Write so the answer can be lifted cleanly.

A clear question as the heading, then an answer in the first two or three sentences that stands on its own without the paragraphs around it. Add supporting detail after. If a passage only makes sense in context, it will not be lifted.

Roughly 40 to 80 words for the core answer, long enough to be complete, short enough to quote whole. You can and should elaborate afterward, but the extractable answer needs to work as a standalone unit.

For Google rich results, no. FAQ rich results stopped appearing in Search on May 7, 2026 and Google no longer recommends implementing the markup for that purpose. The FAQ content itself is still very much worth having, because answer-first question-and-answer structure is what AI assistants extract regardless of whether any search feature renders it.

Every page where buyers genuinely have questions, which is most of them. The failure mode is padding pages with generic questions nobody asks. Five real questions drawn from sales calls beat fifteen invented ones, and duplicate FAQs repeated across pages add nothing.

Sometimes, yes, that is the genuine tension. If an assistant answers the question fully, some users will not click. The tradeoff is that being the cited source builds recognition and captures the users with real buying intent, while being absent means the competitor gets both the citation and the click.