Before you start: if you’re unfamiliar with the principles of statistical SEO split-testing and how SplitSignal works, we suggest you start here.
First, we asked our Twitter followers to vote:
This time the majority of our followers were RIGHT! Read further to find out why.
The Case Study
We have previously written about the benefits of using FAQPage structured data, including a case study on the impact of removing FAQ snippets in the search results, as w a step-by-step guide on implementing FAQPage schema and testing its effectiveness using the SEO A/B test analyzer.
FAQPage structured data, commonly referred to as “FAQ schema,” has gained popularity among SEOs since the introduction of its rich result feature by Google in 2019. This feature displays questions and answers directly within search results, enhancing your website’s SERP visibility. The rich result nearly doubles the vertical space occupied by your snippet in search results, effectively pushing competitors down and potentially leading to a higher click-through rate (CTR). Additionally, by providing users with supplementary information about the subject (such as a product category), they can make more informed decisions directly from the search results.
With this in mind, we recently undertook a project to enhance the SEO performance of an e-commerce website by integrating FAQ content into their listing pages and implementing FAQPage structured data. During this process, we encountered a minor challenge: a noticeable absence of FAQ content on the website’s listing pages.
To overcome this hurdle without exhausting significant content resources on writing hundreds of FAQs, we employed ChatGPT, an AI-powered language model, to generate relevant FAQs for the listing pages based on their existing content. This approach ensured that the content was tailored to the specific products and services provided by the e-commerce website.
In this experiment, our objective was to evaluate the effectiveness of the FAQ-rich result in driving increased organic traffic to the listing pages and to build a compelling business case for allocating the necessary resources to implement this change on the website eventually.
The Hypothesis
We hypothesized that the FAQ riFAQ-richt would have a positive impact on organic traffic to the listing pages of the website in question.