a website is promoted in only one way. Therefore, it is worth talking to your client more broadly about his idea for promotion, about what he uses and what results it brings. For example, if in the case of an online store we propose to rebuild a category, it would be worth taking into account how the Google Ads campaign is conducted. The proposal to create a 404 page should take into account not only SEO issues, but also act as an incentive to stay within the site and look for something else from the current and available offer.

Seventh … it solves problems instead of multiplying them

Let’s be honest: perfect SEO services don’t exist. The vast majority of websites that we later come up with require at the start of the implementation of corrections and changes in terms of SEO – smaller or larger, depending on what case we encounter. The matter is simple: websites are created not only for the highest possible positions in Google, but about the presentation of the offer, increasing the number of customers, etc. These goals sometimes conflict with each other, so it is important to work out a compromise that will be accepted by all parties. A customer who likes their one page site may find it easier to accept the suggestion that the new pages should be listed in the menu at the bottom of the page. A similar situation will be the one in which we are dealing with a website without category descriptions, due to the fact that the customer primarily wants to display products belonging to this category and who will not accept the idea with a content block at the top of the page. Although it is a place preferred by SEO specialists to publish content, having the choice of the client’s disagreement for this location, and the compromise placement again at the bottom of the page, the choice becomes simple … The same is with the “read more” button, which does not it inspires the admiration of an SEO specialist, but it is a better solution than giving up content entirely. The role of the positioner is sometimes to propose something of a compromise if the best option cannot be implemented due to the lack of acceptance for such a plan. Of course, there are situations in which it is impossible to find a solution acceptable from the SEO point of view, reconciling both points of view. It is worth informing the client about this approach to the wall. After all, he is not an SEO expert and does not need to know what the consequences of his decision are for the success of the SEO process. Perhaps a simple and honest statement of the matter will convince him to change his mind.

Eighth… not to be pressured

If you are looking for a method of promoting your website that will bring instant results and you hope that SEO will provide them for you, then… you may be disappointed. Of course, there are cases of websites where meta tag optimization was enough to be happy and to be in the top 10. Such instant routes to the top, however, are a minority of cases. When this path begins to lengthen and at the same time puts the endurance of the customer to the test, using the immortal slogan “add more links“, you may be tempted to follow this path to keep the customer happy, or at least temporarily gain peace of mind. However, is this the best solution? Everyone should answer this question for themselves.

It is the positioner (or a team of SEO specialists) who is responsible for the strategy and plans actions in terms of its likely results. It is not surprising that during the term of the contract there are changes in the strategy, the effect of which is an intensification of activities for selected keywords – for example, for those that are not yet in the top 10. This approach makes sense, as opposed to changes implemented for the sake of peace. Patience pays off – website positioning is the cheapest method of acquiring new customers in the long run.

Ninth… ends the cooperation with the class

Not every SEO contract is extended – that’s a fact. There may be many reasons behind such a decision. However, it is worth making sure that the customer does not feel disgust after the breakup. Indexing the website from the search results, damaging it, placing links on it leading to other pages, risking manual punishment from Google… there will be some potential gimmicks in the SEO world.

It also happens that the client, not knowing the specifics of SEO, expects to maintain certain activities also after the end of the contract, and their failure to do so causes indignation. An example may be the links that the SEO specialist acquired for him during the term of the contract. It happens that the client thinks that they will stay with him permanently. To avoid such unpleasant situations, it is worth determining at the very beginning what will happen with the optimization, content added to the website or obtained links, whether they will be removed or will remain as a permanent effect of the positioning agreement for a given website. Clear arrangements in this regard will allow you to avoid unpleasant situations and negative opinions of a bitter or simply angry customer. Professional positioning of websites is therefore also the art of saying goodbye.