FAQ Pages Are More Than Just Helpful. They're Strategic.
If you’ve ever answered the same client’s question more than once (“How do I donate?” “Where are you located?”), it might be time for an FAQ page.
While doing research on optimizing websites for AI generated searches for a client, I have seen that a well-crafted FAQ page doesn’t just help your visitors, it also helps you show up in more places online, including Google, voice search, and even AI tools like ChatGPT. Large Language Models look for Questions and Answers on the internet when they analyze how to answer a user question with the most relevant information. If your website contains a FAQ page based on Q&As, AI can use your information in its results - which can help to increase your site's visibility. If your Q&As answer broader questions such as about your industry or sector, chances of AI picking up the FAQ page increases.
Let’s break down why FAQ pages matter and how to build one easily.
The Basics Behind AEO, GEO, ASIO, and AIO
Before we dive in, it helps to understand what AEO, GEO, ASIO, and AIO actually mean. These terms describe how your content interacts with AI-driven search tools, and while each one is a little different, they all point to the same goal: helping people find your information more easily. The good news is that you don’t need to master every acronym. A thoughtful FAQ page, paired with basic on-page SEO, already gives your website a strong foundation.
AEO, or Answer Engine Optimization, helps your content appear in Google’s “People Also Ask” boxes and in voice search results. GEO, or Generative Engine Optimization, focuses on making your content easier for AI tools to find, understand, and cite. AIO and ASIO refer to creating content with AI and optimizing it so AI tools can surface it accurately.
When your answers are clear, helpful, and well-structured, AI tools are far more likely to pull them into search results and share them with users.
Why FAQ Pages Are Strategic
Now that you know how AI-driven search works, it becomes clearer why FAQ pages are so valuable. If you’ve ever answered the same supporter question more than once, like “Where can I donate?” or “How do I volunteer?”, you already have the raw material you need. Those repeated questions are exactly the kind of content AI tools look for.
FAQ pages have become a major asset for both Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). When you format your content as clean, direct questions and answers, it increases your chances of showing up in places like:
Google’s “People Also Ask” boxes
Voice search results
AI tools such as ChatGPT, Gemini, and Perplexity
These systems prioritize clarity and structure. When your FAQs follow that format, your website becomes easier for AI to understand, more likely to be cited or linked, and better positioned to earn trust and traffic.
Where to Start: Build It With What You Have
You don’t need fancy tools to build an effective FAQ. Here’s a simple, five-step process.
1. Gather Real Questions
Start with the questions people actually ask:
Scan your inbox and DMs
Review your social media comments
Use Google’s “People Also Ask” feature
Check your own website’s search bar (if you have one)
Ask yourself if your Q&As make sense and if you are answering the questions in an easy to understand way.
2. Organize By Theme
Group your questions into simple sections like:
About Us
How to Donate
Volunteering
Events and Programs
Use H2 headings for main sections and H3s for subtopics. This structure helps both users and search engines. If you would like to learn more about structuring your content for SEO with H2 & H3 headers be sure to check out my blog post from July 2024: SEO Basics for Nonprofits and Small Businesses: A Simple Guide.
Tip: Put the most important or common questions near the top. If you serve multiple groups (like donors and program participants), create separate sections or tabs.
3. Write Short, Clear Answers
Each answer should be:
2 - 4 sentences max
Written in plain language
Keyword-informed but not keyword-stuffed
Linked to more detail if needed
Write like you’re helping a real person, not writing a manual. Avoid jargon or internal terms.
4. Add Schema Markup (if you can)
This is what helps Google and AI tools understand your page structure. It sounds techy, but don’t panic.
If you’re using a tool like Yoast or RankMath, you can often just add a “FAQ block.” If you have a developer, ask them to add a FAQ schema to your HTML. And if you’re DIY-ing it, here are some helpful guides:
If schema’s is too much for now, skip it, but make it a future goal.
5. Update and Share It Often
Your FAQ isn’t set-it-and-forget-it. Revisit it every few months to:
Add new questions
Refresh outdated info
Reword unclear answers
Link to new content or tools
Then make it easy to find! Link your FAQ page in:
Your main navigation
Email footers and thank-you pages
Confirmation emails and volunteer sign-ups
Social posts and newsletters
It’s not just a help doc. It's a resource your team and volunteers can use again and again.
Final Thoughts: Let Your Website Do More in 2026
An FAQ page is one of the most practical, low-lift upgrades you can make to your site. It helps your team reduce repetitive messages, supports your community, and increases your chances of being found, no matter how people search.
Whether you’re prepping for the new year or just trying to tie up loose ends in December, this is a great place to start.
📘 Want help writing or optimizing your FAQ page? Let’s work together: Schedule a discovery call
This is my final post of 2025, thank you for being here!
Wishing you rest, warmth, and a joyful start to the new year. I’ll be back next year with new blog posts, resources, and helpful tips to keep your website and marketing working for you, not against you.
🎉 Happy Holidays and Happy New Year!