Structured data has always mattered for SEO. It is now just as important for how large language models decide what to include in an answer. FAQs give you a clean way to add depth, capture related questions, and signal intent to both Google and AI systems without bloating the page.
The role of FAQs in LLM search
LLMs assemble responses from multiple fragments rather than scanning a page once and picking a single paragraph. Clear question and answer pairs raise your odds of inclusion because they line up with how models decompose a query.
Two simple practices move the needle:
- Write subheads that mirror real queries
- Put follow-up questions on the same page so the model can build an overview from one source
A focused FAQ section is the easiest way to do both while keeping the main narrative readable. Further reading here: AI search optimization tactics that actually work.
Why schema changes the outcome
Crawlers and models need to understand that a block of text represents question and answer pairs. FAQPage JSON-LD provides the mapping and clarifies which string is the question, which string is the answer, and how the items relate to the broader page.
We’ve experimented with every sameAs schema available, but what we’ve found is that covering the basics with validated schema plus FAQ schema is what actually matters.
What we’ve seen in practice
We built and used this approach internally for hundreds of agency clients, and it works. Create content that answers the core problem or questions, then include a tightly written FAQ that handles the follow-ups and long-tail additional questions.
The result is more surface area and better semantic relevance for answer engines with minimal visual clutter. It also gives Google a richer set of candidates for AI Overviews. The lift is consistent across niches:
- Better inclusion for long-tail questions
- More impressions in AI surfaces that pass referrers
- Clearer pathways for users to find the specific answer they need
The implementation gap
No need for a paid version of your SEO plugin of choice or for futzing with JSON if you’re a WordPress user. Our plugin makes it very easy.
The plugin that makes it painless
The FAQ Accordion & Schema plugin lets you paste a block of content that uses normal HTML headings for each question, followed by the answer content underneath. It automatically turns that block into a lightweight accordion and outputs valid FAQPage schema in the background.
- You keep your writing workflow
- Readers get a fast, accessible accordion
- Crawlers get structured Q&A pairs
How to write FAQs that LLMs can use
Start with the questions users really ask. Pull from:
- Support tickets
- Sales calls
- Long-tail search terms
- “People also ask” style prompts
Convert each one into a crisp heading that reads like a real query. Keep each answer short and specific—one to three sentences is usually enough. Add a clarifying detail or constraint that reduces ambiguity. Examples and constraints help LLMs ground the answer and help human readers move forward.
Avoid stacking duplicates across your site. If multiple pages compete with the same question, mix up the FAQs or hyper-focus them to their specific page. The goal is to give the model succinct questions and answers, not pad for the sake of word count.
Where this fits in your AISO playbook
AI Search Optimization is about aligning your content with the way LLMs compose answers. A single high-intent page that covers the main problem and the five to ten follow-ups is more useful than scattering those answers across thin posts.
The FAQ section becomes the structured scaffold the model can rely on when it assembles an overview. That is why the combination of clear question headings, on-page follow-ups, and JSON-LD schema keeps showing up as a reliable pattern.
Measuring impact without guesswork
You will not get a perfect “ranking” for AI outputs, but you can get directional signals. Watch for:
- Referrers from AI products that pass them
- Which of your FAQs get cited in tools that show source links
- Internal click-throughs from the FAQ section to deeper resources
Use these simple metrics to prune weak questions, refine wording, and double down on the items that drive actual behavior.
- Impressions indicate visibility
- Clicks indicate that your framing and answer quality are strong enough to earn action
When not to use FAQ schema
Skip FAQ schema when the questions would distract from the action. No point in manufacturing questions that nobody asks. Avoid repeating the same canned FAQ across every product page.
Schema clarifies intent but doesn’t create demand, and overuse can dilute quality.
The takeaway
Add a focused FAQ to high-intent pages. Write questions that mirror what users and models actually ask. Keep answers short, precise, and useful. Wrap the section in valid FAQPage schema so crawlers and LLMs can interpret it correctly.
If you want a fast way to implement it, try the FAQ Accordion & Schema plugin. It lets you paste your headings and answers, generates the accordion, and adds schema automatically.
We built it for client work, we use it ourselves, and it consistently helps us include more valuable content on a page in a way that benefits readers, Google, and LLMs.