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How to Add FAQ Schema to Any Page Using Google Tag Manager [Easy Guide]

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How to Add FAQ Schema to Any Page Using Google Tag Manager [Easy Guide]

Rhys Davies
How to Add FAQ Schema to Any Page Using Google Tag Manager [Easy Guide]

Google recently announced that they will be supporting the new How-To & FAQ structured data markup within Google Search and Google Assistant; this will allow webmasters to further enhance their search engine ranking positions (SERPs), along with providing more ways for users to access content from websites.

While implementing FAQ structured data may not lead to higher ranking positions; it can lead to capturing more visual real estate within your target SERP, leading to a higher click-through rate, giving you the competitive edge against your rivals.

In this guide, I am going to show you how to add, test and validate FAQ schema code on any web page without the need of a developer or any coding knowledge!

I have already seen early adopters take full advantage of this markup, with FAQs being shown quite prominently for highly commercially searched for keywords:

Example 1:

Car Insurance Quotes - FAQs within SERPs “Car Insurance Quotes” - 200,000+ avg. searches per month.

Example 2:

Medical Travel Insurance - FAQ within SERPs “Medical Travel Insurance” - 8,000+ avg. searches per month.

Before we dive into the implementation, It is important to note the below quote from Google:

“Using structured data enables a feature to be present, it does not guarantee that it will be present. The Google algorithm tailors search results to create what it thinks is the best search experience for a user, depending on many variables, including search history, location, and device type. In some cases, it may determine that one feature is more appropriate than another, or even that a plain blue link is best.”

— Google: https://developers.google.com/search/docs/guides/sd-policies

Step 1: Ensure Your On-Page Content Structure Meets Google Guidelines

The first step is simple; your on page content structure needs to meet Google's guidelines for FAQ rich snippet results to be shown within SERPs for your website.

Google has a clearly defined list when it comes to FAQ structured data; below is a screenshot of what you should and shouldn't do.

Google Content Guidelines - FAQ

I have purposely chosen to show two different examples of page layouts; both of the pages are correctly structured, validated, and showing within SERPs.

Example 1:

This website has chosen to display the questions & answer using columns.

FAQ Example 1 Source: Money Expert

Example 2:

This website has chosen to display the FAQs using "hidden" text using an accordion dropdown.

How to Add FAQ Schema to Any Page Using Google Tag Manager [Easy Guide]. Image 4

To validate FAQ schema correctly, the content needs to be in within the source code of the HTML page, but also accessible by users.

Step 2: Create the Necessary JSON-LD Code

Now it is time to create the actual code needed for the FAQs to appear within SERPs.

JSON-LD is a scripting language that allows publishers to communicate vital information to search engines and is Google's preferred markup for structured data.

We currently prefer JSON-LD markup. I think most of the new structured data that are kind of come out for JSON-LD first. So that’s what we prefer.

— John Mueller - Google Webmaster Trends Analyst

Overall the code for FAQ schema is super easy to create; you just need to ensure the copy is the exact same as it appears on the webpage.

On Page FAQ Example:

Godaddy FAQs Source: Godaddy

FAQ Schema Code Example:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "INSERT QUESTION TEXT HERE",
"acceptedAnswer": {
"@type": "Answer",
"text": "INSERT ANSWER TEXT HERE"
}
}, {
"@type": "Question",
"name": "INSERT QUESTION TEXT HERE",
"acceptedAnswer": {
"@type": "Answer",
"text": "INSERT ANSWER TEXT HERE"
}
}, {
"@type": "Question",
"name": "INSERT QUESTION TEXT HERE",
"acceptedAnswer": {
"@type": "Answer",
"text": "INSERT ANSWER TEXT HERE"
}
}, {
"@type": "Question",
"name": "INSERT QUESTION TEXT HERE",
"acceptedAnswer": {
"@type": "Answer",
"text": "INSERT ANSWER TEXT HERE"
}
}, {
"@type": "Question",
"name": "INSERT QUESTION TEXT HERE",
"acceptedAnswer": {
"@type": "Answer",
"text":"INSERT ANSWER TEXT HERE"}
}]
}
</script>

When creating your own JSON-LD code you will have to change the above elements to adhere to your on page FAQ copy.

By default, Google shows the first three FAQs within SERPs. I haven't seen any specifications on the limits of FAQs at this time. However, from the examples I have seen, Google displays a maximum of ten FAQs, followed by a read more link into the web page.

10+ FAQs Leads To A Read More Link Source: Google Search "Car Insurance Quotes"

Implementing schema through Google Tag Manager is not the ideal method. It should be done at a template level, especially if you are looking to scale this across hundreds of pages. If you are using WordPress Gutenberg, Yoast SEO has created a guide on that here.

However, I recommend using this method if your developers have a backlog of fixes to get through, or you have restricted access to the development platform. I have found that this method of implementation can usually end up being the most cost-effective and quickest way. 

Step 3: Google Tag Manager Setup & Testing

This step is crucial to implementing the markup correctly on the desired web page. I have made a short video and listed the steps below to make it nice and easy.

  1. First, open up Google Tag Manager and head over to variables on the left-hand menu, click configure and ensure you have "page path" selected.
  2. Next step, click back to overview and select "Add a new tag".
  3. Name the tag something relevant that will make sense to you in the future. Then select the custom HTML tag and paste in the code you have generated.
  4. Then we need to make sure this code only fires on the correct landing page; to do this, we need to create a trigger.
  5. Call the trigger something you can easily recognize in further, for example, "SEO Pageview", then choose the Page View trigger from the list options. 
  6. Once selected, make sure you click "some page views", which will give you further options.
  7. Choose "page path" and select "equals" and enter in the URL slug. 
  8. Click save and save again, and that is how you create the relevant code setup. However, we need to test this before publishing to a live environment. 
  9.  Now comes the exciting part, testing and validation!  Click "Preview" on the top right, which will bring up an orange bar.
  10. Then in a different tab, load up your website, and you should see the tag that you created appear under "Tags Fired On This Page".
  11. You can then click into the tag and see the relevant code you added along with the trigger.
  12. I recommend navigating to a different page to ensure it doesn't trigger the code on any other pages, as this will confuse Google.
  13. Once you are happy with the tags firing on the correct pages, you should publish your workspace, so the tags are deployed into the live tag manager on your website.

Now the moment of truth!

Head over to Google's Rich Results tool and enter the URL(s) you have added FAQ schema: https://search.google.com/test/rich-results

If you have done everything correctly, you will see a green tick next to "FAQ" and be able to preview what the page would look like within SERPs.

Validating FAQ Schema

The above steps can be taken to implement any type of schema on your website without the need of a developer, which is a massive plus for us SEOs with client/development restrictions. Google has a massive library of rich snippets they support

Conclusion

Google seems to be craving this type of markup at the moment and rewarding websites which are utilizing it. This makes business sense, as they are trying to gain more information for their ever-expanding assistant technology.

A valid concern some users might have is that you are making all the information accessible directly from the SERP, which might not lead to a website click.

However, in my opinion, other rich snippets have been proven time and time again to actually increase click-through rate, so I still recommend jumping on the bandwagon. If you don't utilize this, you can bet that your competitors will! 

In the future, I suspect Google will become a lot more selective when showing this type of markup as it becomes more widespread, as it can be a considerable disadvantage to other websites within SERPs. It is interesting to think about what would happen if all the top ten results utilized this markup answering similar questions; how would Google decide which website deserves for it to be shown? Or would Google choose not to show anything at all due to a high competition?

In hindsight, I wish I had more tangible data on how effective adding this markup is on improving your click-through rate within SERPs. I will be measuring this across my clients and will report back in future, If you come across any case studies, be sure to leave it in the comment section below!

I really hope you enjoyed this guide and learned something new, please let me know if you have any questions and planning to have a go at this yourself.

Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Rhys is the Founder and Managing Director of the independent digital marketing agency Searchable.

Rhys gained his SEO expertise by working with small to large scale international businesses within almost every sector you can imagine, exposing him to all types of SEO issues which he had to overcome.

Over the past six years, Rhys has worked his way up the corporate ladder from an SEO apprentice to SEO account director, spanning across multiple fast-paced agencies, but recently decided it was time to start his own agency.

Throughout his career, Rhys has devised countless successful search strategies, leading him to win multiple B2C search awards for clients along with personal awards such as “Young Search Professional” during the European Search Awards in 2017.
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2000
Val
Newcomer

Either just recently joined or is too shy to say something.

OK Rhys,

That's a great article but get somehow confused. You'll see a LOT of SERPS with "People Also Ask" which come not from dedicated FAQ pages, but from sections of whole pages. So, how to get there??
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Val
Hi Val, these are two completely different search elements.

The "people also ask" boxes are pulled from muliple relevant sources in Googles index, more often than not from websites ranking in position 0 (answerbox) for that relevant question.

Whereas the FAQs dropdown in search are pulled directly from your own onpage content.

Hope that helps clear things up!
Shivbhadrasinh Gohil
Newcomer

Either just recently joined or is too shy to say something.

Thank you, Rhys, for this actionable guide. I've just implemented successfully on my site. Let's see if Google picks it up :)
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Shivbhadrasinh Gohil
You're welcome! Hope it starts appearing for you soon 🤞
Dennis Vera
Newcomer

Either just recently joined or is too shy to say something.

I'm a little concern on how it may affect the overall CTR but you'll never know until you do your own test... am I right?
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Dennis Vera
Hi Dennis, It's worth testing, at least in my opinion. I'm keen to hear how it affects your CTR, keep me updated!
Newcomer

Either just recently joined or is too shy to say something.

Hey Rhys,

Nice post...I started on the rollout of FAQschema when I saw your LinkedIn post a week or two ago!

Seen some good success when adding links within the answer content section...internal links to conversion led landing pages, CTA landing pages or external links to ORM platforms such as Google reviews, TrustPilot etc.

One question, however, is it possible to achieve the FAQschema rich snippet for homepage SERPs? I have tried but nothing yet and have not seen any other examples!

Thanks,

Akash (not Sam!)
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Samuel Trousdale
Hi Akash, good to hear that you've seen some success using this markup!

Yes, I am seeing the same at the moment, I haven't seen FAQs appear on homepage URLs as of yet, even though they have been marked-up with the relevant code.

I'd suspect this is something to do with the user intent behind the search queries, aka not being relevant enough to show FAQs.
Jitendra Dabhi
Newcomer

Either just recently joined or is too shy to say something.

Thanks for sharing such great information. I will implement for my client website and hope this will help my user.
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Jitendra Dabhi
Thanks Jitendra, let me know how it goes!
Guy Krenn
Enthusiast

Occasionally takes part in conversations.

Thanks for this post! I got to work on this today.

I can't get the green checkmark from the URL inspection so I must have done something wrong. It's difficult to pinpoint given that Google Tag Manager confirms that existence of the tag, trigger etc.

Back to the drawing board. :-)
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Guy Krenn
Hi Guy, Interesting it didnt work, did you make sure you published the tags once you added them?

Depending on your GTM access level it may need to be approved by an admin before it get published into the live container, so it's worth investigating if that is the problem.
Guy Krenn
Enthusiast

Occasionally takes part in conversations.

Rhys Davies
Thanks, Rhys. I think it may be a WordPress problem. I'm going to try the alternative to GTM.
Guy Krenn
Enthusiast

Occasionally takes part in conversations.

Rhys Davies
Hey Rhys, just a quick question if you don't mind. Should the context line in the code be the specific URL of the FAQ page such as books . com/Novel-184 or should it simply be books . com?

(I broke the URLs up with spaces to avoid the warning from SEMRush about posting links.)
Kevin Kapezi
Newcomer

Either just recently joined or is too shy to say something.

Nice post on here! It's an interesting schema type that not a lot of businesses seem to have picked up on yet. Great for extra visibility and at least Google maintains the links to the actual publisher of the article. Hopefully, Google doesn't choose to link to competitors instead within the SERP feature
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Kevin Kapezi
Thanks Kevin glad you enjoyed the post! I don't think that would be likely, but who knows in future, I remember there being a big discussion when answer boxes would show the copy from one website and an image from a competitor website. However, I haven't seen that in quite a while personally.
Paul Lovell
Pro

Asks great questions and provides brilliant answers.

Thanks for sharing, I have not started using this type os schema yet but I certainly will now
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Paul Lovell
No problem, let me know how it goes Paul!
Saijo George
Enthusiast

Occasionally takes part in conversations.

I don't think Google’s Structured Data Testing Tool will pick up the JSON LD code fired through Google Tag Manager. You can use something like this https://saijogeorge.com/json-ld-tag-manager-fix/ to convert the JSON-LD code to a format that Google SDTT can pick up on
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Saijo George
Hi Saijo, correct, the structured data tool will not pick this up at the moment. However, I recommend using the following tool highlighted in the post to test any code implemented via Google Tag Manager: https://search.google.com/test/rich-results
Website Design Toronto
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Either just recently joined or is too shy to say something.

I would like to really appreciate your blog content. Thanks for sharing about "How to Add FAQ Schema to Any Page Using Google Tag Manager ". Really I have no word to appreciation. And thanks again.
Rhys Davies
Expert

Provides valuable insights and adds depth to the conversation.

Website Design Toronto
Glad you enjoyed the post!

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