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A while ago I wrote a post explaining what Schema (structured data) was, what it was for and so on. The beginner guide you could say...

Well, for those who enjoyed that or those who like clicks from SERPs a new data type was released for FAQ and Google have been doing something very interesting which benefits those who add the schema to their pages, however it does come with some unexpected consequences which will be explained.

What is schema?

I'm not going to explain this again, if you have no idea what I am talking about please go and read this post to catch up.

Ok so out of all the data types, why does FAQ schema matter so much?

It's all about the screen real estate Google is giving to those who have this on their pages.

Not only do you get a normal SERP position, you may even have the featured snippet already... You can now add FAQ questions directly under your result. This is good because:

  • It makes your result stand out
  • It pushes those under you further down the page
  • It makes you seem trusted by Google

If a user clicks on one of these questions you add the answer is shown below like this:

You can put a lot of content in there, format with HTML and even add links...

This sounds 100% good right?... Wrong

So what are the downsides?

If you're going to put the information that users want directly in the SERP, why the fuck would they click your page after reading it?

We see this exact case here...

Impressions going up (Google loves this data) and clicks going down...

So you need to be careful in how you use this exactly. If you're doing non-commercial content such as sharing information about your returns policy or business phone number this kind of thing might not matter (although, unlikely... try telling your boss less traffic is an improvement). If your website revenue depends on the click be very careful and consider the outcome, don't go in with your dick out doing this for every page...

Remember though, you can put links in the answer section... If you do affiliate marketing your dick should be hard as fuck right now.

Is this the same as the people also ask feature?

No, but it works in the same way (drop down answer) and looks similar. But this is not what I am talking about.

FAQ Schema/Structured Data Tutorial

Adding this data to your page is really easy.

We are going to be using JSON-LD because it's the easiest to work with. We also need to keep in mind that FAQ Schema is brand new, it doesn't seem like Rank Math supports it yet so WordPress users, I will show you how to do this.

Everyone else, you will have to work out how to add the nesscessary code to your pages, it will vary between system to system but you should know how to add code snippets... Come on.

Step 1: Here is your blank template, add your questions and answers.

It's pretty simple to do. Here is some example code for your Schema. Replace the dummy content with your content and go wild.

Remember to avoid issues, use single quotes when adding links as the example shows.

<script type="application/ld+json">
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "THIS IS THE QUESTION?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "This is the answer, <strong>bold text</strong> and that is that. So new line.<br /><p>Do not order hookers online, they never look like their picture. <a href='http://blacked.com/gregs-wife'> Click here </a> to see a nasty girl.</p>"
  }, {
    "@type": "Question",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "This is a normal text answer with no big features like links, bold, new line or anything else."

Step 2: Add this to your page

This will depend on your websits tech stack...

Step 2a: For most websites.

For those that don't run WordPress, simply add this code snippet somewhere on your page. It should not matter where, I usually add my JSON-LD to the header because it's easier to organise but it's not so important.

You may want to do this by creating a plugin for your CMS, you could even use Google tag manager if developers won't let you edit code.

Step 2b: For WordPress

Because I am a white man and I am using GeneratePress with it's great elements feature... Adding code snippets to the header is easy.

Simply add a new element, add your code snippet to the code editor and give it a name. Then head to display rules and set location to Post.

You will then have the option to pick the specific post this is for, do that. Running generic FAQ schema on every page is 100% retarded.

Then make sure it's enabled for all users.

For people NOT using GeneratePress, you should probably kill yourself but first do this... At least leave the world as a man who conquered FAQ schema!

You can do the same thing by adding functions to your themes function.php, you should be using a child theme...

function faq_schema() {
  if (is_single ('9999999')) { 
        // your schema goes under here
add_action('wp_head', 'faq_schema');

You need to add in your schema where the comment is and change the post ID from "9999999" to whatever your pages post ID is.

You can find your post ID by going into the post you want the ID of and hover over the title of a post, the ID will be in the bottom left of your browswer in the link.

Remember to clear cache when making changes to live pages or they won't show up and then manually go and check the code actually outputted on the page.

Step 3: Lets test the Schema

Google have a schema testing page here:

It has some issues, but we won't go into them. Enter your URL and click run test.

Once complete take a look at the right hand side of the screen, it should output all your schema.

If you see no errors or warnings, move on to the next step otherwise you need to work out what you fucked up.

Step 4: Get your page crawled again

It's time to let Google know about your updated page, so if you have search console set up you can let it crawl again and wait for it to be accepted. I've found that 95% of the pages I have requested this for have been accepted immediately and the schema showed up in the serps right away.

If you don't have search console set up you may need to wait, or just throw some links at the page and see what happens.

What specifically have I used this for?

I run affiliate sites, I have a bunch of websites that rank #1 for a bunch of things. Amazing right?

I've used this to push down competitors in SERPs and I fucking dominate the keyword and get around 80% of clicks.

I own:

  • The featured snippet
  • #1 result
  • FAQ markup underneath

Some of this is broken up by "people also ask" boxes which is annoying...

But I own the top 1500 pixels of the SERP for a whole bunch of good Amazon keywords now. This is fucking gold.

Competitors don't have a chance of taking this from me.

Yeah but won't this lead to no clicks like the lady above on twitter?

It depends on what you do, so far no.

My questions are fairly generic such as "which is the best product?" and "what is the cheapest product?"... In the answer I give a model name linked to that product review on my website.

The answers don't actually anything.

Won't SEO's ruin this and Google will then take it away?

Yeah probably, it's what we do.

Can I add stupid FAQ schema?

Yes, you can ask almost anything. I've added some stupid schema to this particular post... Look it up in SERPs and see what happens (use inurl: opperator).


If you're already ranking for a bunch of stuff and want to assert further control on keywords, get the fuck on this. It's powerful.

But remember:

  • Don't use the FAQ schema to actually answer anything or users won't click.
  • Just take the piss fuck it, Google will probably remove this anyway.
Users Who Have Downloaded More RAM:
August R. Garcia (3 years ago)
Huevos Rancheros (3 years ago)
yottabyte (3 years ago)
🐏 ⨉ 3
Posted by Hash Brown 3 years ago

Edit History

• [2019-08-07 12:26 PDT] Hash Brown (3 years ago)
• [2019-08-07 12:26 PDT] Hash Brown (3 years ago)
• [2019-08-07 12:26 PDT] Hash Brown (3 years ago)
• [2019-08-07 12:26 PDT] Huevos Rancheros (3 years ago)
• [2019-08-07 12:26 PDT] Huevos Rancheros (3 years ago)
🕓 Posted at 07 August, 2019 12:26 PM PDT

Read More:
Profile Photo - Hash BrownHash BrownInternet ActivistEnglandStaff
Users Who Have Downloaded More RAM:
Whisky Fren (3 years ago)
🐏 ⨉ 1
Posted by Hash Brown 2 years ago

Edit History

• [2019-08-16 9:12 PDT] Hash Brown (2 years ago)
🕓 Posted at 16 August, 2019 09:12 AM PDT


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