How to Create an Effective Branded FAQ Page

Optimize your branded FAQ page like it’s your new sales rep

Both traditional search and AI search platforms are using existing content to give answers. When it comes to brands, they usually rely on official sources to answer queries and prompts.

In other words, in most cases, those answers come directly from brands, i.e. you.

This is very important to understand because the majority of businesses do not invest in building this online narrative. They don’t talk about themselves enough.

And when it happens, it’s a missed opportunity and a huge advantage for competitors. You are already leaking customers to those brands that understand the importance of creating and marketing brand knowledge content.

Search for (or prompt about) any brand and notice where the answers are coming from. I asked Gemini about our brand, and the whole answer was taken from our official site:

• This is a digital marketing agency co-founded by Ann Smarty, a well-known SEO and content marketing expert.

• They specialize in services like SEO consulting, link building, and creating digital assets.

• Their focus is on delivering results-driven strategies and building long-term online visibility for their clients.

• They are known for providing very in depth SEO services, and also for their work with reddit marketing.

I search for my name, and my Knowledge Panel is citing my own site:

You can create your own trusted branded narrative online by creating content about your own brand. It is as simple as it is effective.

There’s one type of brand knowledge content that has become key to controlling online narrative about your brand:

Brand-driven FAQs

Question-and-answer format has been important for SEO for many years now (ever since Google started showing quick answers to queries on top of organic search results). But now it has become even more important because this is the most AI-friendly format.

You can give all the essential information about your business in a very concise and clear way.

Which questions to answer?

• Research questions customers ask about your brand and your competitors

• Take questions that show up in “People Also Ask” boxes for your and your competitors’ branded search

• Think what you want people and bots to know about your brand

• Ask ChatGPT and/or Gemini which questions your customers may be interested in asking about your brand

• Ask your customer support what your current customers tend to ask

I am listing some cool question research tips and tools here: How to Create an Informative FAQ For Your WordPress Blog

Keep this optimization checklist when creating your own branded FAQ:

• Ask each question on the page as an H2/H3 subheading

• Answer that question concisely, preferably in no more than two sentences (within one paragraph). Use very clear language.

• Focus on facts: numbers, years, names (i.e. entities). This is the most important one!

• Use FAQ schema

If you have a lot of questions, cluster them by topic / intent and use jump-to "anchor" links to point users and search bots to each specific group to make the page easier to navigate.

If you have product pages on your site with reviews, consider using AI to generate Q&A section on each based on those reviews.