Should You Include FAQs On Product Or Category Pages?

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This week’s Ask An SEO inquiry comes from Aleksandar, who wonders:

“Besides inquiries about sales, delivery, and returns, is there a place for product Q&A in the realm of a fashion brand that exclusively sells its own branded items?”

Certainly! Product Q&A holds significant value, along with FAQs concerning collections or categories, across all sectors, particularly in fashion, where a brand sells its exclusive merchandise.

However, the focus isn’t solely on SEO; it greatly enhances user experience. In addition to FAQs, incorporating answers to common queries within product descriptions and copy is pivotal. This tactic is frequently employed in conversion rate optimization (CRO) strategies.

Effective implementation can result in a notable improvement, such as a decrease in customer returns and wait times attributable to subpar website encounters with customer support. Below, I provide various examples categorized by page type.

Thorough Q&A sections on pertinent pages serve to address visitors’ inquiries, thus assuring them that the product or service aligns with their requirements. By fostering consumer confidence, there’s a greater likelihood of prompting actions such as adding items to the cart, scheduling meetings, or completing forms.

Moreover, it’s essential not to shy away from admitting when a product or accessory isn’t suitable. This approach facilitates the inclusion of an internal link to the product or service while guiding users toward a viable solution.

Our initial inquiry for questions typically involves reviewing live chat transcripts and customer service emails, followed by scouring the web for further insights.

Exploring popular review platforms, forums, and online communities yields valuable insights into the queries posed by both our customers and those of our competitors.

Here are a selection of examples categorized by page type, either gleaned from research or keenly anticipated for experimentation when the opportunity arises. I’ll begin with product pages, then proceed to categories, and conclude with insights for optimizing homepage and FAQ sections.

Product Pages

If a query pertains specifically to a particular product and does not apply to other items in your inventory, it’s advisable to incorporate the content directly onto the relevant product page.

Typically, I opt for a catch-all approach rather than creating separate pages for variants such as size or color. By ensuring correct canonical links, variant-specific information can still be included.

Let’s consider fashion as an example. On product pages, address inquiries regarding the garment’s fit, suitability for various body shapes like pear or diamond, and comparisons to sizing from popular brands. For instance, you might indicate that your company’s medium size corresponds to the XYZ size at AB, a well-known retail store with a similar customer demographic.

Yes, we offer a range of hair care products tailored to various hair types, thicknesses, and lengths. Each product description highlights its suitability for specific hair types, including whether it’s beneficial for dry or chemically treated hair.

Similarly, our shoe collection is designed with different activities and foot types in mind. We specify whether a shoe is ideal for play, provides exceptional comfort, is suitable for road running or trail hiking, and whether it accommodates individuals who pronate.

Placing this essential information prominently in the product copy above the call to action (CTA) empowers users to make informed decisions. Additionally, incorporating these details into the FAQs on the page ensures that product-specific queries are addressed comprehensively. This approach has proven effective across various niches, including electronics, fashion, toys, tools, and more.

Collections And Categories

In platforms like Shopify, these groupings are referred to as collections, while on most other platforms, they’re known as categories. Essentially, they serve as a curated selection of similar cruise ship experiences that cater to various consumer preferences and needs.

These collections can be organized based on factors like cruise sizes, destinations, themes, and amenities, providing a diverse array of options for travelers. Just like on individual product pages, incorporating relevant questions and answers within these collections enhances the user experience and aids in decision-making.

When crafting copy for both above and below the product grid, it’s essential to avoid keyword stuffing for SEO purposes. Instead, focus on addressing the questions consumers commonly ask while emphasizing brand talking points and highlighting the benefits of each cruise option.

By articulating why a person should choose from the selection of cruise experiences showcased on the page, you create opportunities for natural internal linking and instill confidence in consumers that they’ve landed in the right place to find their ideal cruise adventure.

Think of it not just as a retail experience, but as an invitation to embark on a journey of discovery and relaxation aboard one of our carefully curated cruise ships.

Although I haven’t worked directly with cruise companies in the past, I’ve harbored this idea for approximately a decade, spurred by a gap I noticed while researching cruise options. In forums, questions about cabin bathrooms tailored for individuals of size frequently surfaced, indicating a need that hasn’t been adequately addressed.

This idea isn’t limited to cruise lines; I have around 20 similar concepts for airlines, hotels, and other travel-related industries. As a subtle nudge, if you operate in this space, consider submitting an Ask An SEO question to help bring these ideas to fruition and benefit the wider community.

Cruise ships often face the challenge of maximizing limited space, which can result in accommodations that aren’t universally accessible or accommodating to all consumers, particularly those with varying physical abilities or body sizes. While text-based information is valuable, incorporating visuals can enhance understanding and inclusivity.

My proposed solution involves the creation of around eight “tour guides” who can offer personalized insights into the cruise experience. Each guide would represent different demographics, including individuals over 6 foot 5, plus-size individuals, and those who use wheelchairs. By showcasing the cruise experience through the eyes of diverse individuals, we can provide a more inclusive and informative perspective for all potential travelers.

Not all showers across various cabin types may comfortably accommodate individuals of larger stature. Hence, it’s pivotal to offer a model that resonates with cruise shoppers, enabling them to discern if a cabin type suits their needs. A knowledgeable tour guide can provide insights, recommending suitable cabin experiences and suggesting alternatives such as utilizing locker room showers.

Locker room showers aboard ships typically boast spaciousness and excellent water pressure, a sentiment echoed in several comments during my research, which held true for the ship we visited.

Tall individuals might wish to explore the ship firsthand, engaging in activities like games and enjoying amenities such as waterslides, while also assessing accessibility to certain activities.

Similar considerations apply to those using wheelchairs or facing mobility challenges. Providing a tour guide who can demonstrate the proximity of specific rooms to elevators and highlight optimal routes to dining areas and entertainment venues ensures guests can make informed decisions about their cabin and ship selection.

Home And FAQ Pages

Your homepage and FAQ pages share more similarities than you might realize. The homepage serves as an ideal platform to address inquiries about your brand, services, and product lines, along with addressing common customer queries. Crafted in a cohesive paragraph, this space becomes an opportunity to seamlessly integrate mentions of your collections or category pages, strategically embedding keyword-rich internal links. These links intuitively direct users to the appropriate sections, enhancing user experience while bolstering consumer trust in your brand.

Conversely, the FAQs section serves as a repository for brand and company-related questions that transcend specific product categories. Here, you can address inquiries about operational hours, return policies, shipping destinations, associated costs, and even inject some humor with quirky questions, creating an “easter egg” for dedicated consumers and brand enthusiasts to discover. This thoughtful segregation ensures clarity and accessibility for customers seeking both general and specific information about your brand and offerings.

Before incorporating FAQs into any page, it’s essential to ensure that each question pertains specifically to that page’s content and purpose, rather than being generic or applicable to other sections. Adding content solely for the sake of it can dilute the user experience and undermine the effectiveness of your messaging.

On collection pages, the FAQs should center around the collection itself, offering insights and addressing common queries related to its theme, style, or features. Conversely, product-specific pages should focus on addressing inquiries directly related to that particular item, such as specifications, usage tips, or compatibility.

By adhering to this approach, you streamline the user journey, providing relevant information where it’s most needed and avoiding confusion or redundancy. This strategic alignment not only optimizes logistics and reduces overhead expenses but also enhances conversions by delivering tailored content that resonates with the user’s intent. Your question is insightful and aligns with our commitment to optimizing user experience and driving results. Thank you for raising it!

Original news from SearchEngineJournal