How To Add FAQ Schema To A Squarespace Site

Adding structured markup (or ‘schema’) is beneficial for all types of websites, from small local businesses (e.g., neighbourhood pizzeria) to large eCommerce businesses (e.g., Amazon.com).

Squarespace is rarely my CMS platform of choice. I always recommend a custom WordPress build over website builders such as Squarespace, Wix and Weebly. I’ve explained my reasons why I choose WordPress in a previous post, you can read it here – ‘Squarespace Versus WordPress – Why WordPress Is Better’.

To my surprise, when I was looking for a tutorial on how to implement FAQ schema for a client’s Squarespace site, Google search came up empty. So in an effort to help others facing the same question, I wrote this guide for you.

What Is Schema Markup And Why Is It Important For SEO?

If you have ever searched for a recipe on Google, you have come across schema markup.

recipe pages utilizing AggregateRating schema and BreadcrumbList schema - both are displayed in Google SERPs
Structured data can sometimes be featured on Google SERPs and thus, can act as a positive CTR factor

In the above screenshot, there are two visible structured markup: (i) BreadcrumbList and (ii) AggregateRating. Upon clicking through to the taste.com.au cheesecake link and putting it through Google’s Structured Data Testing Tool, you can see the actual schema markup in use.

An example of Recipe schema being used on taste.com.au

When Google crawls a web page, it wants to find out what a page is about. Googlebot cannot view a webpage like human eyes. Instead, it can only process HTML in order to figure out important details such ass the content, date published, author, and context to help it index it.

Schema markup, or structured data, is a way to better describe your content for Google to understand it.

Google prefers structured format to be in the form of JSON-LD.

Schema markup is not a directly ranking factor but it does play an integral part to SEO. Nobody knows how many pages Google crawls per day but it is probably a very high number given the amount of new pages are created every single day. Running these crawls costs Google time and resources, therefore, it will favor sites that make it easier for it to decipher what each page content is about so that it can index the page accordingly. By implementing the appropriate schema, you are giving your site an advantage over other competing pages.

SEO Blueprint

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What Schema Should I Be Using?

Schema.org adds new schema markup on a continual basis. It will also, under advisement, deprecate schema that can be better served by another.

At the time of writing, not all schema markup found on the schema.org website is being adopted by search engines such as Google. For example, FAQ schema only started being featured on SERPs earlier in June 2019.

Depending on your business model and the type of business that you run and/or manage, the list of relevant schema markup will differ from business to business. For example, an online store will not require LocalBusiness markup while a business with a retail brick and mortar store should be utilizing the LocalBusiness markup.

Similarly, an online store with e-commerce should invest in marking up individual product pages to help search engines easily understand and promote the page’s content in its SERPs.

All businesses should, however, implement Organization schema markup. However, you should only implement this on one page, not mutltiple and certainly not across every single web page! For most brands, Organization schema belongs on the homepage or on the contact page.

Some other schema markup you should consider include:

  • BreadcrumbList schema
  • Blogpost schema
  • Course schema
  • VideoObject schema
  • LocalBusiness schema
  • Product schema
  • FAQPage schema

What Is FAQ Schema And What Does It Look Like?

FAQPage schema contains a list of questions and answers pertaining to a particular topic. When FAQPage schema markup is implemented on a web page, it may be eligible to have a rich result on Search (as seen in the below screenshot).

example of FAQPage schema showing up as a rich result as part of the SERP
When triggered, FAQ schema looks like this on Google SERPs

FAQ rich results are available in all countries and languages where Google Search is available. This feature is available on desktop and mobile devices. A maximum of 10 questions and answers are visible and when used strategically, can encourage users to click through to your site.

Google content guidelines specify that all FAQ content must be visible to the user on the source page. That is, every question and answer in the markup must be reflected in the content of the corresponding page. Read the full content guildlines for FAQPage scheme here.

The easiest way to create FAQPage markup is to use a FAQ schema generator. My go-to schema generator is technicalseo.com.

How Do I Add FAQ Schema In Squarespace?

In this tutorial, you will learn to generate JSON-LD markup via a schema generator and insert the code via Page Header Code Injection.

1. Log into your Squarespace account.

Squarespace backend – you will need admin access

2. Select a page to add FAQPage schema. Whilst you can choose to add FAQ schema to your homepage, please be aware that rich results will not appear for the homepage. I recommend adding FAQ schema to an About, Contact or FAQ page.

3. Write at least 3 questions and corresponding answers on the selected page. If you have an existing frequently asked questions section, leave the content as is. All you will have to do is to generate the markup code.

When adding questions and answers to your page, format it so that the information is easy to read. For example, you may consider using <h3> or <h4> tags for the questions or applying bold formatting to the question.

Answers can be one sentence long or span multiple paragraphs. In the below screenshot, you can see that we have included a number of relevant questions and answers about Ovolo Woollomooloo.

Actual questions and answers that we will then use as the source for FAQPage schema

4. Publish the page. Once you are done with inserting the questions and answers on your selected page, click SAVE to make the changes live.

5. Use a schema markup generator. In a new tab/window, go to https://technicalseo.com/tools/schema-markup-generator/. This is ensure that the syntax of the JSON-LD is accurate. In the top drop-down box, select FAQ Page.

schema generators are a better way at creating error-free JSON-LD markup than hard-coding it yourself
Use a free online schema generator to create error-free JSON-LD structured markup

6. Copy/paste the first FAQ question into the Question #1 field. Go back to your Squarespace tab/window and copy and paste the first question into the provided field. Do the same for the Answer field.

As you fill in the relevant question and answer fields on the left, on the right of your screen, the generator will show you the JSON-LD markup

7. Click on + ADD QUESTION button to add more question and answers. Repeat this process until you have covered all FAQs on your web page.

You can include up to 10 FAQs

8. Copy the completed JSON-LD. Once you have filled in all your question and answers, click on the blue icon (shown below) to copy the completed JSON-LD markup. With the JSON-LD in your clipboard, go back to your Squarespace window/tab in your web browser.

Markup has been applied to the questions and corresponding answers in JSON-LD format

9. Access the page’s settings panel by clicking on the cog wheel symbol. Navigate to the Advanced tab. On this tab, you will see PAGE HEADER CODE INJECTION. This is where you will paste the JSON-LD from the schema generator.

Use the PAGE HEADER CODE INJECTION option in the Advanced tab to insert your FAQPage schema

10. Paste the completed JSON-LD and click SAVE. Once you click SAVE, the markup will be published. You will want to do two things: (i) check that your FAQPage schema is correct by using Google’s Structured Data Testing Tool, and (ii) re-crawl the web page in Google Search Console.

How Do I Verify That FAQPage Schema Has Been Implemented?

Once you have followed the above steps, the first thing you should do is to validate that the JSON-LD markup is free of errors.

Google has a structured data testing tool that you can use to verify the markup. Simple copy/paste the URL into the tool and it will inform you of any syntax errors. If you use a schema generator, there shouldn’t be any errors.

Structured Data Testing Tool is the preferred way to validate schema markup – you can copy/past the URL or the actual code

I like to then request Google crawl/re-crawl the web page via Google Search Console. Once crawled, Search Console will identify FAQPage schema (as seen in the below screenshot).

Google Search Console can also identify the presence of structured data and errors in the markup
Google Search Console reports successful identificaiton of FAQPage schema on the page

You can also preview what the rich result will look like on Google SERPs by using Google’s Rich Results Test tool.

To preview eligible rich results, enter either a URL or the JSON-LD code

Grab the URL of the page that has JSON-LD FAQ schema markup and paste it into the box, then click TEST URL.

It takes up to 30-seconds for the tool to work
rich results test tool by Google allows you to preview what your structured markup will look like on SERPs if eligible
If you see this screen, this means that you have implemented the JSON-LD code properly onto the page

Unlike the Structured Data Testing Tool, the Google Rich Results Test checks whether the accordion-style FAQ rich results will show up underneath your link on SERPs.

Click PREVIEW SEARCH RESULT to get an idea of how the FAQPage schema renders as rich result (as shown in the below screenshot).

Google's rendering of rich results based on your URL or JSON-LD code

As a final step, I like to do a manual search on Google to see if the rich result comes up. If your page is not yet ranking, type in the main keyword + your site or use the site:yoursiteurl search modifier.

SEO Blueprint

You don’t have to re-invent the wheel. In exchange for your email address, I will show you the exact steps you need to do to replicate SEO success.

Did You Find This Guide Useful?

As Google contines to test its SERP real estate, the competition and demand for securing the coveted top results increases. Implementing structured data that is eligible for rich results is a competitive advantage to maximise your brand’s exposure in organic listings.

Did you find this guide useful?

Let me know in the comments below. I’m also happy to answer any questions you may have.

1 thought on “How To Add FAQ Schema To A Squarespace Site”

  1. Hi Daniel,
    It was so helpful . I had a local business where I used step by step information you offered. It came out perfectly well. Thanks a lot.
    However I am looking to have schema for reviews and another for e-commerce site. How can I do that?
    Much Appreciated.

    Thanks
    Cassey

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