How Web Choice Improved Organic Rankings for High-Intent Keywords With an FAQ

By adding a FAQ of top questions asked during sales calls to their site, Web Choice was able to achieve the #1 organic sport for a high-intent keyword.

Here’s exactly how they did it.

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The goal: Drive inbound leads by ranking in high-intent search results

B2B SEO and web development company, Web Choice was looking to ramp up their search rankings for high-intent keywords to drive more inbound leads.

To achieve this, they would need to break through a crowded market and outrank big competitors.

The team had already tried all the usual approaches to optimize their webpage for SEO.

They addressed users’ pain points, added social proof and examples, looked at what top-ranking pages were doing and how they could add extra insights, etc. But they still found themselves on page two. 

The fast marketing tactic: Add an FAQ of top questions asked during sales calls

The team collected the most common questions they get asked during sales calls. For example, How much does it cost? How long does it take? Is it a fit for my business? Isn’t paid search/ads quicker?

They then addressed all these questions and objections in an FAQ at the bottom of the landing page.

The result: #1 organic spot for a high-intent keyword

Web Choice implemented this tactic on their SEO services landing page in May 2023. These were the results for this webpage:

• Reached the #1 organic spot for the keyword “B2B SEO company” in their target region, the UK (as well as other regions), within three weeks, outranking several big competitors.
• Increased organic traffic from near zero (when located on page two) to 206 high-intent page views in the last month.
• Increased the number of qualified leads to around 3 per month.
• In addition, being the number one organic result helps Web Choice grow its authority among prospects.

Why does it work?

• Google rewards content that shows direct experience and expertise (E-E-A-T). Addressing common prospect questions is one way to give Google (and your website visitors) what they want.
• Many companies are scared of handling common buyer questions so candidly. Therefore, simply adding this to your website can make you stand out among your competitors.

Meet the specialist behind this tactic

Sam Dunning is the founder and host of Breaking B2B, co-owner of Web Choice, and host of top 10 B2B marketing podcast Business Growth Show. 

Follow Sam on LinkedIn for more website, SEO, and B2B marketing tips.