How to use FAQs and Knowledge Bases

How to use FAQs and Knowledge Bases

How to use FAQs and Knowledge Bases to increase your organic traffic by 10x

While we’ve already discussed the importance of content for ranking websites, many website owners find it difficult to provide enough information on their service or product pages. We often create FAQ sections or Knowledge Bases for our clients. You can add this section to your website. It will cover your topic in depth and answer the most frequently asked questions. This is a great way for you to show your expertise and it can also help increase your Google traffic.

How to use FAQs and Knowledge Bases
How to use FAQs and Knowledge Bases to increase your organic traffic by 10x

Let’s take a look at an illustration. SJD Accountancy is a firm of accountants that has mastered the Knowledge Base strategy. Here is their website:

The highlighted Resources menu will show you that there is a lot of content on their website. There are guides for contractors and small businesses as well as a great selection of calculator tools. Why would they bother with all this content? It must have cost a lot of time and money.

Here are the SEMrush numbers for this website:

This is an average of 24,000 visits per month to an accounting practice, with an equivalent value of PS117k per month in Google Ads Spend.

These numbers are SEMrush guesstimates, based on their search volumes, rankings, and advertising costs for the terms they rank for. Although the Knowledge Base cost them PS40k in time and effort (or outsourcing), it should pay for many years.

How to use FAQs

These are the phrases they rank for and are expected to get them the most traffic.

The ‘Keyword column displays the phrase they are ranking for. The ‘Pos column displays the Google position (1 being at the top). 11 is the position 11, which is also the first page 2 and so forth. The volume is an estimate for how many times the phrase is searched each month. The CPC is an estimate about how much other companies are spending per click to promote the phrase.

First, you can see that their article on umbrella companies has landed them in the top spot for “umbrella business”. Advertising for this keyword costs around PS35 per click. This page alone brings them approximately PS162,000 in monthly traffic for that keyword. This page ranks for a lot of related keywords, so the real value is likely to be significantly higher.

SJD also offers a contractor take-home pay calculator. This is a huge source of traffic. The site is currently ranked in position 3 for “contractor Salary Calculator”, which could be better. However, this calculator ranks on page 1 for 15,000 monthly searches, making it a highly profitable source of leads.

Why did they create a calculator to calculate take-home pay for contractors? The company sells its accountancy services to contractors who are looking for the term and will find the calculator helpful. Here is the calculator page.

The page begins with information, which gives the visitor the exact information they are looking for. The page then offers their accounting services to the visitor. This is how they obtain clients.

The information is used to attract people then they have a call-to-action that turns them into buyers. It’s simple and effective.

This site’s homepage is an important part of their ranking.

Many websites that aren’t performing well find that their homepage ranks highest for keywords. Because their subpages don’t have the right keywords or are poorly optimized, they rely on the homepage to do the bulk of the legwork. Only 18.88% contribute to their rankings through the SJD homepage.

You would be denying the website a large portion of its traffic and ranking if you removed the Knowledge Base section of the SJD Accounting website. They would lose about 80% traffic. This means that the knowledge base and information pages have led to 4X more traffic than if they didn’t follow this strategy. This could make a difference for many businesses in achieving their growth goals and staying in the frustrating “struggle zone”.

We all know the importance of Knowledge Bases and FAQ Sections. How can you create one for your company? Although the entire process could easily be written in a book, I will give you a quick exercise to get you started on building your Knowledge Base.

MarketingU offers more advanced tutorials and videos. You can find them at

If you need help with your Knowledge Base, please get in touch at

How to plan a knowledge base

First, identify the topics around which you will build your Knowledge Base. Your time and budget will determine how big your Knowledge Base should be. However, a 5–10 page Knowledge Base that focuses on one topic of expertise is a good starting point.

Keyword research is the best place to start. To compile a long list of keywords to target, you can use the Keyword Research Process from Section 1.

Let’s take an example of an eCommerce site that sells bathroom furniture (baths and sinks, etc.). This process works regardless of whether you are an eCommerce website or if you sell bathrooms.

Although I would like to rank this Ninja Bathrooms website, I am facing stiff competition so I will need to be creative about how I approach this market. This is a topic people will be searching for help and advice on and could make a great Knowledge Base.

My keyword research has shown me that “bathroom styles” is well-searched. Because I have a great selection of products in these styles, I identified some styles that I would like to target. My Knowledge Base target phrases are:

Keyword Keyword Keyword Keyword Category

Styles for Bathroom Styles 320

Ideas for bathroom style 110

Bathrooms in Victorian Victorian Style 320

Victorian-style bathroom tiles 140

Bathroom suites in Victorian Style 140

Bathroom accessories in Victorian style 50

Country Country style bathrooms 170

Bathroom sinks in country style 90

Ideas for country style bathrooms 90

Notice how I have divided my target keywords into logical sections. A general section titled ‘Styles’, followed by more specific sections titled ‘Victorian and ‘Country’.

This is where I can see how my Knowledge Base will look. Because it’s more descriptive than “Knowledge Base”, I will also call my Knowledge Base “Bathroom Style Guide”. At this stage, I am starting small. Your Knowledge Base will be continually updated and you don’t need to make it live.

We can begin to plan a rough structure by using the bullet point annotations we discussed earlier.

* Bathroom Style Guide (this page will provide an overview of the various styles I have in my Knowledge Base).

o Bathroom design ideas (some photos and descriptions of various styles)

o Tips on choosing a bathroom style (how to adapt to your property, etc.

Victorian Style Bathrooms (overview page full of detailed information about this style, e.g. The different parts of a Victorian-style bathroom. Each link will take you to the pages below. This page will also include phrases such as “Victorian-style bathroom ideas”.

* Victorian bathroom sinks (in depth guide to Victorian bathroom Sinks)

* Victorian baths (in depth guide to Victorian baths).

* Victorian bathroom tiles (in depth guide to Victorian bathroom tile)

* Victorian bathroom accessories (in-depth guide to Victorian accessories for bathrooms)

Country Style Bathrooms (an overview page that targets “ideas” phrases again)

* Bathroom sinks in country style

* Country-style baths

*, etc.

This simple exercise shows how easy it is to create a Knowledge Base with in-depth content on these topics.

These Knowledge Base pages are likely to rank higher than eCommerce category pages that target these phrases. You should make sure your Knowledge Base pages link back to your category pages and products throughout your site. Traffic without conversion is just charity.

This approach will allow you to slowly work through your service or product categories and build the content necessary for your site to be a leader in your market.