If you’ve been following SEO news, you’ve probably seen discussions about Google removing FAQ rich results from Search. For many businesses, this led to an understandable question:
“Are FAQ pages still worth creating?”
The short answer is yes.
As an SEO company in Jackson Hole, we’ve been keeping a close eye on Google’s evolving approach to search and AI. While Google has removed the FAQ rich result from most search results, it has not deprecated FAQ structured data itself. Google has confirmed that it still parses FAQ markup to better understand page content, even though it no longer displays the expanded FAQ listings that many websites once received. You can read Google’s official announcement in its Search Updates documentation.
That distinction is important because the real value of FAQ pages has never been the rich result, it has always been the content.
Rich Results Changed. Helpful Content Didn’t.
It’s easy to confuse three different concepts:
- FAQ pages — Pages that answer common customer questions.
- FAQ structured data (schema) — Code that helps search engines understand those questions and answers.
- FAQ rich results — The expandable question-and-answer listings that previously appeared in Google’s search results.
Google removed the third item from most search experiences. The first two are still very much alive.
Your FAQ content continues to help visitors find answers, and Google has stated it still processes the structured data as part of understanding webpages. Other search engines may also continue using that markup in their own ways.
Why FAQ Pages Still Benefit SEO
Search has always been about answering questions. Whether someone searches on Google, asks ChatGPT, uses Gemini, or consults another AI assistant, they’re usually looking for clear, trustworthy information.
FAQ pages naturally accomplish this by answering common customer questions, covering long-tail search topics, and expanding topical authority. They also support related service pages and create valuable internal linking opportunities.
A thoughtfully written FAQ page often becomes one of the most useful resources on a website because it directly addresses the questions potential customers are already asking.
Answer the Questions Your Customers Are Actually Asking
Rather than asking whether FAQ schema is “worth it,” a better question is:
“What information are our customers looking for before they contact us?”
Those answers can come from sales conversations, customer emails, contact form submissions, Google Business Profile questions, support requests, and industry trends.
Every well-written answer becomes another opportunity to build trust, educate potential customers, and strengthen your website’s overall authority. That’s a strategy that remains valuable regardless of how Google’s search results evolve.
AI Cares More About Your Answers Than Your Markup
Today’s search landscape is increasingly influenced by AI-generated responses. While structured data remains useful, AI systems ultimately rely on the quality of the information they’re reading. That means your content should:
- Answer questions clearly.
- Demonstrate real expertise.
- Cover topics thoroughly.
- Be organized with logical headings.
- Support related pages across your website.
Schema helps provide context, but it doesn’t replace authoritative, helpful content.
Keep the FAQ Schema But Focus on the Content
One misconception we’ve seen since Google’s announcement is that businesses should remove all FAQ schema from their websites. That’s not what Google recommends.
Google has specifically stated that existing FAQ structured data can remain in place. The change only affects the rich result displayed in search, not Google’s ability to interpret the markup.
In fact, many SEO professionals recommend leaving valid schema implemented because it still provides machine-readable context and may continue to benefit other search engines or future search experiences. The article Why Google Dropped FAQ Rich Results provides a helpful overview of what changed and, more importantly, what didn’t.
Build Content for People and Not Just for Crawlers
At Gliffen, we believe successful SEO is about creating websites that genuinely help people. Search features will change. Algorithms will evolve. AI will continue reshaping how information is discovered. What remains constant is the value of clear, accurate, and authoritative content.
As an SEO company in Jackson Hole, we help businesses create content strategies that answer real customer questions, strengthen topical authority, and build websites that perform well for both traditional search engines and modern AI-powered search experiences. While rich result features may come and go, investing in helpful content is a long-term strategy that continues to pay dividends.