Structured data rules
Schema markup that engines still use, which rich results still exist, and the rules that keep markup from becoming a penalty.
Reviewed Oct 30, 2026 · next review Nov 2, 2026
Impact split
- High impact 0
- Medium impact 3
- Low impact 1
Engines covered
Rules in this area that apply to each engine
- Google 4 of 4
- Bing 2 of 4
- ChatGPT 0 of 4
- Perplexity 0 of 4
- Gemini 2 of 4
- Claude 0 of 4
Medium impact 3
Use JSON-LD structured data that matches what's visible on the page
Google recommends JSON-LD and requires all required properties for rich result eligibility, which is never guaranteed.
Target only rich results in Google's current gallery, like Product, Article, Organization
Google trimmed its structured data features repeatedly in 2025 and 2026.
Define your brand entity with Organization markup: logo, url, sameAs profiles, contact
Organization is a supported Google feature used for logos and knowledge panel details.
Low impact 1
Don't expect schema to unlock AI answers; Google says no special markup is needed
Google's AI features doc and 2026 AI optimization guide both state that structured data is not required for generative AI search and there is no special schema.org markup to add.
No longer works 2
Don't add FAQPage markup expecting FAQ rich results in Google
Do insteadKeep visible Q&A sections where they genuinely help readers
Drop HowTo, ClaimReview, course info, estimated salary and vehicle listing markup for Google
Do insteadRemove these types from templates unless another platform consumes them