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使用结构化数据标记 FAQ

常见问题解答 (FAQ) 页包含一系列有关特定主题的问题和答案。如果您正确标记了 FAQ 页，它们可能会在 Google 搜索中显示为富媒体搜索结果，并可通过 Google 助理的 Action，帮助您的网站覆盖合适的用户。下面是 FAQ 富媒体搜索结果的示例：

Google 搜索结果中的 FAQ 富媒体搜索结果

功能可用性

FAQ 富媒体搜索结果目前适用于所有可以使用 Google 搜索的国家/地区和语言，既支持桌面设备，也支持移动设备。

示例

JSON-LD

下面是一个 JSON-LD 格式的 FAQPage 示例：


<html>
  <head>
    <title>Example Site - Frequently Asked Questions(FAQ)</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org",
      "@type": "FAQPage",
      "mainEntity": [{
        "@type": "Question",
        "name": "What is the return policy?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "<p>Most unopened items in new condition and returned within <b>90 days</b> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.</p><p>Online purchases may be returned via a major parcel carrier. <a href=https://example.com/returns> Click here </a> to initiate a return.</p>"
        }
      }, {
        "@type": "Question",
        "name": "How long does it take to process a refund?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "We will reimburse you for returned items in the same way you paid for them. For example, any amounts deducted from a gift card will be credited back to a gift card. For returns by mail, once we receive your return, we will process it within 4–5 business days. It may take up to 7 days after we process the return to reflect in your account, depending on your financial institution's processing time."
        }
      }, {
        "@type": "Question",
        "name": "What is the policy for late/non-delivery of items ordered online?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "<p>Our local teams work diligently to make sure that your order arrives on time, within our normaldelivery hours of 9AM to 8PM in the recipient's time zone. During  busy holiday periods like Christmas, Valentine's and Mother's Day, we may extend our delivery hours before 9AM and after 8PM to ensure that all gifts are delivered on time. If for any reason your gift does not arrive on time, our dedicated Customer Service agents will do everything they can to help successfully resolve your issue.</p><p><a href=https://example.com/orders/>Click here</a> to complete the form with your order-related question(s).</p>"
        }
      }, {
        "@type": "Question",
        "name": "When will my credit card be charged?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "We'll attempt to securely charge your credit card at the point of purchase online. If there's a problem, you'll be notified on the spot and prompted to use another card. Once we receive verification of sufficient funds, your payment will be completed and transferred securely to us. Your account will be charged in 24 to 48 hours."
        }
      }, {
        "@type": "Question",
        "name": "Will I be charged sales tax for online orders?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text":"Local and State sales tax will be collected if your recipient's mailing address is in: <ul><li>Arizona</li><li>California</li><li>Colorado</li></ul>"}
        }]
    }
    </script>
  </head>
  <body>
  </body>
</html>
微数据

下面是一个微数据格式的 FAQPage 示例：


<html itemscope itemtype="https://schema.org/FAQPage">
<head>
    </head>
<body>
  <h1>
    Frequently Asked Questions(FAQ)
  </h1>
  <div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
    <h2 itemprop="name">What is the return policy?</h2>
    <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
      <div itemprop="text">
        Most unopened items in new condition and returned within <b>90 days</b> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.
        <br /><p>Online purchases may be returned via a major parcel carrier. <a href="https://example.com/returns"> Click here </a> to initiate a return.</p>
      </div>
    </div>
  </div>
  <div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
    <h2 itemprop="name">How long does it take to process a refund?</h2>
    <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
      <div itemprop="text">
        We will reimburse you for returned items in the same way you paid for them. For example, any amounts deducted from a gift card will be credited back to a gift card. For returns by mail, once we receive your return, we will process it within 4–5 business days. It may take up to 7 days after we process the return to reflect in your account, depending on your financial institution's processing time.
    </div>
  </div>
</div>
<div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
  <h2 itemprop="name">What is the policy for late/non-delivery of items ordered online?</h2>
  <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
    <div itemprop="text">
      Our local teams work diligently to make sure that your order arrives on time, within our normal delivery hours of 9AM to 8PM in the recipient's time zone. During  busy holiday periods like Christmas, Valentine's and Mother's Day, we may extend our delivery hours before 9AM and after 8PM to ensure that all gifts are delivered on time. If for any reason your gift does not arrive on time, our dedicated Customer Service agents will do everything they can to help successfully resolve your issue.
      <br/> <p><a href="https://example.com/orders/">Click here</a> to complete the form with your order-related question(s).</p>
    </div>
  </div>
</div>
<div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
  <h2 itemprop="name">When will my credit card be charged?</h2>
  <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
    <div itemprop="text">
      We'll attempt to securely charge your credit card at the point of purchase online. If there's a problem, you'll be notified on the spot and prompted to use another card. Once we receive verification of sufficient funds, your payment will be completed and transferred securely to us. Your account will be charged in 24 to 48 hours.
    </div>
  </div>
</div>
<div itemscope itemprop="mainEntity" itemtype="https://schema.org/Question">
  <h2 itemprop="name">Will I be charged sales tax for online orders?</h2>
  <div itemscope itemprop="acceptedAnswer" itemtype="https://schema.org/Answer">
    <div itemprop="text">
      Local and State sales tax will be collected if your recipient's mailing address is in:
      <ul>
        <li>Arizona</li>
        <li>California</li>
        <li>Colorado</li>
      </ul>
    </div>
  </div>
</div>
  </body>
</html>

指南

要让您的常见问题解答页能够显示为富媒体搜索结果，您必须遵循以下指南：

内容指南

  • 请仅在您的网页包含 FAQ（其中，每个问题都有答案）时使用 FAQPage。如果您的网页中只列出了一个问题且用户可以提交备选答案，请改用 QAPage。下面是一些示例：

    有效用例：

    • 一个由网站本身编写的常见问题解答页，用户无法在该网页上提交备选答案
    • 一个列有常见问题解答的产品支持页，用户无法在该网页上提交备选答案

    无效用例：

    • 一个论坛网页，用户可以在该网页上提交单个问题的答案
    • 一个产品支持页，用户可以在该网页上提交单个问题的答案
    • 一个产品页面，用户可以在这个页面上提交多个问题和答案
  • 请勿将 FAQPage 用于广告宣传。
  • 确保每个 Question 包含完整的问题内容，并确保每个 Answer 包含完整的答案内容。可以显示整个问题和答案内容。
  • 如果问题和答案包含以下任何类型的内容，那么它们可能不会显示为富媒体搜索结果：淫秽、亵渎、露骨色情、血腥暴力、宣传危险/违法活动，或仇恨性/骚扰性语言。
  • 所有 FAQ 内容都必须在源网页上对用户可见。以下是一些示例：

    有效用例：

    • 问题和答案在网页上都对用户可见。
    • 问题在网页上可见，而答案隐藏在可展开的部分。用户可以通过点击可展开的部分查看答案。

    无效用例：用户根本无法在网页上找到 FAQ 内容。

  • 如果您的网站上存在重复的 FAQ 内容（也就是说，相同的问题和答案出现在您网站的多个网页上），在整个网站上，请仅标记一处该内容。

结构化数据类型定义

要使您的内容能够显示为富媒体搜索结果，您必须为其添加必需属性。你还可以添加建议的属性，以便向结构化数据添加更多信息，进而提供更好的用户体验。

FAQPage

schema.org 上提供了 FAQPage 的完整定义。

FAQPage 类型表示网页是包含已获解答问题的 FAQ 页。每个网页都必须有一个 FAQPage 类型定义。

必需的属性
mainEntity Question

以 Question 为元素的数组，包含 FAQPage 上附有答案的问题。您必须至少指定一个有效的 Question 项。Question 项包含问题和答案。

Question

如需了解 Question 的完整定义，请访问 schema.org。

Question 类型定义了 FAQ 中的一个已获解答的问题。每个 Question 实例都必须包含在 schema.org/FAQPage 的 mainEntity 属性数组中。

必需的属性
acceptedAnswer Answer

问题的答案。每个问题必须有一个答案。
name Text

问题的完整内容。例如，“处理退款需要多长时间？”。

Answer

如需了解 Answer 的完整定义，请访问 schema.org。

Answer 类型定义了相应网页上每个 Question 的 acceptedAnswer。

必需的属性
text Text

问题的完整答案。答案可能包含 HTML 内容（如链接和列表）。Google 搜索会显示以下 HTML 标记，所有其他标记均会被忽略：<h1> 到 <h6>、<br>、<ol>、<ul>、<li>、<a>、<p>、<div>、<b>、<strong>、<i> 和 <em>。

问题排查

如果您在实施或调试结构化数据时遇到问题，请查看下面列出的一些实用资源。

  • 如果您使用了内容管理系统 (CMS) 或其他人负责管理您的网站，请向其寻求帮助。请务必向其转发列明问题细节的任何 Search Console 消息。
  • Google 不能保证使用结构化数据的功能一定会显示在搜索结果中。如需查看导致 Google 无法将您的内容显示为富媒体搜索结果的各种常见原因，请参阅结构化数据常规指南。
  • 您的结构化数据可能存在错误。请参阅结构化数据错误列表。
  • 如果您的网页受到结构化数据手动操作的影响，其中的结构化数据将会被忽略（但该网页仍可能会出现在 Google 搜索结果中）。如需修正结构化数据问题，请使用“人工处置措施”报告。
  • 再次查看相关指南，确认您的内容是否未遵循指南。问题可能是因为出现垃圾内容或使用垃圾标记导致的。不过，问题可能不是语法问题，因此富媒体搜索结果测试无法识别这些问题。
  • 针对富媒体搜索结果缺失/富媒体搜索结果总数下降进行问题排查。
  • 请等待一段时间，以便 Google 重新抓取您的网页并重新将其编入索引。请注意，网页发布后，Google 可能需要几天时间才会找到和抓取该网页。有关抓取和索引编制的常见问题，请参阅 Google 搜索抓取和索引编制常见问题解答。
  • 在 Google 搜索中心论坛中发帖提问。