Blogs,Funeral

Structured FAQ Pages: Tips for Funeral Homes

You might have heard about People Also Ask questions and featured snippets. (If you haven’t, don’t worry. We’ll refresh you below, and you can also check out our post from last week for more information.)

Even after hearing about these types of content, though, many people don’t realize there are rules for creating them. If you want to get more visibility on the search engine pages by winning featured snippets or People Also Ask questions, find out more below.

What Are Featured Snippets and People Also Ask?

A featured snippet is the answer box at the top of the Google search results for certain queries. People Also Ask questions often show up on the first page of search results as a box of questions related to the query. When you click on one, Google shows a snippet from what it deems a very relevant page that answers the question.

Benefits of Showing Up in These Places

  • You might show up more than once on the search results page, increasing your chances at getting a click
  • These areas are more likely to catch the searcher’s eye
  • Showing up in rich results drives brand authority — if Google thinks you answered the question best, consumers are more likely to believe in your expertise

Rules for Creating FAQ Content

To boost your chances of showing up in these rich snippets make sure your funeral home FAQ content adheres to the following guidelines from Google:

  • The FAQ doesn’t support user comments or additions. It’s a question and answer that comes from your site directly. For example, if someone asks, “How much do funerals usually cost?” in the comments section of your blog and you respond there with an answer, that doesn’t count.
  • The FAQs are structured as questions followed by answers.
  • You use markup to indicate what content is the question and what is the answer.
  • If you repeat Q&As exactly on various site pages, you can only mark up one instance on your site. For example, you might have a FAQ for “What types of caskets are available?” on both burial and memorial landing pages, but only once can be marked up as an official FAQ for search engine purposes.

Google provides specific coding requirements for marking up FAQs and other rich content. A FAQ would look like this:

 

“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “What is the average cost of funerals”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “<p>The average cost of funerals in the United States runs between $7,000 and $12,000. That includes a casket, preparation of the body, a basic funeral service with viewing, and burial</p>”

 

Don’t worry. You don’t have to learn to speak a new language of open brackets and quotation marks. Your SEO or marketing agency can help.

For funeral home marketers, the takeaway is this: Rich FAQs can be important marketing tools, but they take a bit of know-how to create. If you’re working with a marketing agency, talk to them about rich results and whether they’re following Google guidelines for FAQs.

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