Why It Exists
A page that answers the questions customers ask every week is doing the office's job before the phone rings. FAQ schema tells Google that the section is a list of questions with answers, which lets it show them under the listing, read them aloud to a voice search, and feed them into its AI answers with the business named as the source.
What It Looks Like
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "Do you charge extra for nights and weekends?",
"acceptedAnswer": {
"@type": "Answer",
"text": "An after hours call carries a modest dispatch difference, quoted on the phone before we roll."
}
}
]
}
The questions and answers in the markup must be the same ones visible on the page, word for word. Google checks. On a BizPinPro site the markup is generated from the same list that prints the page, so adding a sixth question adds it to both and the two cannot drift apart.
What Changed In 2023
Google used to show FAQ rich results for almost any site that had the markup. In 2023 it cut them back to government and health sites. The markup did not stop mattering. It stopped producing the expandable rows under the listing for most businesses, and started feeding Google's AI overviews and the assistants that answer questions directly. The page that states its answers in structured form is the one that gets quoted.
How To Write The Questions
The way customers ask them on the phone, not the way the owner would phrase them. "Do you work on brands you did not install?" is a real question. "Multi-brand service capability" is not. Short answers, in the owner's voice, that would make sense read aloud with no page around them.
See it on a working build: the heating and air page shows the five questions from the Northline example marked up as a FAQ page.
The Foundation Connection
FAQ schema is one of the Schema types in the Verified Identity layer of the Digital Foundation. It is the one that turns the page from a description of the business into a set of answers from it.
