Kevin Indig

Yeah, it depends.

It's very counterintuitive.

At the very beginning, when Google wrote FAQ schema out, there was a lot of controversy around this and some sites reported lower click rates.

We, on the other hand, we noticed the opposite.

And it's interesting.

Because it seems that FAQ, or at least the questions that people see in the search snippet or under the search snippet, are more like an appetizer and stimulate people to learn more.

And so the hypothesis here is that people, first of all, get a taste of the quality and depth of the content based on the questions.

Second of all, because software is a very research-intensive field...

It stimulates people to click through instead of just reading the short little snippet and then not clicking through.

So I think it also depends a little bit on what niche or vertical you play in.

But for us, it certainly worked pretty well.

Yeah, you know, there's a lot on the site itself that you can do that's not surfaced in the search snippet.

So first of all, we spend a lot of time on SEO hygiene, which is basically a list or catalog of things that you need to do to kind of not waste Google's resources in a nutshell.

And that in itself can take...

a lot of time and resources because it's a very huge site and growing very quickly.

But then we also experimented a lot with the quality of content that people can find on the site.

And that is not just an SEO topic.

It's a topic for the business, for UX, for design, for all these kinds of things.

So we got pretty in-depth in understanding where people actually find value, where they don't.

and then did some research to add more value to the site.