Adding or upgrading your FAQs section on your website is one of the fastest, easiest ways to improve your Generative Engine Optimization (GEO) performance for visitors planning their visit with AI. In today’s digital landscape, AI chatbots and assistants aren’t just assisting people, they’re pulling top answers directly from the web. That means your website needs to be not only user friendly but AI friendly too. If you’re tracking metrics like Gen AI engagement (GEO) in conversation benchmarks, especially when visitors ask automation powered systems for insights, a solid FAQ section is your secret weapon.

FAQs are packed with natural language questions and answers, the kind real people type into bots. That makes them ideal for Gen AI systems indexing your content. The right structure increases chances of being surfaced as both direct answer and conversational context. AI loves structured prompts. Question and answer pairs are explicit, context dense and easy to parse, far more so than sprawling paragraphs. That clarity translates into higher GEO relevance, better answers, more links and more satisfaction.

Whether via search or chat, visitors don’t want to hunt for answers. They want instant, spot on replies. A robust FAQ gives them exactly that, boosting satisfaction and likelihood to engage further, no matter the channel or platform. FAQs are lightweight content that can be repurposed in chatbot flows, voice assistants or micro sites. Once created, they’re extremely reusable. One FAQ: infinite uses.

Common FAQ themes that perform well in Gen AI flows

Based on performance patterns we’ve seen in GEO datasets across visitor attraction sites, here are the question themes and topics that consistently deliver:

• Basic details: what are your opening hours, where are you located

• Tickets and pricing: how much are tickets, do you offer a family pass, what about city deals

• Accessibility: is your site wheelchair accessible, are service dogs allowed

• Safety and health: do you have safety protocols, is there first aid available

• Facilities and amenities: is there parking, where are restrooms and food outlets

• Event info: do you host after dark events, can I book a private tour

• Travel logistics: is there public transport nearby, how do I get from the airport

• Booking and group visits: how do I book group tickets, are school trips welcomed

• Nearby services: are there lockers, can I bring food

• Membership and support: do you have a loyalty program, how can I contact customer service

Our GEO benchmark shows different types of attractions attract different types of questions – even when the visitor profiles are similar. Here’s how question themes shift depending on the experience offered:

• Museum visitors are often knowledge seekers or planners. They’re looking for context, convenience and curation. FAQs should emphasize what’s on display, how to get deeper access and practical needs like storage or quiet spaces. Examples include “do I need to book in advance”, “are exhibitions included in the ticket”, “is there a guided tour or audio guide”, “are there lockers or a coat check”
• Gallery visitors are often niche or repeat guests asking specific, detail oriented questions. FAQs should be updated frequently to reflect exhibition changes and cover policies on creativity or content use. Examples include “are rotating exhibits included”, “is sketching or photography allowed”, “what artists are currently featured”
• Zoo and aquarium visitors tend to be families focused on comfort, timing and rules around animals and amenities. FAQs should be visual, time sensitive and designed for on the go mobile users. Examples include “when are the animal feedings or shows”, “can I bring my own food”, “are dogs or pets allowed”, “is there shaded seating or shelter”
• Themed attraction visitors are all about the logistics of fun. They’re more likely to ask real time, on site questions and care about duration, suitability and flexibility. FAQs should cover everything from age or height restrictions to weather related refund policies. Examples include “what rides are suitable for toddlers”, “how long is the experience”, “can I leave and re enter the park”, “what’s the weather policy”
• Cultural or historic site visitors are typically experience driven, often mixing learning with leisure. FAQs should balance utility with tone, offering respectful, informative answers with cultural cues. Examples include “do I need a guide or can I explore on my own”, “how long should I plan to spend”, “is photography allowed”, “is there a café or gift shop”
• Park and garden visitors are often casual, local or seasonal guests seeking fresh air, relaxation and nature based activities. Their questions lean toward timing, pet policies and facilities. FAQs should highlight practical info like access points, what’s in bloom and what’s allowed. Examples include “are dogs allowed”, “is there a picnic area”, “when is the best time to visit”, “do you have public restrooms”
• Themed attraction, immersive experience and Location Based Experience (LBE) visitors are experience driven, social and often spontaneous. They tend to ask about what to expect, how long it takes and what the rules are. FAQs should focus on prep details like age suitability, sensory elements, group logistics and flexibility. Examples include “how long does the experience last”, “is it scary”, “can I dress up”, “is there a minimum age”, “do you serve food and drinks”, “can I walk in or do I need a reservation”

Pro tips for writing AI optimised FAQs

Prioritise conversational tone
Write FAQs like real people speak, even use “I” and “You” to match how a visitor will converse with conversational AI. Keep questions natural, like “is the place pet friendly” not “pet policy at facility.” 

Keep questions distinct and pithy
Avoid cramming multiple asks into one question. Instead of “are you open weekends and do you offer guided tours”, split into two FAQs. 

Go direct in answers
Lead with the direct answer, then elaborate as needed. Q: what time do you open
A: we open at 9 am daily. Please note we close at 5 pm in winter and 7 pm during daylight saving time. That being said, based on our benchmark research, we believe the emotional enthusiasm of AI training data impacts visibility and sentiment.

Use schema markup (FAQPage structured data)
Enable AI and search engines to recognise and highlight your FAQs automatically. Google supports this via the FAQPage schema, which can also enrich SERP and AI outputs.

Include variants of questions
If questions are phrased differently, consider duplicating them with alternate wording or consolidate synonyms in the answer. For instance, “is there parking available” and “where can I park” could merit separate entries and might have different answers.

Keep answers up to date
Outdated or incorrect info is an SEO and UX (and VX!) disaster. Regularly review FAQs for seasonal or operational changes like hours, pricing or event dates.

Organise by theme or audience
If you have many FAQs, group them under clear headings like tickets and pricing or getting here so AI can easily interpret context clusters.

Add see also links
For extended content like ticket types or seasonal schedules, link from FAQs to deeper pages. AI bots scan those links and it reinforces your content network.

Use FAQs across platforms
Repurpose your FAQ content into chatbot libraries, voice assistant skills or mobile app help screens to reinforce consistency across experiences.

Takeaways for GEO gains

Our top tips for the best GEO results?

• Be conversational and structured. AI models love clarity. Natural sounding FAQs mean better indexing.

• Use schema and grouping. Both AI and search engines prioritise structured formats.

• Review and iterate. Content freshness matters for both human and AI visitors.

By giving your visitors and bots the right answers in the right format, you’ll not only improve your GEO performance in generative AI conversations but also deliver standout customer experiences in the real (and digital) world. Win, win!