SPA Use Case: Identifying Questions in User Queries for FAQs

Modified on Tue, 13 Dec 2022 at 12:52 PM


This use case guides a user through identifying questions in user queries that could inform content strategy for a website that would like to target FAQ Rich Results.


A marketing team would like to add content to their existing service pages in order to make them eligible for FAQ rich results. However, they aren't sure which questions to add to drive the most traffic. Knowing which questions are driving users to these pages in the first place will give them a good starting point for adding FAQ content. The SPA Queries section can be filtered right down to specific URLs or groups of URLs using SPA controls.


  • Pages that have been visited by users in the past


Step 1: Login to

Step 2: Click on Reporting on the side menu.

Step 3: Click on Performance Analytics.

Step 4: Click on Aggregate Level Reports.

Step 5: In the All URLs Performance  tab, use the controls to select a start date and an end date, and a specific URL or use URL wildcard to filter out a specific group of URLs.

For the purpose of this example, we will filter for URLs containing the word 'success', we could have used any of the other controls such as URL match and URL wildcards.

Step 6: Scroll down to the List of Queries clicks, Impressions and CTR by Date section. 

Step 7: In the Queries Pattern field, input a keyword that denotes a question (e.g. “What”, “Why”, “When”, “Where”, “How” or “?”). Observe the queries and repeat for other keywords.


Step 8: Click the ellipsis in the top right of the widget to download the data to Excel or CSV and share the results with the client.

SPA cannot currently search for multiple terms at the same time (e.g How + When + Why), so it's best to search for each term separately, then download each CSV file individually and merge them into a single sheet.


Once the results for each term have been merged into one sheet, the team can begin adding those questions and their answers to the service pages, add FAQPage markup, and become eligible for the targeted rich result.

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