What changed in 2023
In August 2023 Google stopped showing FAQ rich results for most websites, limiting them to well-known government and health sites. So FAQPage markup will rarely add the drop-down questions under your listing in Google any more.
It is still valid schema.org markup, and the answers themselves still matter. Clear question-and-answer text on the page is easy for shoppers to scan and easy for AI answers to quote.
Writing answers worth quoting
- Use the questions real customers ask. Your support inbox and pre-sale chats are the best source.
- Answer in the first sentence, then add detail. "Yes, it fits a 15-inch laptop" beats a paragraph that gets there eventually.
- Be specific to the product, with sizes, materials, compatibility and care.
- Keep store-wide policies like shipping and returns accurate and in one place, then link to them.
- Four to six questions per product is plenty.
The markup rules
Google's guidelines for FAQPage say the questions and answers must be visible on the page, not only in the markup, and written by you rather than submitted by shoppers. Questions customers post and others answer are a different type, QAPage. Do not repeat the same FAQ block on every product either; answers that apply to the whole store belong on your FAQ page.
Adding it on Shopify and WooCommerce
On Shopify, store each product's questions in a metafield or metaobject, show them with a collapsible-content block in the theme, and print the matching FAQPage JSON-LD from the same data, so the page and the markup cannot drift apart. Several FAQ apps do this too.
On WooCommerce, an SEO plugin's FAQ block (Yoast and Rank Math both have one) adds the markup when you build the FAQ in the editor. For questions kept in custom fields or a spreadsheet, a small template change can print them and their markup together. See WooCommerce product structured data for the rest of the product markup.
How to check it
The Schema Markup Validator shows whether the FAQPage block is valid and matches the visible text. The free AI shopping check grades FAQ coverage alongside product markup and attributes for a sample of your pages. To have FAQs written from your support history and marked up across the catalogue, see AI shopping readiness.
Updated 2026-10-23. General guidance, not advice for your situation; we scope each project in writing before any work starts.
Questions people ask first
Is FAQPage markup still worth adding?
For the drop-downs in Google, rarely, since 2023. For clear answers that shoppers and AI answers can read, the FAQ text is what matters, and the markup costs little once it is built from the same data.
Can I use FAQPage and Product markup on the same page?
Yes. They describe different things and can sit side by side in the page's JSON-LD.
Should the FAQ be hidden in an accordion?
Collapsed content is fine as long as it is in the page and opens on click. Text that only exists in the markup breaks Google's guidelines.
Can customer reviews count as FAQs?
No. Reviews have their own markup. FAQs are questions you answer yourself.
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