Developing better visibility and enhancing your guests’ online experience. Why FAQs are even more important today.
Travellers are increasingly using Google, search and AI tools to create itineraries, guide them on where to stay, what experiences to book, the best time to travel and how to prepare for a trip. When your potential guests are searching, they are now inputting questions or queries such as ‘what is the closest hotel to Auckland airport’, ‘I want to book accommodation in Port Fairy with a day spa and restaurant’ or ‘create an itinerary for four nights in the Top End.’
FAQs (Frequently Asked Questions) have always been an important opportunity to tell your story and answer your guests’ questions. In the continually changing world of digital marketing and search engine optimisation (SEO), FAQs have become an even more powerful tool for improving visibility, engagement and the user experience. From creating content that highlights your experience and optimising your website, developing well-structured FAQs can make a significant difference in your search performance.
FAQs and search intent: the perfect match
Search engines are designed to answer user questions as efficiently as possible. FAQs perfectly complement this goal by directly addressing commonly asked questions people have about a product, service, or topic. When structured correctly, they provide:
Clear answers to user questions
Improved relevance in search results
A streamlined user experience that reduces bounce rates
By incorporating FAQs within a content strategy, businesses can ensure they meet search intent effectively: improving both organic rankings and the user experience.
Enhancing SEO with FAQs
Google, search engines and AI tools prioritise content that provides value, and FAQs contribute to this by:
Targeting long-tail keywords (specific, multi-word search phrases): many users search with conversational questions. FAQs naturally accommodate these longer, more specific search phrases, making content more discoverable.
Optimising for featured snippets: search engines and AI tools often pull FAQ-style content into featured snippets, giving immediate answers at the top of search results.
Improving website authority: well-crafted FAQs reduce uncertainty and improve user trust, which can boost engagement metrics, SEO performance and drive direct bookings.
FAQs should be easy to find
Having well-crafted FAQs is only the first step, they also need to be easily discoverable for users. If visitors to a website struggle to find the answers they are looking for, they may leave the website frustrated, increasing bounce rates and reducing engagement. How to ensure FAQs are well-placed and effective:
Dedicated FAQ page: a clearly labelled FAQ page in the navigation menu and or a direct link from the website footer, improves accessibility and encourages visitors to seek the answers to their questions seamlessly.
Contextual placement: embedding FAQs within content on key pages - such as product descriptions and through the booking journey – provides the relevant answers at critical moments.
Searchable and expandable sections: a well-implemented search function allows users to quickly find specific content, products or information: making it easy for users to find the information they are looking for without excessive scrolling and improves overall satisfaction and engagement.
Mobile-friendly optimisation: today, mobile devices are the dominant platform for internet access; and while slightly down on global results, within Australia and New Zealand, they accounted for approximately 51.2% of all internet traffic in April 2025. FAQs should be designed for readability and ease of use on smaller screens.
FAQs in structured data: a significant change
One of the most impactful ways to use FAQs for search is by incorporating structured data. When FAQs are marked up with Schema, search engines can display rich results, enhancing visibility and click-through rates.
For example, a hotel answering common booking-related questions may implement FAQ Schema, leading to better positioning in search results and a more interactive experience for users.
User experience and engagement
Beyond SEO, FAQs contribute to a seamless user experience by:
Reducing friction in customer journeys: users find answers quickly without having to read multiple pages.
Building credibility and trust: transparent and well-organised FAQs build confidence in a brand’s authority.
Encouraging conversions: when users have their questions addressed immediately, they are more likely to engage or make a purchase.
In the competitive world of tourism and hospitality, a well-crafted FAQ section is more than just helpful – it is a strategic, and must-have, tool for boosting visibility, improving the guest experience and driving direct bookings.
How can RevenYou help you?
RevenYou has launched a new service: the development of tailored Schema markup for your website.
What is Schema markup? Also known as structured data, Schema markup is code added to websites that helps search engines like Google and AI tools understand your content better. It allows search engines to identify and categorise information, leading to richer and more informative search results for users.
By adding Schema markup to your website, we ensure key details like your room types, amenities, location, star ratings, contact information and more are accurately interpreted and displayed in search results. This not only improves your SEO but also enhances how your property appears in search listings and voice search.
Implementation typically takes approximately three hours and is customised to suit your specific property and website platform (such as Squarespace or SiteMinder). It is a one-time enhancement that quietly strengthens your visibility online and helps guests find you more easily and book with confidence.
We would welcome the opportunity to discuss how we can support your business to elevate your digital presence and enhance your appearance in AI-driven search rankings while improving the user experience.
Published: May 2025
