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Key Takeaways
- Google deprecated most FAQ rich results on 14 August 2023 and restricted eligibility mainly to authoritative government and health sites.
- The rollout started in mid-August 2023 and industry reporting and Google's liaison replies indicated the change was global and applied across site types.
- Google’s FAQPage documentation says you can keep using the schema, FAQ rich results will only be shown for a limited number of sites.
- Sistrix and Semrush analyses reported sharp declines in FAQ rich result visibility after the change.
- Google says AI Overviews use structured data and underlying web content as one of many signals, which is why FAQ markup still supports AEO even when rich results are removed.
1. Keep the FAQs but re-target them: human-first, machine-friendly
Summary: Don’t delete FAQ content; adjust its purpose from driving a SERP accordion to serving users and feeding AI systems.
FAQ sections remain a clear way to answer common questions on page, and Google’s documentation states sites can continue to use FAQPage structured data because it helps Google understand content and can enable future search features. After August 2023, the visible FAQ rich result is rare for most sites, so FAQs now earn their keep through direct user experience, support workflows and as a signal for AI Overviews, not immediate SERP pixel share.
We recommend writing answers that are self contained, accurate and consistent with on page content. That increases the chance Google’s systems can safely reuse the content in AI summaries and it reduces consumer law risk from vague or outdated statements.
- Strengths
- Keeps valuable user information accessible on site.
- Maintains a clear canonical source for answers that AI systems can reference.
- Reduces the risk of inconsistent messaging across channels.
- Limitations
- Will not reliably restore the old SERP accordion or CTR uplift.
- Requires ongoing upkeep to avoid outdated or misleading answers.
- Ideal for
- Publishers, ecommerce sites, SaaS vendors and support teams that rely on FAQs for user education and self service.
Key takeaway: Keep FAQs, but write them for people first and structure them so machines can interpret them reliably.
2. Maintain schema hygiene: use FAQPage where appropriate
Summary: Continue using FAQPage structured data only when the Q and A content actually appears on the page and keep the markup accurate.
Google’s FAQPage documentation, updated after the August 2023 announcement, says FAQ rich results will only be shown for a limited number of sites, but structured data may still be used to help Google understand content. That supports using FAQPage as a hygiene baseline. Apply it where the page genuinely contains Q and A content, ensure markup matches visible text, and avoid adding schema for invisible or misleading content.
Consistent, accurate schema reduces the risk of mismatch between page content and what Google reads, it is also the correct approach if you want your content to be eligible as a signal for AI Overviews.
- Strengths
- Supports clarity for Google’s indexing and AI systems.
- Low technical cost when implemented correctly.
- Reduces the chance of structured data errors and manual actions.
- Limitations
- Does not guarantee any visible SERP treatment.
- Requires QA to keep markup aligned with on page changes.
- Ideal for
- Organisations with established content governance and version control on their websites.
Key takeaway: Use FAQPage markup as a hygiene practice, accurate, honest and only where the Q and A is present.
3. Design FAQs for AI extraction: concise Qs and self-contained As
Summary: Structure questions and answers so they are explicit and extractable, because Google says AI Overviews use underlying web content and structured data as one of many signals.
Google’s “AI Overviews and your website” guidance confirms that structured data and page content are inputs to generative search features. Clear question labels and direct short answers increase the likelihood an AI system can identify and repurpose your content when building summaries or voice responses. Focus on unambiguous phrasing, avoid rhetorical or context dependent answers, and keep the answer visible on the page.
- Strengths
- Improves the chance of correct extraction and reuse by AI.
- Helps support and chatbot systems reuse canonical answers.
- Enhances user experience for quick scanning.
- Limitations
- Does not disclose how heavily Google weights FAQ markup in AI outputs.
- Requires editorial work to refactor existing FAQs.
- Ideal for
- Sites aiming to be sourceable for AI Overviews, voice assistants and on site chatbots.
Key takeaway: Write each Q and A pair so it stands on its own and reads clearly, which helps machines reuse it.
4. Shift measurement: track outcomes, not impressions alone
Summary: Replace reliance on FAQ rich result impressions with outcome metrics such as organic sessions, on page engagement and conversions.
After the August 2023 change, third-party visibility datasets, Semrush and Sistrix, reported sharp declines in visible FAQ rich result occurrences after the August 2023 change. Given that collapse, “bring back FAQ snippets” is not a practical KPI. Instead measure organic sessions, assisted conversions, on page engagement, time on page, task completion and support deflection where FAQs feed help resources.
- Strengths
- Tracks business outcomes rather than ephemeral SERP features.
- Highlights real user value and ROI of content.
- Aligns SEO metrics with wider marketing and support goals.
- Limitations
- Requires broader analytics and attribution setup.
- Short term traffic dips may still occur as SERP layouts evolve.
- Ideal for
- Organisations needing to justify content investment in revenue or support metrics.
Key takeaway: Measure what matters, user outcomes and conversions, not deprecated SERP impressions.
5. Build durable information architecture: make answers reusable
Summary: Design FAQs as part of an information architecture that serves multiple surfaces, site readers, support teams, AI summaries and voice assistants.
Given the reduced availability of FAQ rich results, the smart play is to make answers portable. Create canonical Q and A blocks, clear metadata and stable URLs that teams can link from support tools or that Google’s systems can reference. This approach also reduces the operational cost of repurposing content for chatbots, knowledge bases and AI driven experiences.
- Strengths
- Increases the lifespan and reach of content.
- Simplifies reuse across internal and external systems.
- Helps maintain accuracy and governance.
- Limitations
- Requires upfront design and cross team coordination.
- Needs version control to prevent inconsistent updates.
- Ideal for
- Organisations with customer support functions, product documentation needs, or multi channel content teams.
Key takeaway: Build answers that travel across interfaces. That is where the lasting advantage sits now.
How to choose the best AEO FAQ strategy
Choosing the right AEO FAQ strategy means balancing editorial quality, technical accuracy, and business objectives. Prioritise pages with high user intent and clear repeatable questions. Implement FAQPage schema only where the Q and A exists on the page and keep markup current. Design answers to be concise and self contained so they are useful to humans and extractable by AI. Finally, measure success by user outcomes, sessions, engagement, conversions and support metrics rather than deprecated FAQ impressions.
Key decision criteria
- Editorial clarity and accuracy
- Schema fidelity and technical governance
- Measurable business outcomes
- Reusability across support and AI surfaces
Key takeaway: Build FAQs for lasting utility: readable by people and formatted so machines can interpret them reliably.
Key features to compare in AEO FAQ strategy
| Feature | What it means | Why it matters |
|---|---|---|
| Schema accuracy | Markup matches visible Q and A on page | Prevents mismatch and supports Google’s understanding |
| Answer brevity | Short, standalone answers | Easier for AI and voice to extract and reuse |
| Governance | Version control and review processes | Keeps answers current and reduces consumer law risk |
| Measurement | Outcome KPIs, sessions, conversions | Shows real business impact beyond SERP features |
Understanding pricing, models, and delivery
Most work to align FAQs for AEO is editorial and implementation time rather than a licence cost. Typical components include content audit and rewriting of FAQ copy, schema implementation and QA, analytics setup to track new KPIs, and integration with support or chatbot systems for reuse. Investment is driven by volume of FAQ pages, governance needs, and whether you build internal capabilities or engage an agency.
Typical components
- Content audit and rewrite
- Schema implementation and technical QA
- Analytics and attribution setup
Key takeaway: The main costs are people and process, shape the scope to match pages that drive the most user value.
TLDR
Google deprecated most visible FAQ rich results in August 2023 and now shows them rarely, mostly for authoritative government and health sites. FAQPage schema still matters, use it accurately, but treat FAQs as human first content that can be reliably consumed by AI systems and internal teams. Measure outcomes, not deprecated impressions.
Frequently asked questions
What does “FAQ rich results deprecated” mean in Google Search?
It means Google limited the expandable FAQ rich result UI to a small set of authoritative sites, mainly government and health, so most websites will no longer see FAQPage schema rendered as visible FAQ rich results regularly.
Should we remove FAQPage structured data now that FAQ rich results are removed?
No. Google’s documentation advises continuing to use structured data because it helps Google understand content and can enable future search features.
Does FAQ structured data help with AI Overviews and AI search?
Yes. Google’s AI Overviews guidance states the systems use many signals, including underlying web content and structured data, as inputs to generate summaries.
Are FAQ rich results still available in Australia in 2026?
They remain available only in limited cases worldwide. Google's liaison replies indicated the change was global and applied across site types, which covers google.com.au; visibility is generally restricted to select authoritative sites.
What metrics matter now that FAQ rich results impressions have dropped?
Focus on organic sessions, on page engagement, task completion, assisted conversions and support metrics rather than expecting FAQ rich result impressions to be a stable KPI.
Google has deprecated most FAQ rich results since August 2023, so FAQPage schema rarely creates visible SERP FAQs for typical sites. Our view at Bushnote is that FAQ content still matters, but the job has changed. Write FAQs for people first and for AI systems second. Avoid designing FAQs around an expandable accordion that boosts click through rate.
