For a few years, FAQ sections were SEO gold. Add FAQ schema, grab extra SERP real estate, enjoy a bump in clicks. Then Google quietly changed the rules and almost killed them overnight.

Now we’ve got AI Overviews in Google Search, zero-click behaviour, and people asking ChatGPT questions they used to Google. So are FAQs still worth the effort, and if you’re an ecommerce or lead-gen brand, should you keep building them?

Short answer, yes. But not for the same reasons as before.

What actually happened to FAQ SEO?

In 2023, Google announced it would dramatically reduce how often FAQ rich results show, limiting them mainly to “well-known, authoritative government and health websites”. For most other sites, FAQ rich snippets either disappeared or became very rare.

Google has since clarified that:

  • You don’t need to remove your FAQ schema, it isn’t harmful or “penalised”

  • Structured data still helps Google understand your content, even if no fancy rich result appears

So the old play of “slap FAQ schema on everything to win more clicks” is basically dead. But the content format, clear questions with concise answers, is far from dead.

Are FAQs still good for “traditional” SEO?

Yes, if they’re done properly.

Even without the rich snippet boost, FAQ sections still support classic SEO in a few key ways:

They match how people actually search

Users love question-style searches (“how long is delivery?”, “can I return sale items?”, “is this product waterproof?”). FAQ format maps neatly to those long-tail queries and lets you naturally include relevant phrases without keyword stuffing

They improve UX and conversions

A good FAQ section:

  • Clears up objections (price, delivery, returns, warranties, security, etc.)

  • Reduces friction in the checkout or enquiry process

  • Cuts support tickets by answering repeat questions

That’s direct conversion value, regardless of what Google is doing this week.

They support topical authority

Well-organised FAQs around a theme (e.g. “Delivery & Returns”, “Membership FAQs”, “Product Care”) help show both users and search engines that you cover a topic comprehensively. That supports the broader E-E-A-T story (experience, expertise, authority, trust).

They create smart internal linking

FAQs are the perfect place to link deeper into your site:

  • From “How long is delivery?” → your Delivery & Returns page

  • From “Can I get a demo?” → your Booking/Contact form

  • From “Does this work with X?” → specific product/category pages

This helps both users and crawlers find the right content quickly.

So from a classic SEO and UX perspective, FAQs are still very much alive. You just can’t judge them solely by rich snippet visibility anymore.

FAQs and Google’s AI Overviews

Google’s AI Overviews (rolling out across more markets through the year) generate a short, AI-written summary at the top of search results, with links to source sites.

Key points:

  • They often answer simple questions directly on the SERP, which can reduce click-through rate (hello, zero-click searches)

  • At the same time, Google claims AI Overviews send clicks to a wider diversity of websites than traditional blue links alone

So where do FAQs fit into this?

Why FAQs help with AI Overviews

AI Overviews, like any large language model, work best when they can find:

  • Very clear questions

  • Very direct, factual answers

  • Clean structure and consistent terminology

That’s exactly what a well-written FAQ section provides.

If your page contains:

Q: How long does delivery take in the UK?
A: Standard UK delivery takes 3-5 working days, with next-day options available at checkout for most products.

Then you’re essentially handing AI Overviews a perfectly formed “answer unit” to reference. Combine that with strong overall SEO (crawlability, authority, topical relevance), and your chances of being cited, and linked, in the overview improve.

FAQs and ChatGPT / other AI assistants

ChatGPT and similar tools don’t magically invent facts (most of the time) they rely heavily on the same well-optimised, well-structured pages that perform in normal search.

There’s growing evidence and advice that:

  • Structured data and clear markup make it easier for AI systems to interpret content

  • Content that directly answers real-world questions (like a good FAQ) is more likely to be surfaced or cited in AI responses

Think of your FAQs as:

“Training data” for AI assistants, but on your terms.

If someone asks ChatGPT, “What is [your brand]’s returns policy?” or “Which ecommerce platforms support [specific feature]?”, you want your site to be:

  • Easy to understand programmatically

  • A trustworthy, clearly-written source

  • Filled with concise answers that match the way people actually phrase questions

Good FAQs tick all three boxes.

When FAQs hurt SEO (yes, it can happen)

Not all FAQs are helpful. Some are actively harmful. Common pitfalls:

Copy-paste FAQs on every page

Putting the same giant FAQ block on every product or service page can:

  • Create duplication and cannibalisation

  • Push your unique content down the page

  • Confuse search engines about which page should rank for which question

Better: have section-specific FAQs (e.g. per category) and a single, authoritative global FAQ where needed.

Fluffy, salesy answers

If your FAQ answers read like:

“We offer industry-leading, customer-centric solutions tailored to your unique needs.”

…AI (and humans) can’t understand anything useful. You’re aiming for:

  • Concrete facts (numbers, timeframes, eligibility, limitations)

  • Clear policies

  • Direct “yes/no + detail” style answers

Keyword-stuffed nonsense

Writing questions purely to cram keywords, “Is Pixie Commerce the best ecommerce SEO agency in the UK?”, looks spammy, feels spammy, and increasingly doesn’t work.

Base FAQs on real customer questions, not wishful ranking fantasies.

Stale information

Out-of-date pricing, policies and technical details are dangerous:

  • Users lose trust

  • AI tools can repeat outdated info at scale

  • Support teams get flooded with “But your FAQ says…” complaints

If you’re going to maintain FAQs, you need a simple internal process for keeping them fresh.

How to build FAQ sections that work in 2025

Here’s how we’d approach FAQs for SEO + AI visibility at Pixie Commerce.

Start with real data

Use:

  • Customer support tickets & live chat logs

  • On-site search terms

  • Google Search Console “People also ask”-style queries

  • Sales team notes (“What do people always ask before they buy?”)

This gives you a question list rooted in reality, not guesswork.

Group questions by intent, not random lists

Create themed FAQ hubs, such as:

  • Delivery & Returns

  • Payments & Security

  • Product-specific FAQs (for key categories or high-value products)

  • Platform / technical FAQs (for SaaS or ecommerce platforms)

This makes pages more coherent for both users and search engines.

Answer like an AI would quote you

Write answers that:

  • Lead with the answer, then add detail

  • Use natural, conversational language

  • Include specific numbers, locations, and conditions where relevant

  • Can stand alone if lifted into an AI snippet

If you can copy/paste the answer into a ChatGPT reply and it still makes sense, you’re on the right track.

Use FAQ schema strategically

Even though FAQ rich results are rare now, there’s still value in:

  • Using FAQPage schema on genuine, standalone FAQ pages

  • Testing its impact on a handful of high-value sections rather than site-wide carpet-bombing

But don’t expect schema alone to drive big wins. Treat it as clarifying markup, not a growth hack.

Link to deeper content

For any answer that gets long, use:

Short, direct answer → “Learn more” link → full guide, policy or landing page

This keeps FAQs scannable while still supporting your content ecosystem and internal linking.

6. Measure what matters

Instead of obsessing over lost FAQ rich snippets, look at:

  • Click-through and conversion rate on pages with FAQs vs. without

  • Support ticket volume on topics you’ve documented well

  • Engagement with FAQ sections (scroll depth, clicks on accordions, etc.)

  • Whether FAQ pages are being linked/cited when people mention your brand in AI-generated answers (spot-check periodically)

A quick ecommerce angle

Because Pixie Commerce works with ecommerce brands, let’s call out a few FAQ opportunities that are especially valuable for online stores:

  • Product-level FAQs

    • Common sizing queries

    • “Will this work with X?” compatibility

    • Materials, care instructions, allergens

  • Checkout-adjacent FAQs

    • Shipping times and costs by region

    • Klarna / Buy Now Pay Later info

    • Returns and exchanges (especially for sale items or personalised products)

  • Trust & security FAQs

    • How payments are handled

    • Data/privacy questions

    • Warranty and guarantee policies

These don’t just help SEO, they reduce basket abandonment, cut support tickets, and give AI systems very clear, factual information about how you operate.

So, are FAQ sections still relevant for SEO?

Yes, but their role has changed.

  • They’re no longer a quick hack for SERP real estate.

  • They are a powerful way to structure your knowledge, answer real questions, and make your site understandable to both humans and AI systems.

  • In a world of AI Overviews and ChatGPT answers, high-quality, factual, well-organised FAQs can make your brand more visible wherever people ask questions, not just in blue links.

If you’d like help auditing your existing FAQs or designing AI-ready FAQ content for your ecommerce site, Pixie Commerce can help you:

  • Prioritise high-value questions

  • Rewrite answers for both users and AI tools

  • Implement schema where it actually adds value

  • Measure the impact on conversions and support load