Why it matters on an HVAC site
In August 2023 Google restricted FAQ rich results to government and health sites. A contractor site with perfect FAQPage markup gets no rich result from it, and has not for over two years.
This matters because it is still sold. An agency proposing FAQ schema "to win rich results" or "to get into People Also Ask" is describing search as it worked in 2022, and that is a useful thing for a contractor to be able to recognise.
How to check it yourself
- Search the target query and look at what actually renders. No FAQ rich results on commercial queries is the current state.
- Search Console Enhancements will report FAQ markup as valid while producing no impressions from it, which is the shape of the misunderstanding.
- The Rich Results Test states which result types a page is eligible for.
Worked through in numbers
An agency proposal includes FAQ schema on 40 service pages, costed as a deliverable, with the stated benefit of more space in the results.
The markup validates. Search Console shows the FAQ enhancement as valid across all 40. Impressions attributable to an FAQ rich result: none, because the feature is not available to the site.
The questions themselves were worth having, because People Also Ask is generated from content rather than from markup and answering real questions on the page can earn a place there. The markup was not what earned it.
Where this sits in the rankings
Scored under Technical SEO. Structured data for questions and answers, and why recommending it for rich results is out of date.