What Is Schema Markup?
Schema markup is code added to a page's HTML that helps search engines understand its content. Google retired FAQ rich results in May 2026, here's what still works.
Schema markup is a standardized code vocabulary (from Schema.org) added to a webpage’s HTML that helps search engines understand its content more precisely. It doesn’t change what visitors see on the page, but it can unlock enhanced search result features for the schema types Google still supports.
Why schema markup matters
Schema markup reduces ambiguity for both search engines and AI systems trying to extract facts from a page, whether that’s a product’s price, a recipe’s cook time, or an article’s author. There’s an important, recent correction to make here: Google retired FAQ rich results from Search entirely as of May 7, 2026. If your schema strategy still lists “FAQ dropdowns in search results” as a benefit of FAQPage schema, that’s now outdated, Google confirmed rankings aren’t affected by the removal, but the visible dropdown enhancement itself is gone from Google Search. FAQPage schema still has value for structuring content clearly and potentially for other search engines or AI systems, just not for the Google rich result it used to unlock.
How schema markup works
- You add structured code, typically JSON-LD, to a page’s HTML, labeling specific data points using Schema.org’s shared vocabulary.
- Search engines parse the markup alongside the visible page content, gaining a more precise, machine-readable understanding of specific facts.
- For supported schema types, Google may display an enhanced rich result, star ratings, product pricing, breadcrumbs, in the search listing itself.
- For types Google has deprecated or never supported as a rich result, the markup still aids general content comprehension and potential AI citation, just without a visible SERP enhancement from Google.
Schema types that still produce Google rich results
- Product, Review, and AggregateRating. Star ratings and pricing directly in listings.
- Recipe. Cook time, ratings, and images in enhanced listings.
- Article. Supports eligibility for certain news and top-story features.
- Video. Thumbnail and timestamp enhancements.
- Organization and LocalBusiness. Supports knowledge panel and local pack eligibility.
- BreadcrumbList. Displays a clean navigational path instead of a raw URL.
Notably absent from this list as of May 2026: FAQPage and HowTo, both formerly popular rich result types now retired from Google Search display, though their underlying markup can remain on a page without penalty.
Schema markup vs. structured data vs. rich results
| Term | What it means |
|---|---|
| Schema markup | The specific Schema.org vocabulary and code you add to a page |
| Structured data | The broader concept of machine-readable, organized information (schema markup is the SEO application of it) |
| Rich result | The visible enhanced search listing that some, not all, schema types can unlock |
Real example
For example, a recipe page using Recipe schema can tell search engines the exact cook time, ingredient list, and star rating, which may then display as a rich result with a photo, ratings, and cook time directly in the search listing, still fully supported and effective as of 2026.
Schema markup and AI search
Schema markup gives AI systems and answer engines cleaner structured data to pull from when generating answers, independent of whether Google itself still displays a rich result for that specific type. This is exactly why FAQPage schema is still worth including for the AEO and GEO value, even though the Google-side FAQ dropdown is gone, other engines and AI citation systems can still make use of the same clearly labeled data.
FAQ
Should I remove FAQPage schema from my site now?
Not necessarily. Google says rankings aren’t affected either way. Keep it if the questions and answers are genuinely on the page and useful, since it may still support AI citation and other search engines, just don’t expect the Google dropdown anymore.
Is schema markup a direct ranking factor?
Google has said it’s not a direct ranking signal on its own, but it can improve CTR through rich results and helps search engines and AI systems understand content more precisely.
How do I check which schema types are still supported?
Google’s Search Central structured data documentation lists all currently supported rich result types, checking there directly avoids relying on outdated blog posts or guides.
Do I need a plugin to add schema markup, or can I do it manually?
Either works. Plugins simplify implementation for common content types; manually written JSON-LD gives more precise control for custom or unusual page types.
Related terms
Check the actual supported-types list before you build a schema strategy around a rich result that no longer exists. FAQ dropdowns are gone from Google, plenty of other schema types aren’t.