What is structured data on a website?

Structured data is a set of labels in a page's code that tells a search engine what each part of the page is, such as the business name, the address, the opening hours or a product price. Google's introduction, updated 10 December 2025, calls it a standardized format for providing information about a page. The labels use the Schema.org vocabulary, founded by Google, Microsoft, Yahoo and Yandex.

Is FAQ schema still worth adding in 2026?

FAQ schema no longer produces a special display on Google, because Google's changelog says the FAQ feature stopped appearing in Google Search on 7 May 2026. The questions and answers written on the page still matter, as text that readers use and that Google and Bing can quote. If you keep the code, it must match questions and answers that visitors can see on the page.

Should I delete FAQPage markup from my site?

Google's changelog entries of May and June 2026 give no instruction to delete it. Keep it only where it matches visible questions and answers on the same page, because Google's guidelines say not to mark up content that is not visible to readers. Remove or correct any FAQ code that a plugin added for questions that do not appear on the page, or with answers that differ from the page.

Which schema type should a local service business use?

A local service business usually uses LocalBusiness, or a more specific type beneath it such as Dentist, on the homepage or the contact page. Google's supported list says Local business data can show business details in the knowledge panel, such as open hours and directions. Add Organization details such as the logo, and make every value match what the page shows.

Does schema markup help my business appear in AI Overviews?

Google says structured data isn't required for its generative AI search and that there is no special schema.org markup to add, in its guide updated 10 July 2026. It recommends continuing to use structured data because it helps a page stay eligible for rich results. The supporting links in AI Overviews come from pages that Google stores and is allowed to preview with a snippet.

What is the difference between FAQPage and QAPage markup?

FAQPage describes a page of frequently asked questions, written by the site. QAPage, in Google's documentation updated 8 September 2026, is for a page with one question where users can submit answers, such as a forum. Google lists an FAQ page written by the site itself, with no way for users to add answers, as an invalid use of QAPage.

Can wrong structured data hurt my site?

Wrong structured data can cost a page its rich results. Google's general guidelines say a structured data manual action, a penalty decided by a person at Google, means a page loses eligibility for rich results. The usual causes in Google's list are marking up content visitors cannot see and marking up misleading content such as fake reviews. You can check for such actions in Search Console.

How do I test my structured data?

Use Google's free Rich Results Test: paste the page address and read which structured data Google finds and whether it reports errors. Then compare the code with the page by eye, and check that the name, address, phone number, opening hours and prices are identical in both. Google's guidelines say a correct test still gives no guarantee that a rich result will appear.

Which structured data types has Google retired since 2023?

Google's changelog records How-to in September 2023; course info, estimated salary, learning video, special announcement and vehicle listing on 9 September 2025; practice problem on 6 January 2026; and FAQ, which stopped appearing on 7 May 2026, with its documentation removed on 15 June 2026. Each entry gives the same reason: the type is no longer shown in Google Search results.

Which structured data still matters for answer engine optimization in 2026?

What structured data is, which types Google lists as supported on 16 October 2026, which it has retired since 2023, what to do with old FAQ code, and the rules that keep a site out of trouble.

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The structured data that still matters for a small business in 2026 is Organization or LocalBusiness markup on the homepage, plus any type that describes what a page truly shows, such as Product, Event, Video or Breadcrumb; Google's list of supported features, updated on 16 October 2026, no longer includes FAQ or How-to. Structured data is a set of labels in the page code that tells a search engine what each part of the page is, such as the business name, the opening hours or a price.

What is structured data, in plain words?

Google's introduction to the subject, updated on 10 December 2025, defines it as a standardized format for providing information about a page and classifying the page content. Think of a recipe page: a person sees the ingredients and the cooking time, and structured data writes the same facts again in the page code, each with a label, so that a program reads them without guessing.

The labels come from a shared vocabulary called Schema.org. Its own About page describes Schema.org as a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, and names its founding companies: Google, Microsoft, Yahoo and Yandex. Words such as LocalBusiness, Organization, Product and FAQPage are names from that vocabulary. Schema.org defines LocalBusiness, for example, as a particular physical business or branch of an organization, with more specific types beneath it such as Dentist.

Google accepts three ways of writing the labels and says that all 3 formats are equally fine for Google, as long as the markup is valid. It recommends the one that is easiest to maintain, which in most cases is JSON-LD, a short block of code placed in the page that holds all the labels together.

What does Google do with structured data?

Google uses structured data for two things, according to its introduction. It uses it to understand the content of the page, and it uses it to show some pages as rich results, which are search results with extra visible parts, such as review stars, event dates or a product price. Google's list of supported features calls this a richer appearance in search results.

Google's introduction quotes case studies from large websites, and these are Google's own published figures: Rotten Tomatoes added structured data to 100,000 unique pages and measured a 25% higher click-through rate, meaning the share of people who saw the result and clicked it, for pages with structured data; Nestlé measured an 82% higher click-through rate for pages that show as rich results. These are results for large sites with rich results, and the page gives no figure for small businesses.

One limit comes with it. Google's general guidelines, updated on 10 July 2026, say that Google does not guarantee that your structured data will show up in search results, even if your page is marked up correctly according to its own testing tool.

Which structured data features does Google support on 16 October 2026?

Google keeps a public list, titled Structured data markup that Google Search supports, and its page was updated on 16 October 2026, the day this guide was written. The table picks the entries that matter most to a small business and gives Google's own description of each. The full list also contains entries for news publishers, job sites, schools, recipes, films and other specialized sites.

The two entries that interest a local business most are Local business and Organization, because Google says both can feed the knowledge panel, the information box about a business that appears beside or above the results.

Structured data features on Google's supported list that matter most to a small business, with Google's description. Source: Google Search Central, Structured data markup that Google Search supports, updated 2026-10-16, accessed 16 October 2026.
Feature	What Google says it shows	Typical small business use
Local business	Business details displayed in the Google knowledge panel, including open hours, ratings, directions, and actions to book appointments or order items	Homepage or contact page of a shop, clinic or trade
Organization	Information about your organization, such as your logo, legal name, address, contact information; it can show up in knowledge panels	Homepage of any business
Breadcrumb	Navigation that indicates the page's position in the site hierarchy	Every page below the homepage
Product	Information about a product, including price, availability, and review ratings	Product pages of an online shop
Event	A list of organized events that people may attend at a particular time and place	Classes, open days, workshops
Review snippet	A short excerpt of a review or a rating from a review website	Pages that collect reviews of other businesses or products, under Google's rules
Video	Video information in search results, with the option to play the video	Pages with your own videos
Q&A	Pages with one question followed by its answers	A forum or support page where users submit answers

Which structured data results has Google retired?

Google's documentation changelog records each removal, and since 2023 the list has grown. On 14 September 2023 Google removed its How-to documentation, as this rich result is no longer shown in search results, on both desktop and mobile devices, and limited FAQ results to well-known, authoritative government and health websites. On 12 June 2025 it explained the reason in one sentence: as part of ongoing efforts to simplify the Google Search results page, it would be phasing out support for a few structured data features in Search.

Then came the removals. On 9 September 2025 Google removed the documentation for course info, estimated salary, learning video, special announcement and vehicle listing, because these structured data types are no longer shown in Google Search results. On 6 January 2026 it did the same for practice problem. On 8 May 2026 it announced that the FAQ feature will no longer appear in Google Search starting May 7, 2026, and on 15 June 2026 it removed the FAQ documentation.

For a small business the entries to check first are FAQ and How-to, because an older site may still carry their code. Neither now produces a special display on Google.

What should you do with old FAQ structured data?

Google's changelog entries for May and June 2026 say the FAQ result no longer shows, and give no instruction to remove existing FAQPage code. Schema.org still defines FAQPage as a WebPage presenting one or more "Frequently asked questions". So the decision is the owner's, and the rule that decides it is Google's general rule on hidden content.

That rule is short. Google's introduction says: don't add structured data about information that is not visible to the user, even if the information is accurate. Its general guidelines repeat it: don't mark up content that is not visible to readers of the page. If the FAQ code on your page matches questions and answers that a visitor can read on the same page, it follows the rule. If a plugin (an add-on program for the website) added questions that appear nowhere on the page, or answers that differ from the visible text, remove the code or fix it, because Google's AI features page also asks site owners to make sure structured data matches the visible text on the page.

One more caution concerns a type with a similar name. Google's Q&A documentation, updated 8 September 2026, lists an FAQ page written by the site itself with no way for users to submit alternative answers as an invalid use of QAPage markup. QAPage is for forums and support pages where users post answers; a business FAQ page should never use it.

Does structured data help you appear in AI answers?

Google answers this directly, and the answer is modest. Its guide to generative AI features, updated on 10 July 2026, lists "overfocusing on structured data" among the things you can ignore: Structured data isn't required for generative AI search, and there's no special schema.org markup you need to add. The same guide continues: it's a good idea to continue using it as part of your overall SEO strategy, as it helps with being eligible for rich results on Google Search.

Google's page on AI features says the same in other words: there's also no special schema.org structured data that you need to add to appear in AI Overviews or AI Mode. The honest summary for an owner is this. Structured data helps Google read your business details and keeps you eligible for the rich results that still exist, and Google says its AI answers draw on the pages that its normal search systems find.

Which mistakes can cost a site its rich results?

Google's general guidelines describe a penalty called a manual action, which is a decision by a person at Google after a review. The guidelines say that a structured data manual action means that a page loses eligibility for rich results, and site owners can see any such action in the Manual Actions report in Search Console. The mistakes below come from Google's structured data guidelines and its Q&A documentation, and each one is easy to avoid.

Marking up content that visitors cannot see on the page.
Marking up irrelevant or misleading content, such as fake reviews.
Using a type for a page it does not describe, such as QAPage on a business FAQ page.
Leaving the code out of date, for example old opening hours in the code after the visible hours changed.
Creating blank or empty pages just to hold structured data, which Google's introduction warns against.

How do you add and test structured data on a small business site?

A small business owner does not need to write the code by hand. Google's introduction notes that a site built with Wix, WordPress or Shopify may have a search engine settings page or a plugin, an add-on program, that adds structured data, and suggests searching for instructions for your own system. A website partner can also add it once, on the homepage and the main pages, and keep it matched to the visible text.

Whoever adds it, test it. Google offers the Rich Results Test, a free page where you paste your page address and see which structured data Google finds and whether it has errors. Then check three things by eye: the business name, address and phone number in the code match the page exactly; the opening hours match; and no question, review or price appears in the code that does not appear on the page. Repeat the test whenever the page changes.

Part of a larger guide

This page is one part of Answer engine optimization. The other parts:

Questions people ask

What is structured data on a website?: Structured data is a set of labels in a page's code that tells a search engine what each part of the page is, such as the business name, the address, the opening hours or a product price. Google's introduction, updated 10 December 2025, calls it a standardized format for providing information about a page. The labels use the Schema.org vocabulary, founded by Google, Microsoft, Yahoo and Yandex.
Is FAQ schema still worth adding in 2026?: FAQ schema no longer produces a special display on Google, because Google's changelog says the FAQ feature stopped appearing in Google Search on 7 May 2026. The questions and answers written on the page still matter, as text that readers use and that Google and Bing can quote. If you keep the code, it must match questions and answers that visitors can see on the page.
Should I delete FAQPage markup from my site?: Google's changelog entries of May and June 2026 give no instruction to delete it. Keep it only where it matches visible questions and answers on the same page, because Google's guidelines say not to mark up content that is not visible to readers. Remove or correct any FAQ code that a plugin added for questions that do not appear on the page, or with answers that differ from the page.
Which schema type should a local service business use?: A local service business usually uses LocalBusiness, or a more specific type beneath it such as Dentist, on the homepage or the contact page. Google's supported list says Local business data can show business details in the knowledge panel, such as open hours and directions. Add Organization details such as the logo, and make every value match what the page shows.
Does schema markup help my business appear in AI Overviews?: Google says structured data isn't required for its generative AI search and that there is no special schema.org markup to add, in its guide updated 10 July 2026. It recommends continuing to use structured data because it helps a page stay eligible for rich results. The supporting links in AI Overviews come from pages that Google stores and is allowed to preview with a snippet.
What is the difference between FAQPage and QAPage markup?: FAQPage describes a page of frequently asked questions, written by the site. QAPage, in Google's documentation updated 8 September 2026, is for a page with one question where users can submit answers, such as a forum. Google lists an FAQ page written by the site itself, with no way for users to add answers, as an invalid use of QAPage.
Can wrong structured data hurt my site?: Wrong structured data can cost a page its rich results. Google's general guidelines say a structured data manual action, a penalty decided by a person at Google, means a page loses eligibility for rich results. The usual causes in Google's list are marking up content visitors cannot see and marking up misleading content such as fake reviews. You can check for such actions in Search Console.
How do I test my structured data?: Use Google's free Rich Results Test: paste the page address and read which structured data Google finds and whether it reports errors. Then compare the code with the page by eye, and check that the name, address, phone number, opening hours and prices are identical in both. Google's guidelines say a correct test still gives no guarantee that a rich result will appear.
Which structured data types has Google retired since 2023?: Google's changelog records How-to in September 2023; course info, estimated salary, learning video, special announcement and vehicle listing on 9 September 2025; practice problem on 6 January 2026; and FAQ, which stopped appearing on 7 May 2026, with its documentation removed on 15 June 2026. Each entry gives the same reason: the type is no longer shown in Google Search results.
Do I need a developer to add structured data?: A developer is not always needed. Google's introduction says that sites on Wix, WordPress or Shopify may have a search engine settings page or a plugin that adds structured data, and suggests searching for instructions for your own system. Whoever adds it, test it with the Rich Results Test and keep it matched to the visible page each time the page changes.

Sources

Introduction to structured data markup in Google Search, Google Search Central. Updated 2025-12-10, accessed 16 October 2026.
General structured data guidelines, Google Search Central. Updated 2026-07-10, accessed 16 October 2026.
Structured data markup that Google Search supports, Google Search Central. Updated 2026-10-16, accessed 16 October 2026.
Latest Google Search documentation updates, Google Search Central. Entries of 14 September 2023, 9 September 2025, 6 January 2026, 8 May 2026 and 15 June 2026, accessed 16 October 2026.
Q&A (QAPage) structured data, Google Search Central. Updated 2026-09-08, accessed 16 October 2026.
Optimizing your website for generative AI features on Google Search, Google Search Central. Updated 2026-07-10, accessed 16 October 2026.
AI features and your website, Google Search Central. Updated 2025-12-10, accessed 16 October 2026.
About Schema.org, Schema.org. Accessed 16 October 2026.
FAQPage, Schema.org. Accessed 16 October 2026.
LocalBusiness, Schema.org. Accessed 16 October 2026.
Local business (LocalBusiness) structured data, Google Search Central. Updated 2026-09-08, accessed 16 October 2026.
Organization (Organization) structured data, Google Search Central. Updated 2026-09-08, accessed 16 October 2026.

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