For years, FAQ schema was the golden ticket to SERP dominance. Websites implementing this structured data markup enjoyed prominent placement in search results, with their questions and answers displayed in eye-catching rich snippets that pushed competitors down the page. But like many SEO strategies that seem too good to last, Google’s relationship with FAQ schema has dramatically evolved—and not in favor of most websites.

The Golden Era: When FAQ Schema Ruled the SERPs

Between 2019 and early 2023, FAQ schema was arguably one of the most powerful tools in an SEO professional’s arsenal. Websites could mark up their frequently asked questions using structured data, and Google would reward them with expanded real estate in search results.

The benefits were undeniable:

Increased visibility: FAQ rich results could occupy multiple lines in search results, essentially giving your website a billboard-sized presence compared to standard listings.

Higher click-through rates: Studies showed that pages with FAQ rich snippets could see CTR improvements of 30% or more, as users were drawn to the additional information and visual prominence.

Competitive advantage: Early adopters gained significant traffic advantages over competitors who hadn’t yet implemented the markup.

Brand authority: Appearing with structured, comprehensive answers positioned websites as authoritative sources in their industries.

Many businesses, including forward-thinking SEO agencies like Aone Web Expert, quickly recognized this opportunity and helped clients implement FAQ schema across their websites to capture this valuable search real estate.

The Turning Point: Google’s Crackdown on FAQ Abuse

As with many SEO tactics that deliver exceptional results, FAQ schema became victims of widespread abuse. Website owners began gaming the system by:

• Creating dozens of loosely relevant questions just to occupy more SERP space
• Stuffing keywords into questions and answers
• Implementing FAQ schema on pages where it wasn’t truly appropriate
• Using FAQ markup to essentially duplicate their entire page content in rich snippets

Google noticed. And in August 2023, the search giant made a dramatic policy shift that sent shockwaves through the SEO community.

The Fall: Google’s Restrictive Policy Change

In August 2023, Google announced that FAQ rich results would only be eligible for well-known, authoritative government and health websites. Overnight, the vast majority of websites lost their FAQ rich snippets from search results.

This wasn’t a gradual decline—it was an abrupt cutoff. Websites that had relied on FAQ schema for visibility suddenly found themselves back to standard blue links, with corresponding drops in traffic for many sites.

The official justification from Google was to improve the quality and reliability of information displayed in rich results, particularly for topics where accuracy is critical. However, the blanket restriction affected websites across all industries, not just those dealing with sensitive topics.

What This Means for SEO Strategy Today

FAQ Schema Isn’t Dead—But Its Role Has Changed

While FAQ rich results are no longer accessible to most websites, this doesn’t mean you should remove FAQ schema from your pages. Here’s why it still matters:

User experience: Well-structured FAQs remain valuable for actual visitors to your website, helping them find answers quickly and reducing bounce rates.

Potential future opportunities: Google has reversed or modified restrictions before. Maintaining proper structured data keeps you ready if policies shift again.

Other search engines: Bing and other search platforms may still utilize FAQ schema for rich results.

Voice search optimization: FAQ markup helps search engines understand your content structure, which can benefit voice search results where featured snippets are read aloud.

The New SERP Landscape

With FAQ schema no longer dominating results for most websites, SEO professionals need to focus on alternative strategies for gaining visibility. Professional agencies like Aone Web Expert have adapted by emphasizing:

Other structured data types: HowTo schema, Product schema, Review schema, and Article schema still offer rich result opportunities for eligible content.

Content quality over markup tricks: Creating genuinely helpful, comprehensive content that naturally earns featured snippets has become more important than ever.

E-E-A-T signals: With Google restricting rich results to authoritative sources, building genuine expertise, experience, authoritativeness, and trustworthiness is critical.

Traditional SEO fundamentals: On-page optimization, technical SEO, quality backlinks, and user experience have returned to center stage.

Should You Keep FAQ Schema on Your Site?

The answer is yes—but with realistic expectations. Here’s the practical approach:

Do implement FAQ schema on pages with genuine frequently asked questions. It still helps with:

• Organizing content semantically
• Potential voice search benefits
• User experience improvements
• Future-proofing your strategy

Don’t expect FAQ rich results to appear in Google search for most websites.

Do create high-quality FAQ content that serves your users first, not just search engines.

Don’t spam FAQ schema across your entire site where it doesn’t naturally fit.

The Broader Lesson: Adaptability in SEO

The rise and fall of FAQ schema teaches us a crucial lesson about modern SEO: no single tactic provides permanent advantage. Google continuously evolves its algorithms and policies to combat manipulation and improve user experience.

Successful SEO in 2025 requires:

Diversification: Don’t rely on any single strategy for traffic. Build multiple channels and tactics.

Flexibility: Stay informed about policy changes and be ready to pivot your strategy quickly.

User-first mindset: Tactics that genuinely improve user experience tend to have longer lifespans than those designed primarily to manipulate rankings.

Professional guidance: Working with experienced SEO professionals who stay current with industry changes becomes increasingly valuable as the landscape grows more complex.

Moving Forward: Alternative Strategies for SERP Visibility

Since FAQ rich results are off the table for most websites, focus your efforts on:

1. Featured Snippets

Creating content specifically optimized to capture position zero remains one of the most effective ways to gain prominent SERP placement. Unlike FAQ rich results, featured snippets are still available to any website with the best answer.

2. Video Content

Video results are increasingly prominent in SERPs. Creating video content and optimizing it with proper schema can capture valuable visibility.

3. Local SEO

For businesses with physical locations, local search features like the Local Pack offer prominent placement that FAQ schema never could.

4. Content Depth and Quality

Comprehensive, authoritative content naturally earns better rankings and often captures multiple SERP features simultaneously.

5. Technical Excellence

With fewer markup shortcuts available, technical SEO fundamentals like site speed, mobile optimization, and crawlability become differentiators.

The story of FAQ schema is really a story about the perpetual evolution of SEO. What works spectacularly today may be restricted tomorrow, and tactics dismissed as obsolete sometimes find renewed relevance in different contexts.

The key to long-term SEO success isn’t finding the perfect trick—it’s building a comprehensive strategy that adapts to change while maintaining focus on creating genuine value for users.

Whether you’re a business owner trying to navigate these changes or an SEO professional helping clients adapt, remember that structured data, high-quality content, technical excellence, and user experience will always matter. The specific tactics may shift, but these fundamentals endure.

If you’re looking for expert guidance in navigating the complex and ever-changing world of SEO, partnering with experienced professionals who stay ahead of industry shifts—like the team at Aone Web Expert—can help ensure your strategy remains effective regardless of which SERP features rise or fall next.

The FAQ schema story isn’t really about failure—it’s about evolution. And in SEO, the ability to evolve is the ultimate competitive advantage.