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.
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.
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.
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 multiple 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).
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 guidelines 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.
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.
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.
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.
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.
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.
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.
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.
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).
You can also preview what the rich result will look like on Google SERPs by using Google’s Rich Results Test tool.
Grab the URL of the page that has JSON-LD FAQ schema markup and paste it into the box, then click TEST URL.
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).
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.
Frequently Asked Questions
How long does it take for FAQ rich results to appear in the SERPs?
Assuming that you have followed all the steps in this guide, FAQPage rich results will appear once Google has recrawled your webpage. Sometimes this can happen within minutes of the page being crawled and sometimes, it may take weeks.
Why isn’t my FAQPage structured data markup not showing?
Google does not always show rich results and they are constantly testing what to show in the SERPs. Follow Brodie Clark on Twitter to stay abreast of all the things that change in the SERPs.
Here are a few reasons why FAQ schema is not showing for your page:
- You have implemented FAQPage schema onto your homepage. Rich results do not work on homepages. They only show up for internal pages.
- The content on your page does not match the content in the schema markup. Make sure that all the questions and their corresponding answers are exactly the same.
- Google has chosen to not show it.
- You have less than 3 Q&As. You must have a minimum of three Q&As.
- You have conflicting rich result schema on the page and Google has decided to prioritize one over the other.
Does text formatting work in the answer box of FAQPage schema?
Certain HTML text formatting does work in JSON-LD. For example, text in bold regularly works as does italicized text.
- You should have success with bullet lists.
But that’s not all.
- As well as ..
- Numbered lists.
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.