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Schema markup for AI search: what helps, what's hype

Google says no special schema is needed for AI features, and FAQ rich results are mostly gone. Here's the structured data still worth adding, and why.

"Add schema to rank in AI" is everywhere this year. The honest version is less exciting and more useful.

What the sources say

  • Google's AI features guide says there's no special schema.org structured data you need to appear in AI Overviews or AI Mode. It does ask that any structured data you use matches the visible text on the page.
  • In August 2023 Google limited FAQ rich results to well-known, authoritative government and health sites, and it later dropped How-to rich results completely. FAQ markup won't get most businesses the expandable questions it used to.
  • Google also said unused structured data causes no problems, so there's no need to rip it out.

So why bother?

Because structured data is the clearest way to state facts a machine might otherwise get wrong: your exact business name, address, phone number, opening hours, prices and the profiles that belong to you. Many systems read the same HTML, not only Google, and a clean, consistent set of facts can't hurt anywhere. Just don't expect a ranking boost.

Worth adding, in order

  1. Organization or LocalBusiness on your homepage. Use the most specific type (Dentist, Bakery, Plumber) and include sameAs links to your Google Business Profile and social profiles. Our industry guides name the right type for each trade, from Electrician to HairSalon.
  2. Product with Offer on product pages, with real price and availability. Keep it in sync with the page.
  3. Article on blog posts, with the author and dates.
  4. FAQPage only if the questions and answers are visible on the page. Treat it as a tidy summary, not a trick.

Common mistakes

  • Markup that disagrees with the page (old prices, old hours). That's exactly what Google tells you to avoid.
  • Reviews or ratings you wrote about yourself.
  • Copying a plugin's default and leaving "Your Business Name" in it. More common than you'd think.

Our Schema Generator builds valid JSON-LD for these types from a short form and flags missing required fields. Afterwards, run the SEO Health Snapshot to confirm it's on the live page and parses.

Sources

How to show up in each AI assistant

All engine guides →

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