Question Keywords
Keywords phrased as questions are the foundation for voice search and featured snippet content. How to find and use them in your article structure.
Question keywords are search queries that contain interrogative words (what, how, why, etc.). Optimizing for them increases the chance of winning Featured Snippets and voice assistant answers.
Question types (5W1H)
Most informational queries fit the 5W1H framework:
- What – "what is SEO".
- Why – "why is my site not indexed".
- How – "how to set up WordPress".
- When – "when to update content".
- Where – "where to buy a domain".
- Who – "who created Google".
Additional question words like "which," "how much," "is it possible" create long-tail queries with low competition and clear informational intent.
How to find question keywords
Tools and sources:
- AnswerThePublic – visual question maps.
- AlsoAsked – related question chains from search.
- Google Suggest – autocomplete when you start typing a question.
- People Also Ask in SERPs – a ready list of popular questions.
- Ahrefs Keywords Explorer – filter for question words.
Using them in content
The most effective approach is to turn each question into an H2 or H3 heading and provide a concise answer immediately below. This naturally forms a FAQ section. Example:
<h2>What is SEO?</h2>
<p>SEO is a set of practices to improve a website's visibility in search engines…</p>
<h2>Why is SEO important for business?</h2>
<p>Because 68% of online experiences start with a search…</p>Common questions
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