Why it fell out of favour
FAQ pages became a dumping ground: invented questions nobody asked, answered in one line, built to hit keywords. Search engines learned to discount them, and the advice became to fold the content into real pages.
Why the format fits again
A question followed by a direct, self-contained answer is exactly the unit a model retrieves. The format was never the problem — the fabricated questions were. Done honestly, an FAQ is the most quotable structure you can publish.
Use questions you actually receive
Take them from sales calls, support tickets, and the messages people send before buying. Real questions carry the phrasing real buyers use, which is the phrasing that matches real prompts. Invented ones match nothing and read as filler.
If nobody has ever asked it, it isn’t a frequently asked question — it’s keyword padding with a question mark.
Answer at full length
One-line answers are the old failure mode. Give each question a genuine paragraph that resolves it completely, including the awkward ones about cost, limitations, and who you’re not for — the answers competitors avoid are the ones that get cited.
Mark it up, carefully
FAQPage schema helps a model parse the pairing, but only where the page really is a set of discrete questions and answers. Applying it to marketing copy dressed as questions is the kind of mismatch that undermines the rest of your structured data.
Put it where the decision happens
A standalone FAQ buried in the footer helps least. Questions belong on the page where they arise — pricing questions on the pricing page, implementation questions on the service page — so they answer the objection at the moment it forms.