1. They improve SEO and help you appear in ‘People Also Ask’ boxes.
When a traveller searches “Is Suffolk worth visiting?” or “What to do in York for free?”, Google often displays a ‘People Also Ask’ section. These are automatically generated FAQs, and the websites providing the best answers to these queries can appear directly within them - a prime visibility spot above many organic results.

By including FAQs on your landing and campaign pages, you’re effectively matching your content to these conversational search queries. That helps your site rank for long-tail keywords that traditional copy might miss - improving reach without extra ad spend.

2. They enhance user experience and conversion.
Visitors landing on your site often have practical questions: parking, accessibility, things to do nearby, or the best time to visit. An FAQ section allows them to find answers quickly - reducing friction and increasing trust. The easier it is to get clarity, the more likely they are to plan, book, or share your content.

3. They reduce repetitive enquiries.
Many of our destination clients still receive high volumes of email and social media questions that could easily be answered on the site. Clear FAQs don’t just help visitors - they free up valuable staff time for other marketing priorities.

Building great FAQs isn’t guesswork - it’s about using data and real user insight. Here’s how to make them work harder for your destination:

Start with what you already know.

• Review your Google Analytics and look for search terms driving traffic.
• Scan email inboxes, contact forms, and social comments for recurring questions.
• Ask your local businesses what visitors often ask them.

Use data tools to find what people really want to know.

This is where AnswerThePublic comes in. For around £200 as a one-off investment, this simple tool visualises the questions people are typing into search engines - grouped by who, what, when, where, and why.

Type in a keyword like “Norfolk” or “things to do in Skegness” and you’ll instantly see a wheel of related searches such as:

• What is Norfolk famous for?
• Where to stay in Norfolk for families?
• When is the best time to visit the Norfolk Broads?

You’ll discover dozens of authentic, user-generated questions that can shape both your FAQ content and future blog ideas.

Prioritise seasonal, accessibility, and planning themes.

Some of the most valuable FAQs for destinations relate to trip planning and accessibility. For example:

• Is the Yorkshire Dales accessible for wheelchair users?
• What to do in Worcestershire on a rainy day?
• When does Christmas start in Winchester?

These questions capture intent-led searches at key times of year - helping your site stay relevant and visible as seasons shift.

The power of FAQs comes from where and how you use them. Here’s where to focus your efforts:

1. Your 10 most visited landing pages - These are high-traffic pages where adding a small FAQ block can dramatically improve engagement and SEO value.
2. Your 10 most visited blog posts - Especially list-style or guide articles like “Top 10 Things to Do in Suffolk”. Add a few FAQs that reflect related search questions.
3. Every major campaign or seasonal landing page - For example: “Summer in Norfolk”, “Christmas in York”, or “Family Holidays in Devon”. FAQs make these pages more discoverable and useful.
4. Your accessibility and practical information pages - Adding structured FAQs (using schema markup, if available) improves visibility for detailed queries like “Is there parking at…” or “Are dogs allowed?”.

Keep your answers short, clear, and conversational.
Aim for two to three sentences per question - enough to answer fully without overwhelming the reader.

Link to deeper content.
If someone asks “What are the best beaches in Suffolk?”, include a short answer with a link to your full Top Suffolk Beaches guide. This builds internal links and keeps visitors exploring your site.

Refresh seasonally.
Every few months, review which questions are performing best in search results (via Google Search Console) and update your FAQs to reflect new trends or events.

You don’t need dozens - just a handful done well.
Three or four well-chosen FAQs per page is more than enough to make an impact. Focus on the questions that reflect your audience’s real intent and align with your destination’s priorities. Quality beats quantity every time.

FAQs are one of the most underused SEO tools in destination marketing. They’re low-effort, high-value, and completely aligned with how modern travellers search for inspiration and information.

With a little data insight and a tool like AnswerThePublic, you can quickly turn everyday visitor questions into traffic-driving, conversion-boosting content.