07/10/2026
Your best FAQ section already exists. It's just scattered across your inbox, your DMs and the notes from your last ten sales calls.
That's the easy part. Where most businesses go wrong is how it ends up on the website.
When someone asks Google's AI Overviews, ChatGPT or Perplexity a question, those tools don't read your page the way a person does. They look for a passage that answers the question cleanly, then lift it. If your website never actually states the answer, in a way a machine can pull out, you're not in the running.
So what does a "structured" FAQ actually look like?
- The question is a heading, written the way your customer would ask it. "How much does a conveyancer cost in Brisbane?", not "Our Pricing Philosophy".
- The answer starts in the first sentence. No wind-up, no "great question".
- Every answer makes sense on its own, because AI tools lift one answer at a time, not your whole page.
Now, the bit everyone's arguing about: FAQ schema. Google switched off FAQ rich results in May, so the markup won't win you those dropdowns anymore. But it's still best practice, and AI platforms beyond Google still read it. Think of schema as a clear label on a good answer. It helps machines find it. It can't turn a vague answer into a useful one.
Keyword research still has a job. It tells you which version of the question people are actually typing. But start with the real question, in your customers' real words, not the version that sounds best in a content brief.
