So you’re asking yourself, “What’s the easiest way to optimize my site for AI search?” Here’s your answer.
If you’re looking for a fast, low-effort way to improve your site’s visibility in AI tools and search results, your FAQ page is a great place to start. Most brands treat their FAQ page like a dusty appendix. But for marketers and impact-driven organizations, this underused page can quietly do the work of a much bigger strategy, if you optimize it correctly.
1.Format your FAQs for search engines and scanners
Well-structured FAQs make it easier for search engines to extract relevant information. They also help generative AI tools identify and surface your content as an authoritative answer.
To get more visibility from your FAQs:
You can absolutely use expandable toggles (like accordions) to organize FAQs—just make sure the content is included in the initial page load. If the answer is in the page’s HTML, it can be indexed and ingested, even if it’s hidden until clicked. Avoid setups where the content loads dynamically after a user clicks, as it may not be crawled by search engines or AI tools.
Google’s FAQPage documentation explains how to mark up FAQ content for visibility in search results. Even without markup, a well-structured FAQ with strategic keywords can support long-tail search and AI discovery.
2. Write FAQs with zero-click and AI tools in mind
Tools like ChatGPT, Perplexity, and Bard often surface information from structured, trusted content. If your FAQ page is well written and clearly formatted, it’s more likely to be interpreted, and quoted, by these systems.
This behavior is called “zero-click marketing,” where users get answers without ever leaving the search interface. Essentially, search results serve up exactly users are looking for, no click required.
Done well, your FAQ page can position your brand as the quoted authority, whether the user clicks through or not.
3. Turn each FAQ into a content asset
If your team is ever stuck on what to post next, start with your FAQs. They’re already vetted, relevant, and repeatable. This approach also reduces the time your team spends reinventing content from scratch.
A single FAQ can become:
For example, an FAQ like “How does your team ensure accessibility?” can be turned into:
Your audience has already asked. All you have to do is repackage the answer. (We’re making note to do this, ourselves!)
4. Keep your FAQ page alive and working
If you don’t have an FAQ page, now is a great time to make one! Most FAQ pages get written once and left to rot. Instead, treat it like a living document. Every time you:
…you probably have a new FAQ to write or update right now if you look for it!
Use data to guide you:
This isn’t about chasing perfection. It’s about building momentum with a page that often gets ignored.
30-Minute Action
Review your current FAQ page. Choose three entries to rewrite with clearer headers, concise answers, and a link to one internal page.
Not sure where to start? Look at your support inbox or sales calls for common themes—that’s your FAQ content.
Pick one question to reformat for social—either as a LinkedIn post or an Instagram carousel. Post it this week.
The shift to AI search is already underway, and visibility is no longer just about ranking on Google. Tools like ChatGPT and Perplexity are scanning websites for structured, trustworthy content they can surface as answers. A well-formatted FAQ page, especially one that lives in your HTML and uses plain, direct language, is more likely to be indexed, cited, and trusted across platforms. Whether you’re using expandable toggles or a simple list, the key is clarity and accessibility. If you’re looking for a smart, low-lift way to start optimizing your site for this new era of search, your FAQ page is a great place to begin.