Schema markup (structured data) is code that labels the key facts on a page, such as your business name, address, prices or opening hours, so search engines can read them reliably. In 2026 it’s still worth adding, but for different reasons than a few years ago. Google says structured data isn’t required to appear in its AI features and there’s no special AI markup. It still helps search engines understand who you are and what you sell, and it’s needed for many rich results.
Plenty of schema advice online is out of date. Google has retired several rich result types, including FAQ rich results in May 2026. Here’s what still earns its place.
The short version
- Google says structured data isn’t required for generative AI search, and there’s no special schema for it.
- Google still recommends structured data for rich results, such as product prices, review stars, events and recipes.
- FAQ rich results stopped appearing in Google on 7 May 2026. You don’t have to remove existing FAQ markup.
- The most useful types for most businesses: Organization, LocalBusiness, Product, Article and BreadcrumbList.
- Your markup must match what’s visible on the page. Markup that says something different can cost you rich results.
In this article
What is schema markup?
Schema.org is a shared vocabulary that Google, Bing and other search engines agreed on so websites can describe things in a standard way. Instead of a search engine guessing which number on the page is your phone number, structured data says so explicitly.
Google recommends adding it in the JSON-LD format: a small block of code in the page that visitors don’t see. Most WordPress SEO plugins and many themes add the basics automatically.
Does schema help with AI search?
Here’s what Google says in its 2026 guide to its generative AI features: “Structured data isn’t required for generative AI search, and there’s no special schema.org markup you need to add.” It also says structured data is still worth using as part of your overall SEO, because it makes pages eligible for rich results.
So schema isn’t a ticket into AI Overviews. What it does do is remove ambiguity. When your business name, address, phone number, products and prices are clearly labelled and match what’s on the page, search engines and the AI tools that rely on them are less likely to get your details wrong. Google also asks site owners to keep structured data consistent with the visible text.
What Google has retired
| Feature | What happened |
|---|---|
| HowTo rich results | Removed from Google results in 2023 |
| FAQ rich results | Limited to government and health sites in August 2023, then stopped appearing for everyone on 7 May 2026 |
| Book actions, course info, claim review, estimated salary, learning video, special announcement, vehicle listing | Phased out from June 2025 as part of simplifying the results page |
Leaving retired markup on your pages doesn’t cause errors or affect rankings, and other search engines may still use it. Just don’t spend time adding it expecting a special listing in Google.
The types worth using
Organization
Add this to your home page. Include your official name, logo, website, contact details and sameAs links to your official profiles, such as LinkedIn, Facebook and your Google Business Profile. It helps search engines connect everything said about you to one business.
LocalBusiness
If customers visit you or you serve a local area, use LocalBusiness or a more specific type, such as Plumber, Dentist or AccountingService. Include your address, phone number, opening hours, geo-coordinates and service area. Businesses with several branches should add it to each location page. Our multi-location SEO guide explains how.
Product and Offer
Essential for online shops. Mark up the product name, image, price, currency, availability, shipping and returns. This makes products eligible for merchant listings and shopping features in Google. Pair it with a Google Merchant Center feed, which Google says helps products appear in AI responses too.
Review snippets
Star ratings can appear for products, recipes, books, courses and some other types. Google doesn’t show review stars for reviews that a business collects about itself and marks up on its own site. These are known as self-serving reviews and apply to LocalBusiness and Organization types. Your Google reviews belong on your Business Profile.
Article
Use Article markup on blog posts and guides, including the headline, author, publish date and last updated date. Linking the author to a profile page that shows their experience supports the trust signals Google looks for.
BreadcrumbList
Breadcrumbs show where a page sits in your site, for example Home › Services › Boiler servicing. The markup helps search engines understand your structure.
Others, if they fit
Event for workshops and open days, JobPosting for vacancies, Recipe for food businesses and VideoObject for videos you host. Only use types that match what’s genuinely on the page.
How to add schema properly
- Use JSON-LD, which Google recommends.
- Mark up only what’s visible. Prices, ratings and opening hours in your markup must match the page.
- Avoid duplicates. Two plugins both adding Organization markup can produce conflicting data. Pick one source.
- Test it. Use Google’s Rich Results Test for Google features and the Schema Markup Validator for general checks.
- Watch Search Console. The enhancement reports show errors and which pages are eligible for rich results.
- Keep it updated. Change the markup when prices, hours or details change. Out-of-date structured data is worse than none.
Should I remove FAQ schema from my website?
You don’t need to. Google says leaving it in place won’t cause errors or affect rankings, and other search engines may still use it. Just don’t add new FAQ markup expecting it to change how you appear in Google.
Does schema markup improve rankings?
Not directly. Structured data helps search engines understand your content and makes pages eligible for rich results, which can improve click-through rates. It doesn’t push a page up the rankings on its own.
Is there special schema for AI Overviews or ChatGPT?
No. Google says there’s no special markup for its AI features. Accurate Organization, LocalBusiness and Product markup helps any system read your key facts correctly.
How do I add schema to WordPress?
Most SEO plugins and many themes add Organization, Article and BreadcrumbList markup automatically. WooCommerce adds basic Product markup. For LocalBusiness details or extra types, use your SEO plugin’s settings or a small custom plugin, and test the result.
Ready for some help?
Not sure what structured data your site is sending, or whether it’s correct? Book a free chat and we’ll run a check. Structured data is part of every SEO and AEO project we do.
References
- Google Search Central, Optimizing your website for generative AI features on Google Search, last updated July 2026.
- Google Search Central, Introduction to structured data markup in Google Search.
- PPC Land, Google kills FAQ rich results, May 2026.
- PPC Land, Google deprecates seven structured data types to simplify search results, June 2025.
- Google Search Central, Review snippet structured data.
- Google Search Central, AI features and your website, last updated December 2025.