Structured Data (Schema Markup): What Still Works in Google

Structured data, also called schema markup, is a block of code on a page that describes its content in a standard vocabulary (schema.org) so search engines can read it without guessing. Google uses it to show rich results: review stars, product prices, event dates, recipe cards and similar extras next to the blue link.

What is structured data, and which format should you use?

Google supports three formats: JSON-LD, Microdata and RDFa. Its documentation says all three are fine if the markup is valid, and recommends JSON-LD wherever your setup allows. JSON-LD lives in a separate <script> block, away from the visible HTML, which makes it the easiest to add and maintain. Google can also read JSON-LD that JavaScript injects.

A small example for an article:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "How to repot a monstera",
  "datePublished": "2026-10-20",
  "author": { "@type": "Person", "name": "Anna Keller" }
}
</script>

Why does structured data matter for SEO?

Google’s documentation says structured data gives Google explicit clues about a page’s meaning and can make it eligible for rich results. Two limits to keep in mind:

• Eligible is not guaranteed. Google decides whether to show a rich result.
• It is not a ranking boost. Markup labels content. It does not lift a page up the results.

For AI features, the position is plain. Google’s guide on generative AI features says Google AI Overviews and AI Mode run on its regular ranking and quality systems, and that you need no special schema.org markup for them (see AI Overviews and AI Mode). Structured data stays useful for its normal job: rich results.

Which structured data types does Google still support?

Google’s search gallery currently lists these features: Article, Breadcrumb, Carousel, Course list, Dataset, Discussion forum, Education Q&A, Employer aggregate rating, Event, Image metadata, Job posting, Local business, Math solver, Movie, Organization, Product, Profile page, Q&A, Recipe, Review snippet, Software app, Speakable, Subscription and paywalled content, Vacation rental and Video.

Several types that you will still find in old tutorials no longer show anything:

• FAQPage: FAQ rich results stopped appearing in Google Search on 7 May 2026. The markup is harmless and still valid schema.org, but it has no visible effect in Google (see FAQ sections).
• HowTo: rich results were removed in 2023.
• Sitelinks search box: retired in 2024.
• Other low-use types: Google announced in June 2025 that it would phase out several rarely used rich result types. Check the gallery before you spend time on a type.

The practical rule: mark up only what the gallery lists, and prioritize the types that match your site: Product for shops (see product structured data), LocalBusiness for local firms (see LocalBusiness structured data), Article, Organization, Breadcrumb, Event, Recipe, Video and Job posting where they apply. Markup for images also lives here, through the Image metadata feature.

How do you add structured data, step by step?

1. Pick the types your pages qualify for, from Google’s gallery. Start with the one that has the clearest visible payoff.
2. Read that feature’s page in Google Search Central. It lists required and recommended properties.
3. Generate the JSON-LD. In WordPress, Yoast SEO and Rank Math output Organization, Article and Breadcrumb data automatically. Shopify themes output Product data. Otherwise write the block by hand or with a template.
4. Describe only what users can see. Google’s guidelines say markup must match visible page content: do not mark up hidden information, even if it is accurate, and do not create empty pages just to hold markup.
5. Fill all required properties, then add recommended ones. Google prefers fewer complete, accurate properties over many badly formed ones.
6. Place it on the page it describes. Product markup goes on the product page, not the homepage.
7. Test before launch. Paste the URL or code into the Rich Results Test. Fix errors (they block eligibility) and read warnings (missing recommended fields). The Schema Markup Validator checks types outside Google’s gallery.
8. Publish and request indexing in the URL Inspection tool, then watch the status reports.

How do you measure the result?

• Rich result status reports in Google Search Console show valid items, warnings and errors per feature, with a fix and validation workflow.
• URL Inspection confirms Google has found the structured data on a specific page.
• The Performance report with the Search appearance filter shows clicks and impressions for features such as product snippets or recipe results, so you can compare their click-through rate to plain results.
• Spot-check live results by searching for a few of your own pages.

What mistakes should you avoid?

• Marking up invisible or untrue content, such as review stars the page does not show. This breaks Google’s guidelines and can cost you the rich result.
• Copying markup between pages so every page claims the same product or rating.
• Keeping dead types. Leaving FAQ and HowTo markup does no harm, but building new pages around them wastes effort.
• Skipping required properties, which makes the page ineligible.
• Expecting a ranking lift. Judge the work by the appearance and click-through rate of results.
• Stacking plugins that each print the same schema, which produces duplicates and conflicts.

Where can you learn more?

The free digital marketing module of the Fe/male Switch startup school covers the on-site basics. Next steps on SEO100: add Product markup if you sell online, or LocalBusiness markup if customers visit you.