FAQ rich snippets are the hottest SEO trend in 2020 – so how you do you add them?
The easiest way to add FAQ rich snippets to WordPress is using the Structured Content plugin which is the same one used by Neil Patel. Install the plugin, edit a page or post, and add FAQs using the plugin. To speed up indexing, resubmit the URL in Search Console when you’re done.
Google has cracked down on FAQs; make sure they answer what people want to know, are relevant, and aren’t biased (absolutely no affiliate links). Google has other guidelines for adding FAQ rich snippets like making sure all FAQ content is visible to users, avoiding advertising, and not allowing users to submit alternative answers. It’s worth going through their documentation.
What Are FAQ Rich Snippets?
FAQ rich snippets require an FAQ section on your page/post containing a list of questions and answers. When marked up properly, these can appear as a rich result in search results and in Google Assistant. This, in turn, can make you stand out while increasing click-through rates.
The problem is, he doesn’t tell you which plugin he’s using. Luckily, my buddy Cole from Revealize filled me in. It’s the Structured Content plugin which has very little reviews, but works like a dream. I use it on my own WordPress website and it literally couldn’t be easier. Check the frequently asked questions section of this article to see an example of this plugin.
Google has FAQ guidelines which you should definitely read:
Summary:
Don’t be spammy or include advertisements
All FAQ content should be visible to your users
FAQs should be written by the site itself, not users
If users can submit reviews, use Q&A markup instead
Questions should include the entire text of the question, and answers should include the entire text of the answer (hint: try to include bits of the question in your answer)
4. Clear Cache
Once you’ve added your FAQ section, update the post and clear the page’s cache.
In Search Console, go to the URL Inspection Tool and click request indexing. Google will crawl the page and update their search results almost immediately (usually takes a couple minutes).
7. Check Results In 2-3 Minutes
Your FAQ rich snippets will display in Google almost immediately:
8. Find FAQ Errors In Search Console
Google added a new FAQ section to Google Search Console:
This shows how many pages have valid FAQ markup, and which pages have errors:
9. Gather FAQs Via Answer The Public
Need ideas for your FAQs?
Answer The Public shows common questions people are searching about a specific topic (pulled from Google Autocomplete). This is not only my favorite tool for looking for FAQ ideas, but keyword research and featured snippet opportunities as well. The greener the circle, the more searches that question has. You can create FAQs based on the question’s popularity.
10. Other Schema Plugins
Which Schema Plugin Should I Choose?
It depends on which schema types you want. For review stars, I use WP Review Pro by MyThemeShop. For FAQs, I use Structured Content since Yoast’s FAQ and Q&A blocks only work with Gutenberg. For recipes, I would probably use WP Recipe Maker. And for AMP (accelerated mobile pages), I wouldn’t use anything at all since AMP can hurt your conversions.
Here is how the Structured Content plugin looks on a page (you can also customize the CSS):
Which plugin is best for adding FAQs?
The Structured Content plugin is the easiest way add FAQ rich snippets to pages/posts (this is the same plugin used by Neil Patel).
How do you add those green emojis to FAQs?
You can add any emoji to FAQs. Just copy the emoji you want to use and add it before the question. I use checkmarks with a green background, but you can choose from thousands!
Will FAQs automatically show in Google?
They should. Google ultimatley decides whether they will show FAQs in search results even if you mark them up properly. However, with the right plugin, you should be able to add FAQ rich snippets nearly 100% of the time, especially if it's a topic that calls for FAQs.
Can you really get FAQs appearing in Google in 5 minutes?
Yes, you can. After your markup the page, clear the cache and submit the URL to Google's URL Inspection tool. After just a few minutes, you should see it in Google's search results.
Can users submit answers to questions?
No, FAQ rich snippets should be written by the site itself, with no way for users to submit alternative answers. If users can submit answers, use Q&A rich snippets.
How long will FAQs be around for?
No one knows. Google has a history of discontinuing features. But it's kind of like Google Authorship... while it's around, you might as well take advantage of it. And if you don't, your competitors eventually will.
Do FAQs increase my click-through rates?
It did for me, but it totally depends on the quality of writing, topics you're covering, and whether you're enticing people to click your result. It definitely increases impressions!
In some cases it’s worth it. If it helps users and prevents them from contacting the helpdesk there could be a use case for it. https://t.co/DESJjilv5D
Alternative: Add FAQ Rich Snippets Using A Code Generator
I have tried multiple FAQ rich snippet generators, including Matthew Woodward’s, but none of them worked. Every time I copied/pasted the code, nothing showed up on my post. That’s why I recommend using the Structured Content plugin. It’s lightweight and it does a beautiful job.
Do You Think FAQs Will Last?
Who knows? Google is always discontinuing things. But while it’s here, I’m going to take full advantage of it. Not many people have implemented FAQ rich snippets and it will set you apart from the competition. Even if gets discontinued, FAQs are still valuable to have on the page.
Ready to rank higher in Google Maps and local search results?
We’ll follow Google’s local search ranking factors which Moz reports every 2 years. I broke these down into factors on and off your WordPress site. Citations (online directories like Yelp, Superpages, and Axciom) are about 11% of local SEO, so it wouldn’t be fair to leave these out.
This guide assumes you’re using the Yoast SEO Plugin. If you don’t have Yoast, I suggest installing it then configuring my recommended Yoast settings. It also assumes you have a physical address in your targeted city which is not mandatory, but is the #1 factor in Maps.
Here are Google’s 2018 local ranking factors. The main factors are Google My Business, citations (directories), reviews, geo-targeted pages, mobile optimization, and of course – links.
Top 50 factors for local pack and localized organic…
Google your primary local keywords and see which results you want to target…
2. Localized Keywords
Google Autocomplete
I have a separate tutorial on choosing Yoast focus keywords + green light optimization but I’ll go over this briefly. Go to google.com and use the underscore character _ anywhere in the phrase to have Google fill-in-the-blank and learn keywords people are searching in your city…
To find even more keywords, try using different variations of the keyword, like plurals…
Use different word ordering to get even more ideas…
Target Specific Services – if “Chicago Wedding Photographer” is your primary keyword, try also targeting Indian and Gay Wedding Photographer. Same thing with web design… you can target both Chicago Web Design and Chicago WordPress Design which both show up in Autocomplete. For dentists, you may have Chicago Dentist, Chicago Dental Implants, Chicago Emergency Dentist, etc. Relying on 1 single keyword for ALL your traffic is never a good idea. You need to research Google Autocomplete for all your services, then create a page for each.
Moz Keyword Explorer
Next, use Moz Keyword Explorer to make sure you’re not missing keywords. This is similar to Google Keyword Planner only it’s completely free (you don’t have to sign up for AdWords), plus you can group related keywords so you’re not browsing through the exact same ones.
Once it runs, click keyword suggestions –> see all suggestions. You should see a nice list of keywords and the volume (monthly searches). Note phrases you DIDN’T find in Autocomplete.
Estimating Local Keyword Competition
More Autocomplete results + broad phrases = more competitive…
Less Autocomplete results + specific phrases = less competitive…
You can also use the MozBar Chrome Extension to Google any keyword and learn it’s competition. The higher the PA (page authority) and DA (domain authority), the higher the competition and the more effort needed to rank for it. Try to stay within your own DA range.
3. Blog Post Keywords
Blog posts usually attract the most links to your site (a huge ranking factor) since people naturally link to USEFUL content (not promotional service pages) which benefit the rankings of your entire WordPress site. Just like we researched keywords for pages, find as many informational, non-promotional blog keywords as you can, then write a post for each topic.
4. Geo-Targeted Pages
Create a page for each keyword – target your primary keyword on your homepage, then create a separate page for Chicago Indian Wedding Photographer and other specific services. Average Cost Of Wedding Photographer In Chicago would be a good article on your blog.
Optimize content with Yoast – you can get green lights all you want, but designing a nice (ideally lengthy) page with awesome photos, testimonials, video and other useful content – is the heart of content optimization. Yoast only detects exact keyword matches so if you use “Wedding Photographer in Chicago” instead of “Chicago Wedding Photographer” in your content… that counts as a keyword. So even if that specific light isn’t green (eg. keyword density), you can ignore it as long as a variation is present. Synonyms are actually encouraged.
Presence of NAP – each location page should have your business name, address, and phone somewhere on the page. If you only have 1 location you can add this in a footer widget or your copyright area at the very bottom of your website (like I do) so it’s present on every page. For multiple locations you’ll usually want to add it somewhere in the actual content body.
Short Permalinks – use short permalinks with your keyword in it.
Keyword Density – include your keyword in the first couple sentences and a few times in your content body (naturally). Sprinkle LSI keywords (synonyms) in your content instead of using the same keyword over and over. These can be secondary keywords you want to rank for.
Alt Text – label your images before uploading them to WordPress since the visual editor automatically uses the image file name as the alt text. This should simply describe the image – don’t stuff keywords. Images in widgets and page builders may not do this so check the HTML:
Internal / External Links – Google follows links on your page to learn what your content is about. The important thing is linking to useful content your visitors will actually find helpful (like a blog tutorial). Interlinking blog articles/pages is also a natural way to build links to your own website but outbound links are good too since it’s kind of like citing sources to Google. Finally, always use descriptive link text (called anchor text)… never use words like “click here.”
SEO Title – use a modifier to spice up your headline so more people click on your link in search results… “Award Winning Chicago Wedding Photographer – Tom Dupuis” is a good example. Also make sure your SEO title has a decent length (the bars in Yoast should be green).
Meta Description – the main purpose of the meta description to entice people to click on your link. This and the SEO title are the first thing people see in search results so spend time writing these. It should include your Yoast focus keyword, plus a secondary keyword if you have one.
Post Long Content – Google measures “average time on page” which is why videos and other engaging content is key. Long, organized content generally ranks higher than short content.
Social Media Optimization – this ensures your page will display a properly formatted image when shared on Facebook and Twitter. Click the “share” link in Yoast and upload custom images where it tells you to. If you don’t see the tabs, check your Yoast social settings to enable Facebook and Twitter meta data. Yes, this means you need to design 2 separate images for Facebook (1200 x 630px) and Twitter (1024 x 512px). I leave the other fields blank which let you write a custom headline and description when it’s shared on Facebook/Twitter.
Rich Snippets – make your snippets stand out in search results by adding rich snippets to your content. You can do this with events, reviews, recipes, articles, products, organizations, restaurants, and videos. I use the premium WP Rich Snippets plugin which supports all rich snippet types except for events (use All In One Schema.org) and videos (use Schema plugin. However if you’re doing any other type of rich snippets, WP Rich Snippets looks way better and has more options, plus they have awesome add-ons. Here’s my WP Rich Snippets review which is definitely worth the money if you have content on your site that can be marked up.
Example Geo-Targeted Landing Page…
5. Google My Business
Optimizing Your Google My Business Page
*Google is increasingly taking into consideration activate business owners who: post on Google Posts, respond to reviews, keep special hours updated, answer questions, make it convenient for customers to take direct actions on GMB using business URLs.
Create a GMB Page (no duplicates – check Moz Local)
Since citations are 11% of local SEO, this step will help you create and fix your top 15 citations. Just like you did with Google My Business you will make sure profiles are 100% complete, duplicates are deleted, and ensure consistent information is present. Run your website + zip code through Moz Local and look under “choose the most accurate listing.” Go through each one and see their recommendations. Yes, you will need each profile’s login info.
Correct Incomplete, Inconsistent, Duplicate Citations
Once you click your listing you will see incomplete, inconsistent, and duplicate tabs. Go through each one and fix all items. Incomplete profiles are often fixed by uploading more photos or adding categories. Inconsistencies can be as easy as correcting the www website version or using “st” instead of “street” in the address. Duplicates are fixed by deleting them. Moz Local includes links to your profiles which makes it easy to fix, delete, and report profiles.
Sometimes you will only have 1-2 categories (eg. photographer + wedding photographer) so it’s not always possible to get your profiles 100% complete. Just do everything you can.
7. Whitespark
To conquer those #2, #5, and #14 ranking factors in Google Maps (citation consistency, quantity, and quality), we need to build even more citations. The more competitive your keywords are (eg. Chicago Wedding Photographer) the more citations you should build.
Whitespark has lists of top citations by city, country, and category, or use their citation building service for $4-5 per citation which saves a LOT of time. Google ‘Whitespark Canada‘ and you’ll see they have over 120 reviews with a 4.9 star rating. I’ve invested over $2,000 in their citation building service and have jumped from #8 to #3 in Google Maps. Read my Whitespark citation building review to learn the process, but you basically fill out an intake then wait 2-3 weeks for them to send a report of the new citation URLs and 1 universal login.
Free citations can cause spam emails and sometimes spammy phone calls. They improve rankings, but it’s a tradeoff. Here’s a response I got from Darren Shaw, owner of Whitespark:
@TheDupMan When you build citations, you’re going to get sales emails and calls. No way around it. The listings are free for a reason.
Most businesses doing local SEO have a good amount of mobile visitors (you can check in Google Analytics under Audience –> Mobile –> Overview). If you haven’t read my W3 Total Cache tutorial which shows you how to configure the performance tabs, Cloudflare, and MaxCDN, I would start with that. Then you can optimize images and make other optimizations from my WordPress speed guide. This helps you fix items in your GTmetrix report (the speed testing tool I recommend using) and improves page load times for both desktop and mobile.
To make your WordPress site load faster specifically on mobile, you can use AMP pages (accelerated mobile pages) using the AMP plugin and Glue for Yoast SEO & AMP. You can read Yoast’s AMP tutorial but this will basically add an “AMP” sign to your mobile search results…
You’ve heard this before so I’m not going to state the obvious. But you should know that Google My Business is usually the best place to get reviews since these appear directly in search results, and you need about 5 of them for the review stars to start showing up…
Avoiding The Yelp Review Filter – Yelp reviews can get filtered even if they’re legitimate. You can avoid this by doing a Google search of “business name Yelp” and sending them that link. If you send them the direct link to your Yelp profile, Yelp will know and could filter it. Ideally you would ask existing Yelpers since they are more likely to get their review posted (another factor is if their profile is filled out and Facebook is connected). You should friend your reviewers too.
11. Local Link Building
You know links are super important for your rankings, and it doesn’t have to be a pain in the ass. But yes, you WILL need to reach out to people to get these links. Here are some tips…
Ask partners to link to you
Ask sponsors to link to you
Ask suppliers to link to you
Get published by local newspapers
Get included in list articles (eg. best pizza in Chicago)
Make sure these articles include a link to your site
Find business directories and organizations who promote green businesses
Turn your business relationships into links, that’s what it’s all about
12. Targeting Multiple Locations
Create Multiple Location Pages On Your Site – sometimes you should create 1 page per city (if only 1 keyword is being search in that city), or multiple pages per city (if multiple keywords are being searched). It depends on how many keywords people search and whether you need content about different services (miami dentist vs. miami dental implants is a separate page).
Add Location-Specific Content To These Pages – your Chicago page might have photos of your Chicago office. Or testimonials from your Chicago customers. Or a Google Map showcasing your Chicago location. Avoid creating ‘search and replace’ pages (identical pages only you simply change the city name) since these are duplicate content and will not rank.
If you want to check out a great example of localized landing pages, check out Seda Dental.
Create Citations For Each Location – each location should have it’s own Google My Business page, Yelp, Facebook, and other citation profiles you can use Moz Local and Whitespark to create (see steps 4, 5, and 6). Whitespark’s citation building service will save you a LOT of time. If you do this yourself, list the specific location page (website.com/locations/chicago) when listing your website. Photos and business information should be unique to that location.
13. Measure Keyword Rankings
Google Search Console’s Search Analytics – see keywords (queries) you rank for. This ONLY measures Google’s organic rankings, not Google Maps or other search engines. So if Google Maps appear when you search your keywords, you need to measure those too (see below). You can still get very helpful data in Search Analytics using filters: click-through rates, impressions, top pages, devices used, countries, and compare your rankings to the last 28 previous days.
Whitespark Local Rank Tracker – track rankings in Google Maps, Bing pack, Google organic, Bing organic, etc. Sort by city names across multiple locations. User-friendly design and starts at $20/month for measuring up to 100 local keywords. Easiest way to measure local keywords.
14. Bonus Tips
Google Search Console – I mentioned this a couple times in this WordPress local SEO guide, but you really should take advantage of this tool. My video and Google Search Console tutorial show you how to set it up, submit your Yoast XML sitemap to Google, fix crawl errors (broken URLs), and quite a few other site optimizations. You can use it to test AMP pages, rich snippets, and find indexing, mobile, and security issues. Once signed you will need to wait around 1 week for the data to populate. But definitely revisit it and take advantage of it’s features.
Mobile Click-To-Call Button – if you’re running a website where many people call you (eg. a pizza business), adding a mobile click-to-call plugin can improve conversions but is also a ranking factor if you look at “Behavior/Mobile Signals” in Google’s local ranking factors.
Security – run your site through Sucuri security checker and the security section of Google Search Console to make sure you have no errors. Either way the best 2 things you can do is change the generic “Admin” username in the your WordPress login, then install WordFence.
Social Media – just make sure you’re active on social media, it’s 2.8% of local SEO.
Time To Get To Work
Hopefully this WordPress local SEO guide gives you some ideas! Just remember it’s not all about optimizing your WordPress site – there are many off-page factors that are just as important like Google My Business, citations, and reviews. Start cranking some of this out and within a couple months hopefully your organic searches go up (let me know in the comments)!
Need help? Drop me a line. Looking to hire someone who actually knows what they’re doing? Check out my WordPress SEO consulting services. I love when people read my tutorials so if you have a question about regarding WordPress and local SEO, I’m glad clarify your questions.
Frequently Asked Questions
✅ What are Google's local search ranking factors?
Moz reports Google's local search ranking factors every 2 years. They emphasize geo-targeted pages, directories (citations), links, and reviews.
✅ How do you optimize websites for local SEO?
Research local keywords using tools like Google Autocomplete, create geo-targeted content around those keywords, make your mobile site load fast, get relevant links, and show NAP on localized pages.
✅ What is NAP and why is it important?
NAP stands for business name, address, and phone number. This should be consistent throughout your website and citations. Google uses NAP consistency as a ranking factor.
✅ Where should I build more directories (citations)?
Moz Local analyzes 15 top citations and shows you which ones are incomplete, inconsistent, or duplicates. Whitespark also has lists of top citations for different industries and locations. Google My Busienss, Yelp, and Facebook are some of the most important, but you should built more using Moz Local or Whitespark.
✅ How do I optimize my GMB Page?
Fill out everything including including NAP, categories, descriptions, photos, categories, attributes, hours, menu, services, etc. Verify your page and answer customer questions + respond to reviews. Get a custom URL and post updates on your GMB page.
