Do FAQ pages help with AI search?

Why the format works

AI assistants answer questions. A page that pairs a real question with a direct, accurate answer gives them a clean passage to use. It also matches how people phrase searches, especially longer conversational ones.

The same structure helps people. Someone deciding whether to book a physiotherapist wants to know if they need a referral, whether insurance covers it and how long a first visit takes. Answering those plainly removes friction before they call.

Where FAQ pages go wrong

Many FAQ pages are written for search engines rather than customers. “Why choose us?” followed by “We provide quality service” tells no one anything. Neither do twenty questions that all restate the same sales line.

Better: collect the questions you actually get by phone and email. Answer each in two to four sentences with specifics: what it costs depends on, how long it takes, what you need to bring. Put service-specific questions on the service page they belong to, not all on one long page.

What changed with FAQ schema

FAQ schema used to make expandable questions appear under a result in Google. In August 2023 Google limited those FAQ rich results to well-known, authoritative government and health sites, and in May 2026 it stopped showing them in Search altogether.

The markup is still valid structured data, and some sites keep it for clarity. But it’s no longer a reason on its own to build an FAQ page. The content has to earn its place.

I put three or four genuine questions at the bottom of each service page, drawn from what the client says customers really ask. I write the answers short and specific, the way you’d say them on the phone.

I don’t build standalone FAQ pages unless there’s a real need, like a clinic with lots of booking and insurance questions. Padded FAQs make a site longer, not better.