Google Search Advocate John Mueller offers three possible reasons why your FAQ Schema should not generate snippets in search results.
This information was shared during a meeting of the Google Search Central SEO offices recorded on January 28.
The site owner has submitted a question as to why Google does not display many results for websites where FAQ Schema is implemented.
They noticed that the Google Search Console did not display any technical errors in the markup, and wondered if there were non-technical reasons why not so many results were displayed.
The site owner is concerned that this may mean that Google does not trust the content of their site.
Also Read: Google FAQ Rich Results Limited To 2 FAQs Per Page – June 2021 Update
Why Google Not Showing FAQ Rich Results In Search?
Frequently searched results, like other advanced results, will only appear on Google Search if certain conditions are met.
“FAQ rich results are essentially similar to other types of rich results in that we have several levels that we take into account before we show them in the search results.”
3 Reasons FAQ Schema Not Showing in Search
- Technically Correct
- Compliant With Policies
1. Technically Correct
First, the FAQ markup must be properly implemented at the technical level.
You can use the Search Console to see if there are any errors when using the markup.
As Mueller said, this is probably not the case because the site owner noticed that no errors were found in the Search Console.
“On the one hand they need to be technically correct. It sounds like these are technically correct.”
2. Compliant With Policies
In addition to being technically correct, the markup must adhere to Google’s structured data policy.
When it comes to markup FAQs, the only important principle to follow is to ensure that the questions and answers appear on the page.
“On the other hand they need to be compliant with our policies. I don’t think we have any kind of significant policies around FAQ rich results other than that the content should be visible on the page.”
If the markup is technically correct and in accordance with Google’s policies, the question arises: does Google trust the content?
In this case, Mueller says it is likely that Google is not fully convinced of the quality of the site and therefore does not trust enough to display frequently asked questions in search results.
“And the third issue that sometimes comes into play here is we need to be able to understand that this website is kind of trustworthy in that regard that we can trust this data to be correct.
And that is sometimes something where, from a quality point of view, we’re maybe not convinced about a website and then we wouldn’t show it. But those are the three steps that I would look at.
Like, technically correct. Is it compliant with our policies? And then, if that’s all correct, then I would think about like well what can I do to significantly improve the quality of my website overall?”
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Source: English Google SEO office-hours from January 28, 2022