Thumbnail for Video: What's wrong with the Accordion FAQ on Big Motoring World's Brand SERP

Key Moments in episode 117 of the Daily Brand SERP series:

00:00 Brand SERP for Big Motoring World
00:18 Are they dominating their people also ask?
00:29 Big Motoring World’s FAQ page
01:07 Practical tip: Accordion system for FAQs are not ideal

What’s Wrong with Big Motoring World’s Accordion FAQ?

Big Motoring World have a great grip of the People Also Ask feature on their Brand SERP. They “own” the first PAA simply by providing an explicit answer to the question on their site on their FAQ page, which is great!

However, more often than not, the user won’t be satisfied with the snippet on the SERP, so they will click through on the link and (in this case), land on the FAQ page.

Now, when they land on Big Motoring World’s FAQ page, the user will not see the answer… because BMW have opted for an accordion FAQ system, the user will now have to skim-read dozens of questions in this long list of FAQs to find the query they want. Quite a bad experience!

Want to hear my take on this? Watch until the end 😉

Kalicube’s #DailyBrandSERP  November 2nd 2021 presented by the Brand SERP Guy, Jason Barnard.


Hi, I am Jason Barnard. I’m the Brand SERP Guy and today, we’re looking at the Brand SERP for Big Motoring World, which is a car selling company in the UK. And as we can see immediately from the Rich Sitelinks, they’ve got multiple outlets in the UK, but that’s not the point today. The point today, skipping past the Map Pack there is the People Also Ask.

Now the first thing I did was to look and see if they dominated the People Also Ask and they do, they have this first result. CaS you haggle with Big Motoring World really useful that they should answer that question, but there’s a slight problem. If I click here as a user, this is a bad experience I have to search through manually this entire list of FAQs to find the answer I was actually looking for. As a user coming from Google, I would want to see the answer to my question right there and not have to sort through all of these, but also even on their site. If I were to search the site for the answer to a question and I ended up on this page, I would have the same issue.

So as a general rule, these accordion systems for FAQs are not ideal. Either on your site or for people coming in from Google for answers to questions about your brand. So if you are going to dominate the People Also Ask in Google, it’s best to do so with one question-answer per page.

Thank you very much and I’ll see you soon.

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