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To create an FAQ page, collect the real questions that reach your support team, your sales team and Google Search. Then answer each one in a few sentences, with the detail people want. Keep the answers visible, because AI can use that text when someone asks about your business. FAQ schema is optional.
In short
- Since May 7, 2026, Google no longer shows the FAQ rich result in Search, for any site.
- According to Google, structured data isn’t required for generative AI features in Search.
- In an Ahrefs test with a fictional brand, ChatGPT cited the official FAQ in 84% of answers. However, five other AIs preferred a false, more detailed story.
- Pricing is the detail AI gets wrong most often about brands, according to Searchable. So update your FAQ the day a price changes.
What is an FAQ, and why does AI read that page?
FAQ stands for frequently asked questions. On a website, the FAQ is the page or section with real customer questions and short answers. After all, AI assistants search the web to answer questions about a company’s prices, delivery times or warranty. That includes the company’s own site.
According to Google, its AI features retrieve relevant, up-to-date pages from the Search index. Then they build the answer from those pages.
An official FAQ helps, but it doesn’t guarantee the right answer. In an Ahrefs experiment, Mateusz Makosiewicz created a fictional brand. He published an FAQ on its site with explicit denials, such as “We have never been acquired.” Then he seeded the web with three fake stories. Finally, he asked eight AI tools 56 questions, mostly through their APIs.
ChatGPT-4 and ChatGPT-5 cited the FAQ in 84% of answers. Gemini, Grok, AI Mode, Perplexity and Copilot, however, trusted a fake Medium article with more details. The test used a single brand, so it works as an illustration, not a measurement. Ahrefs also sells an AI monitoring tool. Still, the author’s conclusion holds: without a clear official version, AI makes one up or uses another site’s.
Which questions belong in an FAQ, and where do you find them?
The questions customers already ask belong in it, not the ones the company wishes they asked. So, before you create the FAQ, talk to support and sales, and check Search Console and reviews. Then add what AI gets wrong about the company, such as prices, delivery times, coverage and return policy.
- Support: count the questions that repeat each month in email, chat, WhatsApp and tickets.
- Sales: note the objections that come up before a deal closes, such as setup time and contract terms.
- Search Console: filter queries that contain “how much”, “how”, “which” or “how long”.
- Google Search: the “People also ask” box shows questions close to your topic.
- Reviews: complaints on Google or on Reclame Aqui, a Brazilian complaints site, show what your site doesn’t explain.
- AI answers: ask two assistants how much the company charges, how fast it delivers and where it operates. Finally, write down each error.
There’s no right number of questions. Yoast, which sells an SEO plugin, recommends adding the questions visitors actually ask, without padding the list. So leave out questions nobody asks, such as “Why are we the leaders?”, because they sound like ads.
FAQ examples by type of business
Use these examples as a starting point, but confirm the questions with your customers.
| Business | Sample questions |
|---|---|
| Clinic | Which insurance plans do you accept? How much is a private visit? How do I reschedule or cancel? |
| Online store | What’s the delivery time? How do I exchange or return an item? Which payment methods do you accept? |
| B2B software | How much does it cost? How long does setup take? Does it integrate with my ERP? |
| Local service | Which neighborhoods do you serve? Is the quote free? What’s the warranty? |
How do you write FAQ answers that make sense on their own?
Start with the answer, in one or two sentences, and use the company or product name instead of “it” every time. Include the number people look for: price, time frame, condition or date. That way, the answer stays correct when AI copies only that passage, outside the page.
Krishna Madhavan, principal product manager at Microsoft Bing, which powers Copilot, recommends this format on the Microsoft blog:
“Direct questions with clear answers mirror the way people search. Assistants can often lift these pairs word for word into AI-generated responses.”
Krishna Madhavan, Microsoft Bing (2025)
- Use the customer’s words. “Are you open on Saturdays?” is what people ask, not “Business hours.”
- Answer in the first sentence. Yes or no, then the detail.
- Give numbers and dates. If the price varies, give the range and say what it depends on.
- Deny the rumor in writing. For example, if AI says the company has a physical store and it doesn’t, say so.
- One question per item, because double questions lead to long answers.
- Link to the full policy, such as returns, warranty or contract terms.
- Keep the text in HTML. Microsoft advises against putting key information only in images or PDFs.
Why do numbers beat vague statements?
In the Ahrefs test, the FAQ said the brand didn’t publish unit counts or revenue. Meanwhile, the fake sources gave exact numbers, and several AI tools repeated them. So the author recommends including dates and numbers, and says ranges are fine when there’s no exact figure.
A fictional example, for the question “What’s the delivery time?”:
- Vague answer: “It depends on the region. Contact us.”
- Self-contained answer: “Example Store delivers in 2 to 5 business days to state capitals in Brazil’s Southeast. In other regions, delivery takes up to 12 business days after payment approval.”
Should you use one FAQ page or spread questions across product pages?
When you create the FAQ, use both formats. The FAQ page covers what applies to the whole company, such as payment, delivery and returns. Each product or service page, in turn, answers questions about that offer, close to where the decision happens. Either way, the same question needs the same answer on every page.
We recommend three to six questions per product or service page. They cover purchase questions: who it’s for, how much it costs and how long it takes.
In a study of projects in Brazil, AI cited company and product pages far more than FAQ pages. The data comes from Conversion’s Panorama de GEO study, reported by TI Inside in October 2026. Corporate or product pages got 42.8% of the citations classified by format, while FAQ or documentation got 1%. Conversion, a Brazilian agency, sells GEO services and used 1,315 projects from its own platform, almost all tied to Brazil. However, the study warns that it isn’t a probability sample of the market.
To avoid different versions of the same answer, write each answer once and reuse it. In WordPress, a synced pattern does this. Whenever you edit the pattern, the text changes on every page that uses it. The guide on content marketing that Google and AI cite shows the formats AI cites at each stage of the purchase.
Does FAQ schema still show up in Google, and does it help with AI?
In Google, it no longer shows up. Since May 7, 2026, Search no longer shows the FAQ rich result: the questions that expanded under a link. FAQ schema isn’t required for Google’s AI features either, according to Google’s guide to generative AI.
In 2023, Google limited the FAQ rich result to well-known, authoritative government and health sites. Later, in May 2026, it announced the end of the feature in its documentation changelog. Finally, in June, it removed the documentation page for FAQ schema.
According to Google, you don’t need to remove existing FAQ schema. Unused structured data doesn’t cause problems in Search, but it has no visible effect either. Meanwhile, Yoast still adds FAQPage schema through its FAQ block. Yoast says the schema now helps search engines and AI tools understand the content.
Other sources send mixed signals. Microsoft says schema can label text as an FAQ and help AI systems interpret it with confidence. On the other hand, Ahrefs tracked 1,885 heavily cited pages that added schema, including FAQ schema. Still, their citations didn’t rise in a meaningful way. The numbers are in the guide on what GEO (generative engine optimization) is.
So, when you create the FAQ, keep the schema your plugin generates and check that it matches the visible text. Then spend your time on the answers.
How do you create an FAQ in WordPress, Elementor or Wix?
In WordPress, use the Yoast FAQ block, which adds the schema automatically. For Elementor, use the Accordion widget with its schema option turned on. On Wix, install the Wix FAQ app. Either way, check that the answers are in your site’s code, not only in images.
| Platform | Where to create it | FAQPage schema |
|---|---|---|
| WordPress with Yoast | Yoast FAQ block | Automatic |
| WordPress without a plugin | Details block | None |
| Elementor | Accordion widget | Optional, with a widget toggle |
| Wix | Wix FAQ app | Manual, in JSON-LD |
WordPress
The Yoast FAQ block is in the free plugin and is the simplest way to create the FAQ. Without an SEO plugin, use the Details block, built into the editor. It opens and closes each answer with a click, and the Open by default option keeps it open. Still, the Details block doesn’t generate schema.
Elementor
In Elementor, you can create the FAQ with the Accordion widget. According to the Elementor Help Center, the widget’s Content tab has an FAQ Schema toggle. The new Atomic editor has the option too. However, Elementor warns that this schema targets AI crawlers and LLMs, not Google rich results.
Wix
On Wix, the Wix FAQ app is free to install. It shows questions as an accordion, a list or numbered items, by category. However, the app’s instructions don’t mention schema. To mark up the questions, paste JSON-LD under Pages & Menu, SEO basics, Advanced SEO, Structured Data Markup. According to Wix Help, each page accepts up to five markups, each under 7,000 characters.
Tests before you publish
- Source code. Press Ctrl+U on the FAQ page and search for the text of an answer. If it’s not there, then it needs JavaScript to appear. In a December 2024 study, the major AI crawlers didn’t run JavaScript, according to Vercel, which sells web hosting.
- Visible answers. Microsoft advises against hiding important answers in tabs or expandable menus, because AI systems may not render that content. So keep the answers about prices, delivery times and warranty open.
- Schema that matches the text. The text in the FAQ schema must match what readers see. Also, avoid two plugins generating the same schema.
How often should you update your FAQ answers?
Creating the FAQ is only the start: update the answers the same day a price, time frame or policy changes. We also recommend reviewing the whole FAQ page every quarter and showing the last review date. After all, AI gets fast-changing details wrong most often. An outdated answer on your FAQ page becomes the source of the error.
In a Searchable report, 1,704 brands that use the platform reviewed 32,556 facts AI stated about them. Pricing had the highest error rate: brands marked 13.5% of pricing facts as wrong. The report also counts as false any detail that was once true but became outdated. Searchable sells a tool to correct these facts.
As soon as you change an answer on your FAQ page, notify search engines. According to Microsoft, Bing powers ChatGPT, and IndexNow notifies Bing instantly. The steps are in the guide on how to show up in ChatGPT. Then ask AI the same questions for a few weeks and see if the error is gone. To log each answer, use the protocol in how to measure brand mentions and citations in AI.
What other pages does AI use to describe your business?
Besides the FAQ, AI can use About us, product and service pages, and old pages still online. All of them need to say the same thing about prices, time frames, service area and history. However, when the error comes from another site, the fix starts at the source AI cited.
- About us: an About us page with founding date, headquarters, team and service area explains who the company is.
- Product or service: a good product or service page says who it’s for, the price and the time frame.
- Old content: pages with an outdated price, address or service contradict the FAQ. If the old version still appears in Google, update the page and remove the outdated content from Google.
- Third-party sites: directories, news stories and reviews also feed the answer. The guide to the sources AI cites most shows how to request a correction at the source.
If AI doesn’t mention the company at all, read why AI doesn’t cite your brand. It covers the eight most common causes.
What we found when we analyzed 10 pages in Portuguese on how to create an FAQ
We ran three searches on how to create an FAQ and analyzed the 10 pages in Portuguese that came up. None of them treats AI, such as ChatGPT and AI Overviews, as a reader of a website’s FAQ. When AI appears in the text, it’s a chatbot or a tool for writing the questions.
Only one mentions schema, and it recommends FAQPage markup to win more space on the results page. However, it doesn’t mention the 2023 restriction or the end of the feature in 2026. The same page is the only one that suggests Search Console and “People also ask” as sources of questions. Finally, six had their last update in 2024 or earlier.
Frequently asked questions
There’s no set number when you create an FAQ. Yoast recommends adding the questions visitors actually ask, without padding the list. On each product or service page, we recommend three to six questions. On the main FAQ page, include questions that apply to the whole company, such as payment, delivery and returns.
No. According to Google, unused structured data doesn’t cause problems in Search, although it has no visible effect either. Since May 7, 2026, Google no longer shows the FAQ rich result for any site. So the FAQ schema can stay, as long as it matches the text readers see.
Not always. Microsoft warns that AI systems may not render answers hidden in tabs or expandable menus. So keep the answers about prices, delivery times and warranty open. Then press Ctrl+U on the FAQ page and check that each answer’s text is in the code.
Yes. In WordPress, you can create the FAQ with the Yoast block, which is in the free plugin. It adds the schema automatically. The built-in Details block also works, but without schema. On Wix, the Wix FAQ app is free to install.
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Main sources
- Google Search Central, documentation changelog with the end of the FAQ rich result (2026).
- Google Search Central, guide to optimizing for generative AI features in Search (2026).
- Google Search Central Blog, changes to FAQ and HowTo rich results (2023).
- Microsoft Advertising, how to prepare content for AI answers, by Krishna Madhavan of Bing (2025).
- Ahrefs, experiment with a fictional brand and an official FAQ (2025).
- Searchable, report on false facts that AI states about brands (2026).
- TI Inside, Conversion’s Panorama de GEO study on the sources AI cites, in Portuguese (2026).
- Yoast, FAQ block and FAQPage schema (2026).
