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TL;DR
What structured data can do
Structured data describes the visible content of a page in a machine-readable format. Supported types can make a page eligible for a richer search display, but valid markup does not guarantee that Google will show it.
Choose types that describe your page
Product markup can describe genuine products, prices and availability. Organization markup describes verified business details. Article markup can identify the author and dates of a blog post. Check the current requirements for each search feature before implementing it.
FAQ and HowTo remain Schema.org types, but their former Google rich results are retired. Google stopped showing HowTo rich results in September 2023 and FAQ rich results in May 2026. Keep useful questions and instructions visible for readers; do not promise an enhanced Google display from those types.
Implement and check the markup
Google recommends JSON-LD when practical. Use the structured data introduction and the relevant feature guide rather than copying markup that describes another business.
JSON-LD is a script block in the page source, not another answer visible to readers. Keep the underlying questions and answers in ordinary page content. If you use FAQPage vocabulary for an application outside Google Search, describe only those visible answers and check that application's own rules. Google's FAQ display was retired in May 2026; JSON-LD alone will not restore it or make an AI answer cite the page.
Match markup to visible content. Do not invent reviews, ratings, qualifications or business details. Test supported Google features with the Rich Results Test and use the Schema.org validator for vocabulary checks. Passing a test establishes neither indexing nor a ranking improvement.
Review markup when the underlying content changes. Prioritise accurate business information and useful pages before adding more schema types.
For help choosing and implementing suitable markup, contact me for a tailored quote or email info@phil-carr.co.uk.
Update — October 2026
Reviewed on 13 October 2026. Removed retired rich-result advice and clarified the limits of validation.
