Structured data does not magically create rankings, but it can reduce ambiguity. When search engines understand a page as an article with a clear publisher, dates and a small FAQ, you make it easier for them to index, display, and connect the content to your site.
Use BlogPosting for article pages
For blog posts, BlogPosting is a strong baseline. Keep it consistent and accurate:
- headline. Match the on-page title.
- description. Match your meta description and page intent.
- url and mainEntityOfPage. Use the canonical URL (see canonical URLs).
- publisher/author. Use a real organisation or person.
- datePublished/dateModified. Keep dates truthful and update modified only when the content meaningfully changes.
Add FAQPage only when the FAQ is visible
FAQPage can be useful if you already include a short "quick answers" section. Follow two rules:
- Markup must match visible content. If the FAQ is not on the page, do not include it in JSON-LD.
- Keep it small and factual. Two to five Q&As is usually enough.
Think of FAQ markup as a clarity tool, not an optimisation hack.
Avoid common structured data mistakes
Most issues are basic hygiene:
- URL mismatches. The structured data URL should match your canonical and sitemap URL (see sitemap hygiene).
- Reused headlines. Each page should have a unique, specific headline.
- Over-claiming. Do not add attributes you cannot justify (ratings, awards, fake authors).
- Hidden content. Avoid marking up content that users cannot see.
Operationalise schema like any other feature
Schema should be managed as part of your template:
- Generate JSON-LD from the same source of truth as your title, description and canonical.
- Validate regularly with automated checks (unique canonicals, required meta tags, and link resolution).
- Review Search Console warnings quickly; they are often template-level issues.
If you keep it honest and consistent, structured data is one of the lowest-effort ways to improve how your content is interpreted.