FAQ schema (formally, FAQPage structured data) marks up question-and-answer content so Google can show individual FAQs expanded directly in search results — the list of questions that open and close beneath a search result, before the visitor even clicks to the page.
What It Looks Like in Search
A search result with FAQ schema shows the page title and description, followed by 2-3 expandable questions. Each question opens to show the answer. This takes up significantly more space in the search results page, which is why FAQ-enhanced results often have higher click-through rates even at the same position.
Requirements
- The FAQ content must be visible on the page — don't add schema for questions that aren't shown to visitors.
- Questions and answers must be genuine, useful content — Google may not show rich results for low-quality FAQs.
- The page should be the authoritative source — FAQ schema is intended for content where one organisation is answering questions.
How to Create FAQ Schema
- Open FAQ Schema Generator.
- Enter each question and its answer.
- Copy the generated JSON-LD code.
- Paste it into your page's HTML, inside a
<script type="application/ld+json">tag.
The generated code looks like: ``html <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [...] } </script> ``
Adding It to Different Platforms
- WordPress: paste the script block into the page's HTML editor, or use a plugin that supports custom head code.
- Custom HTML: place the
<script>block in the<head>or at the end of<body>. - Shopify: use a theme section or a code block in the theme editor.
After Adding
Test the page with Google's Rich Results Test to confirm the schema is valid and error-free. See how to test your structured data. For the broader context of what schema does, read what is schema markup? A beginner's guide.
Writing FAQs That Google Shows
Google's selection of which FAQ pages to show in rich results isn't fully documented, but the pattern in practice is: pages where the FAQs directly address common search queries about the topic, where the answers are genuine and reasonably detailed (not one-sentence non-answers), and where the page itself covers the topic with some depth. Pages that add FAQ schema to a thin page or write FAQ content purely for the schema tend not to get the rich result. Write the FAQ section for visitors first — questions they genuinely ask, answers that genuinely help — and then add the schema to represent that content. For the broader context of structured data and why it matters, see what is schema markup? A beginner's guide.
