What is schema markup, and is it still worth adding?
Schema markup is structured data, usually in JSON-LD format, that describes a page’s content in machine-readable terms, such as a product’s price or an article’s author and publication date. It remains worthwhile because it is the clearest way to communicate what your content states to search engines and AI systems.
Google restricted FAQ rich results to well-known government and health sites in August 2023, and stopped showing them entirely in May 2026. Google has confirmed it still uses FAQ markup to understand pages, and unused structured data causes no harm, so there is no need to remove it.
Structured data is best treated as an accurate description of your content rather than as a means of obtaining specific search features, which change over time.
Only mark up content that is visible on the page, and generate structured data from the same source as the page content so the two remain consistent.
The most valuable types are Organization and Person, Article with author attribution, Product and Offer, BreadcrumbList, and HowTo or Recipe where relevant.
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SEO & Technical OptimizationTechnical audits, Core Web Vitals and structured data that improve measurable search performance.
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