This translation has not been editorially reviewed yet. The German version is authoritative. Deutsche Fassung

GEO / AI

Should headings on the website be phrased as questions?

Yes, at least one heading per page should be phrased as a genuine question, because people ask answer engines and voice assistants questions in natural language. A heading like "How long does a website check take?" matches these queries word for word, while a heading like "Check duration" misses them. Our check therefore counts the headings that end in a question mark.

Question headings match the wording searchers use

Someone using a search engine often types keywords. Someone writing to ChatGPT or talking to a voice assistant, on the other hand, phrases whole questions: "How much does an accessible redesign of my website cost?" Answer engines then look for pages that address exactly this question. A heading phrased as a question is the clearest signal for that, since it announces: the answer follows right below. The pattern of question heading plus answer paragraph is also the structure machines pick up most easily into their answers. An everyday example: the heading "Our services at a glance" becomes "What do we check on your website?" — same content, noticeably better findability.

How to use question headings correctly

Our check awards points as soon as at least one heading on the page ends in a question mark. That doesn't mean every heading has to be a question — a page full of questions quickly feels forced. A mix works well: plain headings for structure, question headings at the spots where customers genuinely bring a question. Word the question the way a customer would ask it on the phone, in their words rather than technical terms. So "What does the check cost?" instead of "Pricing overview". The answer belongs directly under the heading, in the first sentences, with no detour through preamble.

Choose at least one heading per page that poses a real customer question verbatim and ends in a question mark.
Use the wording from customer conversations instead of internal jargon.
Answer the question directly in the first sentence under the heading.
Rework existing keyword headings where a question would feel more natural.
Avoid pure chains of questions — mix question headings with plain ones.

Deutsche Fassung dieser Seite

FAQ

How many question headings does a page need?

For this check point, a single heading ending in a question mark is enough. The related check point on question-and-answer structure counts two or more question headings as a full-fledged FAQ pattern. So a sensible target is: one to three real customer questions per page, each with a direct answer below, embedded among plain headings.

Aren't question headings unprofessional for a company website?

No, the opposite. A well-chosen question shows that you know and take your customers' concerns seriously. Only sensationalist or artificial questions with no real answer come across as unserious. Stick to questions customers actually ask, and answer them briefly and honestly — then the question format strengthens credibility.

What's the difference between a question heading and an FAQ section?

A question heading is a single heading phrased as a question in the middle of the normal page layout. An FAQ section gathers several question-and-answer pairs in one place, often expandable and with machine-readable markup. Both are separate check points in the "GEO" area, and both pay into the same goal: your content matches how users ask questions.