Frequently asked questions that answer real searches
Photo: Avila Ops Tecnologia
A frequently asked questions (FAQ) section brings Google visitors only when the questions are ones people actually type, in their own words, and the answers are short and direct. Most websites have FAQs with questions the company wishes people would ask (“Why choose our company?”) and promotional answers. That appears in no search, and nobody reads it.
A well-made FAQ delivers the most return for the effort it requires. Each question is a chance to appear in Google’s “People also ask” section and be cited by AI. It also reduces service work: a question answered on the site is one fewer WhatsApp message.
Which questions belong?
Those passing two tests: someone has asked you this question, and someone types it into Google.
For the first test, the company’s WhatsApp is the source. Read conversations and note questions in the customer’s words. “Do you offer Pix installments?”, “how long until it’s ready?”, “is there parking?”, “what if I don’t like it?”.
For the second, type the question into Google. If autocomplete offers variations and the “People also ask” box appears, there is search demand. Open the box and click its questions; it expands with more related questions, the cheapest FAQ research available.
What does not belong: compliments disguised as questions (“What makes you different?”), questions nobody asks, questions answered with “contact us.” Also questions deserving an entire page, as explained in one page per question your customer asks: if the answer exceeds 150 words, it is a page, not an FAQ item.
How do I write the answer?
Short rules:
- Start by answering. “Yes, we offer up to 3 interest-free card installments on purchases above R$ 300.” Do not start with “We understand that…”
- Up to 60 words. Beyond 150, the question has become a page.
- A number and condition. Timeline, amount, limit, exception.
- A sentence that stands alone, because that is what Google and AI extract. The method is in writing for people and artificial intelligence at the same time.
- A link to the page going deeper, when one exists.
Before: “What is the delivery time? We work with the best timelines in the market, always seeking speed.” After: “What is the delivery time? In Rio Preto, we deliver within 2 business days. For the surrounding region, 3 to 5 business days through Correios. The period begins when the Pix is confirmed.”
Where does the FAQ go on the site?
Near its subject. Payment FAQs go on the payment or purchase page; service FAQs go at the end of that service’s page; company FAQs (hours, parking, contact methods) go on the contact page or a general FAQ page, like ours at avilaops.com/faq.
A giant FAQ on one page with 40 questions about everything works less well: Google does not know the page’s subject, and people seeking a specific answer cannot find it. Five to eight questions per page, all about that page’s topic, is the format that delivers.
Mark the section with FAQ structured data (FAQPage schema) if the platform allows. It does not guarantee Google prominence, since Google restricted display of this format in 2023, but helps crawlers and AI identify questions and answers.
| Where | How many questions | About what |
|---|---|---|
| End of each service page | 3 to 5 | Only that service |
| Payment and shipping page | 5 to 8 | Pix, card, boleto, delivery time, exchanges, withdrawal (7 days from receipt, Consumer Protection Code article 49) |
| Contact page | 3 to 5 | Hours, address, parking, channels |
| General FAQ page | 8 to 12 | What does not fit elsewhere, with links to those pages |
What to do now
Note your 10 most repeated WhatsApp questions and check which appear on Google. Write each answer in up to 60 words, with a number, and place it on the right page. Review every six months with new questions. If you want a site built with real FAQs on every page and Search Console to track appearances: avilaops.com/presenca-digital-para-pequenas-empresas or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
Does an FAQ help you appear on Google?
Yes, when questions are real searches and answers are direct. Each well-answered question is a candidate for “People also ask” and AI citation. Generic FAQs do not help at all.
Can I copy a competitor’s questions?
You can use them for research, but answer with your details: your timeline, price, neighborhood. Copied answers are duplicate content and rarely appear. Your WhatsApp questions are also better than competitors’.
How many questions should I have in total?
As many as actually exist. A small-business site with 20 to 30 questions across the right pages is well served. Beyond that is usually filler.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.