Schema markup for landing pages: what still works

Schema markup tells Google what the things on your page are, in a format it can read reliably. On a landing page, the types worth adding are Organization, LocalBusiness, Product, Breadcrumb and Video. FAQ is no longer one of them, whatever an SEO plugin or a checklist from 2022 still tells you.

FAQ schema is finished, and people are still selling it

Google put a deprecation notice on the FAQ rich result documentation on 8 May 2026, and the feature stopped appearing in search results on 7 May 2026. The documentation itself came down in June 2026. This had been coming for a while. Back in September 2023, Google restricted FAQ rich results to well known, authoritative government and health sites, which quietly killed it for everyone else. HowTo rich results went the same way in the same update. So if a proposal promises you FAQ rich snippets, the person who wrote it has not checked in three years.

What still earns something in search results

Google's structured data gallery is the list that matters, and it is shorter than most people assume. The types that apply to a typical landing page are Organization, Local business, Product, Review snippet, Breadcrumb, Video, Event, Course list, Job posting and Software app. The rest of the gallery covers recipes, movies, datasets and forums. If your type is not in that gallery, adding the markup does nothing for how you appear in Google.

Schema changes how you look, not where you rank

Structured data decides whether you are eligible for a search appearance. It does not push you up the results. A page with perfect Product markup that nobody wants to read stays on page four with slightly nicer formatting. The reason to add it is click-through rate. A star rating, a price or a video thumbnail takes up more space in the results and pulls more clicks from the same position. Treat it as packaging, and fix your ranking separately.

The star rating trap

Everybody wants stars in the results, so everybody marks up the testimonials on their own page. Google blocks exactly this. Its rule is that when the entity being reviewed controls the reviews about itself, pages using LocalBusiness or any other Organization type are ineligible for the star review feature. Testimonials you collected yourself, sitting on your own landing page, will not produce stars. Review snippets do work on Product, Course list, Event, Software app and Book. They also work on Organization or LocalBusiness, but only when the reviews come from a third party.

Use JSON-LD and keep it honest

Google prefers JSON-LD, which is a script block in the head rather than attributes scattered through your HTML. Your markup then survives a redesign. One rule matters more than the rest. The structured data has to describe content that is actually visible on the page. Marking up reviews you do not display, or a price that does not exist, is a manual action waiting to happen. If the page does not show it, do not mark it up.

Where schema markup for landing pages goes in Framer

Framer ships sitemap.xml and robots.txt automatically, and it handles JSON-LD through the Custom Code feature. Open Project Settings, pick the Custom Code tab, add a script, name it something you will still recognise in a year, and place it in the head. You can scope a script to specific pages, so a product landing page gets Product markup and the rest of the site does not. On CMS detail pages you pull in field values with the double brace syntax and the json filter, so one template outputs correct markup for every item.

Test it, then check it again in a month

Paste the URL into Google's Rich Results Test. It tells you which features the page is eligible for and flags any required properties you missed, which is more useful than a generic schema validator. After a few weeks, open the enhancement reports in Search Console, because that is field data from live pages rather than a one-off check. Set a reminder to review your markup twice a year. Google removes features with very little notice, and dead markup on a live page is work you paid for that returns nothing.