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Catrin Hughes

How to write effective FAQs for your insurance website

Many insurance companies do not give much thought to their frequently asked questions, more commonly known as FAQs; they are often an afterthought and sometimes little time or resources are put into them. They can also be difficult to find, which is not helpful for either the user or for SEO. However, FAQs can be an effective way to improve your SEO, as well as reducing calls to your call centre and sometimes even making it into a Google answer box. The holy grail of Google rankings, a Google answer box, appears at the top of organic search rankings – also known as position 0. See the screen grab below regards pet insurance for rabbits.


Take a look at our four top tips on how to write effective FAQs for SEO purposes for your insurance company:

Do your research?

Before you start writing FAQs you will need to find out which questions your customers are asking, in order to be able to guide your target audience to your site. One way to do this is to speak to your customer service team and ask them to keep a log of the problems they deal with, and build a question bank from there. Another way to find relevant questions is to undertake keyword research, looking at which questions, relevant to your industry, have search volume behind them.

Use citations

Like your teacher at school or university, Google likes citations. If you can link back to reliable, relevant sources such as some news websites, press releases, official sources and high authority websites, then it can help to boost your credibility. This is most effective when using statistics, quote attribution or referencing a recent event or news story.

Another tip for improving credibility is to get your developer to add tags for ‘rel=author’ and/or ‘rel=publisher’ into the HTML coding, so Google knows it is associated with a real and credible writer. If you do not want to attribute the text to a specific writer, it's best to use the tag ‘rel=publisher’ and then link it to your company’s Google+ account.

Use long tail keywords

Using long tail keywords in your questions and text can bring in more targeted traffic, and it may help your pages to be indexed by Google. For this to be effective, it’s best to structure your pages with individual URLs rather than have them in a long list on a single page.

When you are writing your FAQs, using phrases like ‘how’, ‘what’, ‘when’, ‘where’ and ‘why’ will help you rise in the SERPs, and many of these types of questions do end up in Google’s answer boxes. Another reason to use such phrases is that voice search is gaining in popularity, and those opting for voice search tend to use more natural language when speaking to their digital personal assistant than they do when typing into a search engine bar.

FAQs need to be user-friendly

For FAQs to be successful they need to be user-friendly; each question needs a comprehensive answer and they need to be easy to read and navigate, as a couple of sentences will normally not be enough.

If your questions have a decent search volume, it’s best to give each question its own landing page, as this will make it easier to find and more simple to read. If your FAQs do not have any search volume but are still relevant to your customers, you can put them on one page or group them together – but make sure the page is easily navigated with anchor links, ‘read more’ options or links to relevant landing or external pages.

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If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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