The rise and fall of FAQ schema – and what it means for SEO today

FAQ schema is no longer a quick SEO win. 

In August 2023, Google reduced the visibility of FAQ rich results in search, restricting them to authoritative government and health websites.

The update effectively rendered the tactic useless for marketers who once relied on it to expand their SERP real estate. 

Google also clarified that FAQPage markup should never be used for advertising or promotional purposes. It belongs only on genuine FAQ pages created to answer user questions. 

For years, many SEOs – including myself – added structured FAQ data to marketing pages as a best practice. It’s time to rethink that habit.

Google’s shifting guidance isn’t new. Once-popular tactics, such as directory submissions, were also encouraged but later abandoned. 

FAQ schema is simply the latest reminder that even trusted SEO strategies can turn obsolete overnight.

Finding your stride in the AI-driven FAQ era

SEO often feels like running a race where the course keeps changing. 

Just as marketers adapted to the loss of FAQ rich results, AI is reshaping how questions and answers surface in search.

The “add FAQs everywhere” era is over, but the Q&A format still matters – especially as AI-driven search begins to rely on structured, factual answers.

Large language models rely on clear, structured information to generate responses. 

If your site isn’t providing direct, factual answers to user questions, you risk being invisible in AI-powered search results.

The challenge is knowing where FAQ content still fits – and how to structure it for both people and machines.

Keep marketing FAQs on the page for users, not for markup

Add Q&A content to product, service, or category pages to:

• Address buyer objections.
• Explain features.
• Handle “what if” scenarios. 

Don’t apply FAQPage schema unless the page exists primarily to answer questions. 

This keeps you compliant with Google’s rules while ensuring your content remains structured and readable for LLMs.

Build genuine FAQ hubs

If you want to use FAQPage schema, create dedicated FAQ pages built around a single topic or high-intent theme. 

Each page should present a complete list of questions and answers in full text. 

This format helps LLMs map questions to authoritative responses and improves your chances of being cited in AI-driven search results.

Dig deeper: How to create a helpful FAQ page (with 7 examples)

Write answers for both people and machines

Craft responses that are concise, factual, and written in natural language. Avoid filler or purely promotional copy. 

AI models perform best with content that reflects genuine expertise – direct, clear, and rich with relevant entities, facts, and relationships that reinforce topical authority.

Avoid promotional or advertising language in answers

Google explicitly warns against using FAQ markup for advertising. Even without schema, avoid turning answers into sales pitches. 

Focus on user value first, and let internal links or calls to action guide readers toward conversion naturally.

Follow the ‘single answer per question’ rule

Only apply FAQPage markup when one definitive, non-user-generated answer exists. 

If multiple perspectives are valid, use a QAPage or a long-form article with subheadings instead.

Monitor performance across both search and AI surfaces

Validate your markup with Google’s Rich Results Test, track visibility in Search Console, and monitor how your FAQs appear in AI search tools like Gemini, Bing Copilot, and ChatGPT. 

Even if FAQ schema no longer drives rich snippets, well-structured Q&A content remains key to helping AI systems retrieve your brand’s answers in response to user queries.

Dig deeper: How to create content that works for search and generative engines

Where to use FAQ schema – and where to skip it

Need a clear view of where FAQs belong, how they should be marked up, and when to leave the schema out entirely?

The right placement ensures your content complies with Google’s rules while also optimizing it for visibility in both traditional search and AI-driven results. 

This framework outlines when to apply a schema, when to omit it, and how to strike a balance between user experience and technical accuracy.

Use Case	Purpose	FAQ Placement	Schema Usage	Best for
Dedicated FAQ Hub	Provide authoritative answers on a single topic	Standalone FAQ page with all Q&As visible	FAQPage schema	Rich results (if eligible), LLM retrieval, evergreen reference
Marketing / Product Pages	Address buyer questions and objections	Embedded Q&A sections within product, service, or category pages	No FAQPage schema (unless page is primarily a FAQ)	On-page conversions, LLM retrieval, featured snippet potential
Knowledge Base / Support Docs	Answer technical or procedural questions	Article or help doc with clearly defined Q&A	FAQPage schema if page is entirely FAQ format	LLM retrieval, voice assistant queries, customer self-service
AI-First Content Design	Optimize for generative AI inclusion	Q&A woven into structured, topical content	FAQPage schema if eligible and page meets guidelines	Gemini, Bing Copilot, ChatGPT responses
Promotional Content	Drive sales or leads	Landing pages, campaign pages	Never use FAQPage schema	Sales-driven CTAs, brand awareness

• : Safe to use FAQPage schema under Google’s current rules.
• : Use Q&A format for user value, but do not apply schema to avoid violating guidelines.
• LLM retrieval: Content designed so that LLMs can easily identify and extract answers for AI-powered search responses.

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FAQ page wins and opportunities

The most effective FAQ pages share two traits: 

• They genuinely answer user questions.
• They present those answers in a clear, accessible format that search engines can easily interpret. 

Below are examples of pages that use FAQPage schema correctly to enhance visibility – and others that could benefit from adding it in a compliant way.

Best-in-class FAQ pages with effective schema

These examples follow Google’s guidelines by ensuring that FAQs are user-facing, non-promotional, and structured around genuine questions and answers.

• Vashon-Maury.com FAQ: Locally oriented FAQs with clear, visible answers and a dedicated page structure.
• Doctors Without Borders FAQ: Organized around the organization’s mission and operations, providing factual, non-promotional answers about humanitarian work, donations, and field logistics.
• Apple Podcasts FAQ NYC: Niche but focused, serving a specific audience with concise answers and clear navigation to related content.
• GitHub FAQ: Developed in 2020 from “People Also Ask” queries, this page addresses real user questions in plain language, improving both UX and search intent alignment. (Disclosure: I previously worked for GitHub.)

These examples demonstrate that a strong FAQ page is not solely about markup. It’s about building a genuine information resource. 

Schema should enhance an already solid foundation, not compensate for content that exists primarily to promote a product or service.

FAQ pages missing out on the benefits of schema

Many FAQ pages already meet Google’s guidelines and provide genuine user value but miss out on additional visibility because they don’t use structured data. 

The following examples show how adding FAQPage schema – where eligible – can enhance both search visibility and AI performance.

Website and page	Current state (No structured data)	Potential with FAQPage schema
American College of Surgeons Surgery FAQ	Clear, patient-focused Q&A; authoritative health content	Eligible for rich results under Google’s health guidelines; answers could appear directly in search and AI summaries for medical queries.
California Student Aid Commission FAQ	Single-answer financial aid Q&As; state government site	Eligible for government rich results; schema could help surface answers for student financial aid questions in SERPs and LLMs.
CMS Medicare FAQ	Government-run health FAQ; authoritative source	Fully eligible for health/government FAQ rich results; high potential for PAA inclusion and AI search visibility.
Medicaid.gov FAQ	Authoritative government health FAQs	Eligible for rich results; could increase visibility for Medicaid-related queries and improve AI answer sourcing.

From markup to meaning: The real SEO value of FAQs

The SEO strategies that worked yesterday may be restricted or retired tomorrow – and FAQ schema is only the latest example. 

The goal now is to adapt with intention: know when to apply structure, when to simplify, and when to shift your approach entirely.

By creating FAQ content that serves users first, aligns with Google’s guidelines, and remains structured enough for both traditional search and AI-driven systems, you’ll stay visible no matter how the landscape evolves.

Remember to:

• Treat FAQ markup as a targeted tool, not a blanket tactic.
• Use FAQPage schema only on genuine FAQ pages that meet Google’s eligibility criteria.
• Keep marketing-page FAQs for user value and AI visibility, but without schema.
• Write concise, factual answers that serve both people and LLMs.
• Monitor results in Search Console and AI platforms, and adjust as needed.

SEO success comes from timing, precision, and adaptability – knowing when to build momentum, when to pause, and when to change direction entirely.