Questions (and their answers) are an important part of SEO and GEO right now. It makes sense, as the many people tend to use search engines and AI tools more like this:
What's the best buy-it-for-life camping brand?
Than like:
Camping gear lifetime warranty
Adding questions and direct, clear answers to your site is a good technique for getting your content cited in the AI Overview or the "People Also Ask" sections in Google results. ChatGPT and Perplexity like this type of content, too.
But as with nearly everything in SEO, it's entirely possible to have too much of a good thing.
What's the right way to use FAQs for SEO?
You should use FAQs only where they make sense naturally on your website. And you shouldn't limit yourself strictly to sections labeled "FAQ," either. Instead, you can naturally work questions into your content — just make the question an H2 or H3 subheading in an article, then immediately answer the question after the subhead (this is key).
If you want an example, reread the subhead and paragraph above one more time. It's structured exactly as I instructed. 😃
How not to use FAQs for SEO
What you don't want to do is put FAQ sections on every single possible page. This looks forced, unnatural, and can read as an "SEO grab" to both people and search engine indexing bots.
What you really really shouldn't do is add FAQs to every page and then apply FAQ schema to each one. FAQ schema should only be used on truly informational, non-sales pages. (It's technically meant for healthcare and government websites, but some people have found it helpful to put this schema on their company FAQs.)
If you have FAQ schema on sales pages, it can mess up your SEO performance over time.
Ultimately, you want to get the most benefit out of using questions and answers for SEO you need to:
- Make sure they're real questions
- Provide an actual answer — don't just lead into a sales page or demo booking form
- Use the questions as naturally as possible in your content
This is the exact approach I take with my clients when writing content that winds up in the AI Overview and ChatGPT results within just hours of publication. It's natural, it's human-focused, and it's simple—no stressing over code snippets required.