The structured data types that matter for SEO and AI search in 2026, with key properties and the result each unlocks. Use JSON-LD. Schema markup tells Google, Bing and AI engines what your page is as explicit entities. FAQ and HowTo rich results were deprecated in 2026 but the markup still helps AI engines extract your content.
The structured data types that matter
Use JSON-LD in 2026. Each type below tells Google, Bing and AI engines what your page is as an explicit entity. Required and recommended properties are what unlock the result.
| Type | Use it for | Key properties | Unlocks | Engines |
|---|---|---|---|---|
Article / BlogPosting | Editorial content | headline, image, datePublished, author, publisher | Article rich result, Top Stories | Google, Bing |
Product | Product pages | name, image, offers, brand, aggregateRating | Price, rating, availability snippet | Google, Bing |
Offer | Price inside Product | price, priceCurrency, availability, url | Merchant listings | |
FAQPage | Q&A blocks | mainEntity (Question + acceptedAnswer) | Rich result deprecated 2026; still aids AI extraction | AI / LLMs |
HowTo | Step guides | step, name, image | Rich result deprecated; aids extraction | AI / LLMs |
LocalBusiness | Physical businesses | name, address, telephone, openingHours, geo | Local pack, knowledge panel | Google, Bing |
Organization | Your brand entity | name, url, logo, sameAs, contactPoint | Knowledge panel, brand entity | Google, Bing, AI |
Person | Author / individual | name, url, sameAs, jobTitle, worksFor | Author entity, knowledge panel | Google, AI |
BreadcrumbList | Site hierarchy | itemListElement (position, name, item) | Breadcrumb in SERP | Google, Bing |
Event | Events | name, startDate, location, offers | Event rich result | |
Recipe | Recipes | name, image, recipeIngredient, recipeInstructions | Recipe rich result | |
Review / AggregateRating | Ratings | ratingValue, author, itemReviewed | Star ratings | Google, Bing |
VideoObject | Videos | name, thumbnailUrl, uploadDate, contentUrl | Video rich result, Video tab | Google, Bing |
WebSite + SearchAction | Site search | url, potentialAction | Sitelinks searchbox |
How to implement and validate
- Format: JSON-LD in a
<script type="application/ld+json">block. Google recommends it over microdata and RDFa. - Validate: Google Rich Results Test for eligibility, and the Schema Markup Validator (schema.org) for syntax.
- Entity graph: nest entities with
@idso Person, Organization and WebSite reference each other. This is what builds an entity, not just a rich result. - 2026 reality: FAQ and HowTo rich results were deprecated, but the markup still helps AI engines extract and attribute your content, so keep it for AI search.
For the AI-search angle, see structured data for AI search engines and the official SEO guidelines cheatsheet.
Frequently asked questions
Which schema type should I use for a blog post?
Use Article or BlogPosting, with headline, image, datePublished, author and publisher. BlogPosting is a subtype of Article; either is valid. Add Person schema for the author and Organization for the publisher, linked by @id, to strengthen the entity.
Is FAQ schema still worth it in 2026?
The FAQ rich result was deprecated by Google in May 2026, so it no longer shows expandable Q&A in the SERP. But FAQPage markup still helps AI engines extract and attribute your answers, so it is worth keeping for AI search even though it no longer wins a Google rich result.
What is the difference between JSON-LD and microdata?
JSON-LD is a script block that holds your structured data separately from the visible HTML; microdata is attributes added inline to your HTML tags. Google recommends JSON-LD because it is easier to maintain and less error-prone.
What are the required properties for Product schema?
At minimum name, image and an offers block (price, priceCurrency, availability). Add brand and aggregateRating or review to be eligible for rating and price snippets.
Does Bing support Schema.org structured data?
Yes. Bing reads Schema.org markup for rich results and, importantly, its index feeds Microsoft Copilot and ChatGPT Search, so clean schema helps you appear in those AI answers too.
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