Adding FAQ Schema SEO Split Testing Lessons from SearchPilot

Adding FAQ Schema SEO Split Testing Lessons from SearchPilot

FAQ schema is a form of structured markup that can get rich snippets in search results. It was released in 2019 and allows web pages to mark up FAQ content on their web pages so that it appears for users in the SERP (Search Engine Results Page). When implemented, it can transform your web page’s search result to look like this:

Example of FAQ rich snippet

Not only can these rich snippets readily provide informative content to users, they also created quite a buzz in the industry when SEOs discovered they could be used to take up more real estate on the SERP, pushing competitors further down the page.

In August last year we shared our first case studies from testing FAQ schema, where we reported that we had seen uplifts in organic traffic ranging from 3% to 8% despite the concerns of ourselves and others that this new search feature was going to negatively impact organic click-through-rates.

They were exciting results, but a lot has changed since then. First, since we published that case study Google made some changes to FAQ schema implementation. Gone are the days where you can go wild on the SERP with price, and review, and FAQ schema and get rich snippets for all of them. Today, aside from some rare edge cases, Google only allows you to have either price and review snippets or FAQ snippets:

FAQ Only