Google’s recent decision to deprecate “FAQ” and “How To” search results has many in the SEO realm scratching their heads.

Is the structured data lemon worth the squeeze after Google’s How-To and FAQ Deprecation and what’s the next SEO move?

The sentiment within the SEO community ranges from mild curiosity to full-blown panic, questioning the relevance and need for structured data. In this piece, we’ll dissect:

• The underlying reasons behind Google’s decision.
• Impacts on Generative AI models like GSE and Bing Chat.
• The historical significance of structured data.
• The potential future of SEO practices concerning structured data.

Dissecting Google’s Decision

Let’s clarify what Google has essentially communicated:

• How-To results are now absent from desktop, leading to the deprecation of this result type.
• FAQ results will mainly spotlight authoritative health and government websites, limiting visibility for other domains.

While John Mueller’s tweets provided some clarity, ambiguity about the longevity and impact of structured data still lingers.

The Generative AI Angle

There’s rampant speculation about how Search Generative Experience (SGE) might be impacted by these changes. Contrary to the belief that structured data simply influences rich results, it’s crucial in enhancing the comprehension capabilities of AI models like GSE.

Structured data, being organized and clear-cut, ensures that these AI models can:

1. Seamlessly understand website content.
2. Offer more detailed and enriched answers.
3. Tailor results to individual users.

Although Google’s visible rich results may dwindle, the under-the-hood advantages for AI understanding remain intact.

Historical Significance of Structured Data

Way before rich results became a significant talking point, structured data had always served as an essential tool for SEO professionals. The primary goal? Helping search engines discern and contextualize the content on websites.

Rich results might have been the cherry on top, but the cake (structured data) has been baked into SEO practices for longer than most realize. And let’s not forget, structured data isn’t confined to FAQ and How-To formats. There’s a vast sea of structured data types, like product reviews and events, that still offer considerable SEO advantages.

The Future of Structured Data:
SEO Recommendations

In the constantly shifting sands of SEO, professionals need to evolve and adapt. Here’s my take on how to approach structured data in light of Google’s recent changes:

1. AI Comprehension: Structured data continues to be a linchpin for AI comprehension. Even if the immediate visibility benefits diminish, the long-term advantages in terms of AI understanding can’t be discounted.
2. Diversify Your SEO Approach: Google is just one player in a vast digital ecosystem. Other search engines, voice assistants, and platforms may derive value from structured data in ways different from Google.
3. Stay Prepared for the Unknown: The SEO landscape is ever-evolving. Today’s deprecated feature could be tomorrow’s must-have. It’s always prudent to maintain structured data, making you ready to tap into any future search engine innovations.
4. Efficiency Overhaul: For sites where structured data integration is automated, the benefits far outweigh the minimal maintenance costs.

In essence, while the visible Google landscape may be undergoing changes, the inherent value of structured data endures. The focus should always be on delivering a well-rounded web experience, ensuring content is easily accessible and understood by both users and cutting-edge AI systems.

In the world of SEO, adaptability is king. As Google’s algorithms and features evolve, so must our strategies. The potential of structured data remains vast, even if its immediate rewards in the form of rich results are curtailed. As the age-old saying goes, it’s not about the destination but the journey. In the SEO world, this journey is all about understanding, adapting, and evolving.