Why does my business need a robust FAQ Management System?

When Google rolled out BERT towards the end of 2019 and the latest SMITH algorithm at the start of 2021, the writing was on the wall, they had moved past indexing keywords, and optimizing for entities are well in place - with long-tail and conversational queries being the focus. With BERT able to understand the context and nuances of words strung together in a sentence and the SMITH algorithm taking it to the next level with its understanding of passages and sentences strung together, it’s safe to say that the giant search engine is well equipped to pick out relevant content in a conversational tone that suits online queries. This is where FAQs come into the picture and are an integral part of a business’s strategy to reach its potential customers on the web as well as through voice search. 

The format or nature of FAQs match ‘long-tail' and ‘conversational’ voice search queries. In addition, it syncs with the informational intent of searchers- which drives 80% of the queries online. Due to the synergies voice search and FAQs share, FAQs are often picked up as preferred voice answers. In addition, submitting FAQs as a voice action to voice assistant improves the chances of your business being the most relevant answer. That said, the perks of having FAQs don’t stop at voice search visibility alone.

Why getting FAQs right matter for businesses?

While having FAQs that suit voice search queries and the question-answer format of search queries is of prime importance, they address many other facets of a business that are note-worthy: 

  • FAQs help improve your website’s visibility in search through SERP saturation - in the People Also Ask (PAA) section, images, Local 3-Pack, or as FAQs on search



  • FAQs when managed well across channels create a consistent brand identity and instill trust in potential customers and the search engine as well - improving your E-A-T (Expertise-Authority-Trust) as per Google’s Quality Rater Guidelines

  • Imagine the frustration of customers when they search for information about a business and do not get it. Businesses can pre-empt that by proactively publishing answers to commonly asked queries as FAQs and thereby deliver a superior customer experience
  • Having FAQ answering the common questions will reduce the load of sales and support teams of businesses who would have otherwise spent hours responding to the same repetitive question to different customers

Milestone Research found that businesses managing FAQs efficiently will result in:

  • 42% better CTR on Mobile devices 
  • 70% more likely to show up in People Also Ask 
  • FAQs with FAQ schemas achieve an average of 5.5 position better rank 
  • 11.5% increase in impressions



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