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FAQs: Should FAQs be about your specific brand or the industry in general?

For your site FAQ page the questions should be about you and your brand.
And the best keyword to optimise this page for is <Brand name> FAQs.

You can use broader keywords as blog article ideas.

For example:
What is your refund policy? – FAQ page
Why do waterproof blankets cost so much?  – blog post.