We’re all familiar with the basic steps we should take when doing keyword research for a website. However, there are some instances where it’s a little tricky to optimize a page. For me, the Frequently Asked Questions (FAQ) pages fall into this category. My approach for these pages involves taking a closer look at your customer’s experience with your business or brand.
Creating an FAQ page can sound easy in practice, but can be tough to execute. Try these tips and let me know what tricks you use to create FAQ pages and tackle difficult keyword research projects.
Tip No. 1: Talk Directly to Customers About Their Questions
To truly understand the answers your customers need, you have to ask them. There’s a good chance that the questions a customer may ask in a store or to your sales team are the same questions they would ask Google. There are a few ways to get this information directly from the source.
Tip No. 2: Identify Long Tail Terms That Pop up in Customer Questions
Your keyword research should back up the questions you know your customers want answered. Likewise, your customer questions should back up your keyword research. Are you unsure about whether or not most customers are curious about your return policy after the packaging is opened? Research long tail terms such as “returns” and “open packaging” using tools like Google AdWords Keyword Planner. Note that you probably won’t see tons of search volume for these types of terms, but you should be able to judge what phrases are important and which aren’t relative to one another.
Tip No. 3: Never Set It and Forget It
Find ways to test and iterate on your FAQ page. After you publish updates, set up on-site surveys to ask customers if their questions were answered online. Another option is to talk to customers directly and see if your FAQ page really tells them what they need to know. After it’s been updated, you can also work with your sales and customer service teams to see if they interact with more satisfied customers, if the number of questions people ask has decreased, or if customers have started asking different questions.
Tip No. 4: Remember You’re Running a Business, Not Just Driving Search Traffic
There may be things customers ask or people search for that you shouldn’t answer online. Whether it’s because the answer depends on the customer’s needs and experiences or the answer is better delivered in person, there are many reasons that you may not want to answer every single question online. Communicate with the people who interface with customers directly to better understand what warrants an online response, and what should be answered face-to-face.
Original ource: 4 Tips for Optimizing FAQ Pages for Search | SEW
