Google now surfaces rich results for every major intent, and AI Overviews reuse the same structured data to assemble answers.

You need a current list of eligible types, the schema that powers them, and a plan to prioritize and measure impact.

In the next few minutes you get an updated gallery of active, limited, and deprecated Google rich results, mapped to JSON-LD requirements, plus a roadmap for e‑commerce, SaaS, publishers, and local brands.

You will also see how rich results fuel entity clarity, improve citations in AI assistants, and reduce wasted dev time.

Use this guide with our structured data pillar at Structured Data: The Complete Guide for SEO & AI to keep your schemas in sync with product and content changes.

Rich results in 2025: what they are and how AI uses them

Rich results are enhanced SERP formats that display structured data such as prices, steps, FAQs, ratings, and event times.

They do not guarantee rankings, but they increase click-through rates and make your content machine-readable for AI Overviews, Gemini, Copilot, and Perplexity.

Clean JSON-LD helps these systems trust your facts and cite you.

Treat rich results as the visible proof that your entity model is coherent: Organization ties to Products, Persons, Locations, Events, and Articles through @id anchors.

Active, limited, and deprecated at a glance

  • Active and high-impact: Product, Review snippets, HowTo (desktop), FAQ (limited rollout), Article/News, Video, Recipe, LocalBusiness, Event, Breadcrumb, Sitelinks searchbox, JobPosting.

  • Limited or context-dependent: HowTo on mobile, FAQ on most sites, Education Q&A, Course, SoftwareApplication, Speakable (news focus), DiscussionForumPosting.

  • Deprecated or unsupported as rich results: COVID data panels, some AMP-only formats, data-vocabulary.org markup. Keep legacy markup out of templates to avoid errors.

Schema essentials that unlock visibility

  • Use JSON-LD, not microdata. Embed once per page near the head to reduce duplication.

  • Anchor every entity with a stable @id URL, and connect them (Organization → Product, Person, LocalBusiness, Event).

  • Match every structured field with visible content. Hidden or mismatched data creates eligibility failures.

  • Localize language, currency, timezone, and measurement units for each market.

  • Validate with Rich Results Test and Schema Markup Validator, then crawl at scale to catch template drifts.

Prioritize by business model: where to start

You cannot chase every type at once.

Pick the combinations that deliver revenue fast.

E‑commerce

  • Product with offers, availability, priceValidUntil, GTIN/MPN if available.

  • Review snippets with aggregated rating and count backed by real reviews.

  • FAQ to preempt objections, Breadcrumb to reinforce hierarchy, ImageObject with multiple sizes.

  • Tie Product to Organization and, when relevant, to HowTo or Video for assembly or setup.

SaaS and B2B

  • Article/BlogPosting with strong author entities and FAQ for objection handling.

  • HowTo for implementation guides, SoftwareApplication for product docs where appropriate.

  • Breadcrumb and Sitelinks searchbox to guide navigation and branded search.

  • Organization schema with sameAs links to LinkedIn, Crunchbase, GitHub, and product docs.

Local services and clinics

  • LocalBusiness with full NAP, geo, openingHoursSpecification, and priceRange.

  • Event when you host workshops or screenings; connect Event organizer to LocalBusiness.

  • FAQ for service expectations, Review snippets if you host ratings.

  • Add Speakable for newsworthy updates where eligible.

Publishers and media

  • Article/NewsArticle with datePublished/dateModified, headline, image, and author Person.

  • VideoObject for onsite videos, Clip for key moments, and liveBadge when streaming.

  • HowTo and FAQ for evergreen service content.

Gallery of major Google rich result types and schema maps

Use this gallery as your maintained checklist.

Keep it updated as Google changes eligibility.

Article / NewsArticle

  • Core use: editorial and news coverage with headline, author, dates, and image.

  • Schema: Article or NewsArticle, headline, author, datePublished, dateModified, image, publisher.

  • AI angle: strong author entities and freshness improve trust in AI Overviews.

Product

  • Core use: display price, availability, ratings, and shipping details.

  • Schema: Product with nested Offer and AggregateRating; include identifiers and brand.

  • AI angle: precise specs reduce hallucination for assistants comparing options.

Review snippet

  • Core use: show aggregated rating from your own first-party reviews.

  • Schema: AggregateRating nested inside Product, LocalBusiness, or CreativeWork that you own.

  • Avoid marking third-party reviews you do not control.

FAQ

  • Core use: answer common questions directly in SERP and feed AI answers.

  • Schema: FAQPage with a list of Question/Answer pairs that appear on the page.

  • Eligibility is limited, but FAQs still improve AI understanding and on-page clarity.

HowTo

  • Core use: step-by-step instructions with images and durations.

  • Schema: HowTo with HowToStep, HowToDirection, HowToSupply, estimatedCost.

  • Desktop visibility remains strong; keep steps visual and concise.

Video

  • Core use: show video preview, key moments, and live indicator.

  • Schema: VideoObject with name, description, thumbnailUrl, uploadDate, duration, contentUrl, embedUrl; add hasPart for clips.

  • AI angle: chapters help assistants jump to the right segment.

LocalBusiness

  • Core use: reinforce NAP consistency and support map visibility.

  • Schema: LocalBusiness or subtype with name, address, geo, telephone, openingHoursSpecification, url, image.

  • Connect to Organization to keep the graph coherent and to Events you host.

Event

  • Core use: show dates, venue, and ticket prices in carousels.

  • Schema: Event with name, startDate, eventAttendanceMode, location, offers, eventStatus.

  • Update status when canceled or postponed to keep trust signals clean.

Recipe

  • Core use: show ratings, cook time, ingredients, and calories.

  • Schema: Recipe with recipeIngredient, recipeInstructions, totalTime, nutrition, review.

  • Add high-quality images and structured steps.

JobPosting

  • Core use: job visibility with salary and location details.

  • Schema: JobPosting with title, description, datePosted, validThrough, employmentType, hiringOrganization, jobLocation, baseSalary.

  • Remove filled roles promptly to avoid spam signals.

Breadcrumb

  • Core use: clarify site hierarchy and reduce long URLs in SERP.

  • Schema: BreadcrumbList with ordered ListItem elements.

Sitelinks Searchbox

  • Core use: branded query coverage with direct site search.

  • Schema: WebSite with potentialAction for SearchAction pointing to your internal search URL.

Course, SoftwareApplication, Speakable, DiscussionForumPosting

  • Use where relevant; keep to guidelines. Speakable remains news-focused; DiscussionForumPosting is useful for community threads.

Example JSON-LD templates you can deploy fast

Below are two quick-start templates.

Adapt fields to match on-page content and keep @id stable.

{
  "@context": "https://schema.org",
  "@type": "Product",
  "@id": "https://example.com/products/widget-2000#product",
  "name": "Widget 2000",
  "description": "Durable widget for industrial use",
  "image": [
    "https://example.com/images/widget-2000-front.jpg",
    "https://example.com/images/widget-2000-side.jpg"
  ],
  "brand": {
    "@type": "Organization",
    "name": "Example Industries"
  },
  "sku": "W2000-PT",
  "offers": {
    "@type": "Offer",
    "price": "199.00",
    "priceCurrency": "EUR",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/products/widget-2000"
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "ratingCount": "128"
  }
}

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "@id": "https://example.com/guides/install-widget-2000#howto",
  "name": "Install Widget 2000",
  "description": "Step-by-step installation for Widget 2000",
  "totalTime": "PT15M",
  "supply": [{
    "@type": "HowToSupply",
    "name": "Widget 2000 mounting kit"
  }],
  "tool": [{
    "@type": "HowToTool",
    "name": "Phillips screwdriver"
  }],
  "step": [
    {
      "@type": "HowToStep",
      "position": 1,
      "name": "Unbox and inspect",
      "text": "Check that all parts are present and undamaged."
    },
    {
      "@type": "HowToStep",
      "position": 2,
      "name": "Mount the base",
      "text": "Secure the base plate using the included screws."
    },
    {
      "@type": "HowToStep",
      "position": 3,
      "name": "Attach power",
      "text": "Connect to power and run the built-in test."
    }
  ]
}

Build an entity-first rich results strategy

A rich result is only stable when your entities are clear.

Use Organization as the anchor and link every Product, Person, Location, Article, Event, and HowTo back to it with @id references.

Keep author entities strong with Person pages, credentials, and sameAs links.

Map internal links to mirror your entity graph so crawlers understand relationships even without schema.

This reduces ambiguity in AI Overviews and improves citation accuracy.

Rollout plan by template

  • Inventory templates: product detail pages, category pages, articles, guides, location pages, event pages.

  • For each template, define the target rich result type, required properties, and monitoring plan.

  • Create JSON-LD snippets with version control. Deploy to staging first.

  • Validate one URL per template in Rich Results Test, then crawl at scale with your crawler to confirm presence and correctness.

  • Launch to production, monitor Search Console enhancements and impression shifts.

QA and testing workflow

  • Rich Results Test for eligibility and rendering checks.

  • Schema Markup Validator for syntax and schema.org compliance.

  • URL Inspection to confirm indexing and rendered HTML when JavaScript is involved.

  • Scheduled crawls to detect missing or duplicate @id values, mismatched prices, or outdated event times.

  • Log changes to templates; retest after any CMS or layout release.

Measurement: what to track and how

  • Search Console: track rich result enhancements for Product, FAQ, HowTo, Video, Event; segment queries that trigger rich results.

  • Click-through rate: compare CTR for URLs with and without rich results in the same ranking bands.

  • AI search citations: monitor mentions in AI Overviews and assistants. Track which schema types coincide with citations.

  • Conversion and revenue: for Product and LocalBusiness, tie schema rollouts to cart adds, bookings, or calls.

  • Error and warning rates: set thresholds to trigger alerts when errors appear after releases.

Impact vs effort roadmap

  • Quick wins (ship in weeks): Breadcrumb, Organization with sameAs, LocalBusiness basics, Article cleanup, FAQ where eligible. These raise clarity with minimal dev work.

  • Medium effort (quarter): Product with complete offers and identifiers, Review snippets with moderation, HowTo with media, Video chapters. Map to pages that already rank so you can measure CTR lifts.

  • Strategic (half-year): Full site entity graph with consistent @id, Sitelinks searchbox tied to robust internal search, Course or SoftwareApplication if you run education or SaaS catalogues, large-scale schema governance and monitoring.

  • Always-on: refresh prices and availability, update events and opening hours, rotate images to avoid staleness, and trim deprecated markup.

Tool stack for stable rich results

  • Google Rich Results Test and Schema Markup Validator for spot checks on staging and production.

  • Search Console enhancements plus custom Looker dashboards that segment by rich result type, device, and market.

  • Crawler-based validation (Screaming Frog, Sitebulb, or custom scripts) to confirm JSON-LD presence, field completeness, and @id consistency across thousands of URLs.

  • Change monitoring (Diff tools, Git, CMS audit logs) to catch schema regressions after releases.

  • Optional A/B testing tools to compare CTR and conversion impact when you introduce or expand a type.

Region and industry nuances (Portugal and EU focus)

  • Use local formats for addresses, VAT/NIF where relevant, and currencies (EUR).

  • Keep timezones accurate for Event and LocalBusiness opening hours.

  • For clinics and regulated sectors, surface reviewer or medical reviewers with Person schema and on-page credentials to satisfy trust expectations.

  • Translate content and schema where you run multilingual sites; align with hreflang and localized URLs.

Maintenance and governance

  • Assign owners per schema type: product managers for Product, content lead for Article/FAQ, operations for LocalBusiness and Event data.

  • Document @id patterns and sameAs sources. Store them in your CMS or config files.

  • Run quarterly audits to retire deprecated markup, refresh images, and align prices or availability with inventory systems.

  • Keep a change log of rich result eligibility changes and Google updates; adjust templates promptly.

How AISO Hub can help

AISO Hub audits your current rich result coverage, designs entity-centric schema models, and builds monitoring that keeps eligibility stable.

We align your implementation with our structured data pillar at Structured Data: The Complete Guide for SEO & AI and connect the work to AI search KPIs.

  • AISO Audit: find rich result gaps, schema errors, and entity issues with a prioritized fix list

  • AISO Foundation: rebuild templates and entity graphs so Product, Article, FAQ, and LocalBusiness markup stays clean

  • AISO Optimize: run experiments on new result types, placements, and schema enrichments to expand coverage and CTR

  • AISO Monitor: track citations, rich results, warnings, and errors with alerts and dashboards tied to revenue

Conclusion: make rich results your AI-ready baseline

Rich results show searchers the best parts of your content and give AI systems structured facts they can trust.

Prioritize the types that match your business, deploy stable JSON-LD with clear @id anchors, and keep testing and measuring.

Tie every rollout to revenue, leads, or bookings so stakeholders see the value.

With disciplined governance and ongoing QA, you keep eligibility high, reduce rework, and earn more surface area in Google and AI assistants.