How to Optimize Content for Questions


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Man holding paper with question mark.

You go to Google and type “How do I grow my online presence?” Once the search results populate, you’ll click on the first or second result. Your audience is going to Google and asking questions too. If you’re not the one answering these questions, you’re losing potential clients. 

Romain Berg can teach you how to optimize your content for questions to help turn those potential leads into sales. Fill out our contact form if you want to have incredible content  and boost your business.

Google is Getting Better at Answering Questions

Man typing on laptop with question mark heart hologram screen over keyboard.

The best way to describe it is that you can start treating Google like it’s an old friend. The Google BERT update gave Google a better understanding of language. Instead of thinking of the best way to type your question, you can simply type it out as if you’re asking one of your friends. 

I am sure you’ve also noticed that Google will now suggest different search terms. These suggestions are frequently asked questions. Google now analyzes search queries differently and isn’t just looking for a better way to word questions, but better ways to answer them. 

How Do You Optimize Your Content for Questions? 

How to optimize your content for questions

Now you understand that Google is looking for questions to answer and trying to provide better answers for their users. It’s quite simple to optimize your content for your audience. But first, you want to know the questions that your audience wants to have answered.

Keep in mind that researching questions is a continuous process. You want to keep discovering more searchable questions to add to your list continually.

Create a List

a check list illustration

First, have a seat and brainstorm a list of questions that your audience has. Let’s discuss a few ways you can do this. 

Talk to Your Audience 

Reaching out to them is the best and most valuable way to determine what questions you should answer with your content. Find out if they have any questions about the services or products you provide. One of the easiest ways to reach them is through various social media platforms. 

You can create Facebook or Instagram polls, where they can give you instant feedback. If you’re not on social media, you can reach out to them in real life. You can create simple surveys to hand out to clients to gather more research. 

Use the Data You Already Have 

You can discover what your audience is searching for by looking at the data from your website’s internal search function. In Google Analytics Behavior, you’ll go to Site Search, and then Search Terms. Here you’ll find a list of the terms that people have internally searched on your site. 

Have you covered everything that is being searched regarding your website? Are you providing them with all the answers?  

Use Your List to Rewrite Content

a laptop that reads "edit content" on the screen

Now that you have created your list of questions, you can start working on answering them. Answering these questions can be done through writing blogs and articles that provide the answers.

Another option is to update already existing content to answer them. Rewrite your content, so it answers the questions on your list. You can even use these questions as your keyword phrases. They may be a little long-winded, but they increase the conversation value. 

Use a FAQ Schema

Dice that read "Faq"

Another way to boost your Google ranking is to implement an FAQ schema. An FAQ schema uses coding to tell search engines that your website’s content is formatted for questions and answers. 

FAQ schemas allow you to have a collapsible menu of frequently asked questions that appear under your SERP in a rich text format. When an audience member clicks a question, the answer is shown. 

How do You Implement a FAQ Schema?

You don’t have to be a coder to create your FAQ schema. There are several free tools at your disposal to help generate code for your website. 

Here are two free generators to help you create the code you need:

Google has Schema Guidelines

business hand clicking FAQ or Frequently asked questions button

As with anything, there are rules. Google has a list of content guidelines for FAQ pages. 

An FAQ page is not the same as a Q&A page. If you want to create a page where people can post alternate answers, follow the QA page’s guidelines

Correct FAQ uses:

  • An FAQ page that is written for the site and doesn’t allow multiple alternative answers
  • It can also be in the form of a product support page with FAQs. 

Incorrect FAQ Uses:

  • Any forum, product support pages, or product pages that allow users to submit multiple questions or answers

What are the Benefits? 


Why would you want to go through the trouble of creating an FAQ schema? The answer to this question is to stand out from the rest. 

Increases Your Visibility on the Results Page

When you implement an FAQ schema, your search result occupies an extra listing on the SERP. When you occupy more real-estate on Google, you can potentially push your competitors to the next page. 

Enhances Your SEO Results Because of Targeted Content

By using a FAQ schema, you differentiate your FAQ page from the other content in your HTML. Therefore making it easier for your audience to understand and easily navigate your website. 

Increases Your Click-Through Rates 

When you take advantage of FAQ schemas and create a page that is clear and easy to navigate, your audience has an enjoyable experience. When your audience enjoys being on your website, it can increase your click-through rates. 

Getting to know your audience and optimizing your content for questions will help boost your website’s visibility and user interface. If you’re tired of spending time researching how to get results, Romain Berg is here to help you. Fill out our contact form if you want to optimize your content for questions and better boost your business.

About the Author

Sam Romain

Sam Romain

Digital marketing expert, data interpreter, and adventurous entrepreneur empowering businesses while fearlessly embracing the wild frontiers of fatherhood and community engagement.

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