You can now provide searchers with instructions or FAQ

There has been much talk about this new extension, but it wasn’t until 2019 that Google began enabling it for search results. We are talking about FAQ and how-to-dos extensions. Why should you care about it?

This is not an ad extension as such, but rather structured data, an enrichment to when your e-shop appears in Search results. You can now enrich your organic result with FAQs (Frequently Asked Questions) or instructions on how to do something. This will give the customer more specific information about your product/e-shop directly in Search, so they will be able to create a complete picture of whether or not your product is really what they are looking for.

Instructions and how-to-dos

Suppose you offer ties in your e-shop. Create a guide on how people can tie a tie. And then add photos to it. When someone searches for ties, your instructions can also appear in Search results. It will be more interactive, and the person who searched for something about the ties, the more interested.

You can then track users’ engagement in the reports that Google has prepared as well.

Frequently Asked Questions

If you have a page in your e-shop with frequently asked questions about your business or products you sell, it can be interactively attached when you appear in the Search results. As a result, searchers will be able to answer questions that are most likely to bother them right in Search, making them more likely to click through to your e-shop.

With this innovation, Google has decided to enrich Search results to make them more attractive to people and advertisers alike.

In particular, it drives higher traffic to the e-shop without the need to pay advertising. By creating instructions or FAQ, you can also lower the bounce rate of your e-shop, the situation when customers get to your e-shop through advertising, but the product does not match their expectations and so they leave immediately. By publishing the information, you will attract customers who are the most likely to convert.

Ad faq example

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.