What approach do you take for choosing the keywords to target on a FAQ page? i.e. do you select a specific question (long-tail) or do you choose more generic keywords for the page?
I focus on the questions I feel are important enough to merit being included. Sometimes those questions align well with real-world queries, which may or may not have much traffic. You can try using Google's predictive query completion in their search box, or Google Trends to see if you've got similar alignment between the questions you want to include on a page and real questions people ask. But ultimately, in my opinion, you should put the needs of the people most likely to visit the Website ahead of any marketing goals for attracting traffic. You can create other kinds of content to rank well in search results if it comes down to that.
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