In the ever-changing world of search engine optimization, there were some serious shakeups—especially when it comes to rich results and structured data. For a moment, many SEOs wondered: Are rich results dead?
Good news: They’re not. In fact, schema markup—once viewed primarily as a tactic for earning flashy SERP enhancements—is more strategic than ever.
Let’s break down what’s really happening, and how you can maximize the full semantic power of schema markup in 2025.
What Is Schema Markup, Really?
Schema markup (structured data) is code you add to your website using the Schema.org vocabulary. It helps search engines understand the intent and meaning behind your content.
When done correctly, schema markup makes your content eligible for rich results, which include:
- Reviews and ratings
- Events and course info
- Local business details
- FAQs and product listings
These enhancements help your content stand out in the search results, often leading to higher click-through rates.
But as Google continues evolving—and generative AI reshapes how we interact with search—schema markup now plays a much bigger role.
The Rise and Fall of Rich Results
Google made major changes:
- FAQ-rich results were limited to government and health sites.
- How To-rich results were removed entirely.
- Many businesses lost previously visible enhancements overnight.
So, did this spell the end of schema-powered visibility?
Absolutely not. While some rich results were deprecated, Google introduced six new types of rich results in the second half of 2023 alone, including:
- Vehicle Listings
- Course Info
- Profile Pages
- Discussion Forums
- Updated Organization details
- Vacation Rentals
The takeaway? Rich results are evolving, not disappearing.
The Real Power of Schema: Semantic Understanding
While rich results are a nice bonus, the real reason to invest in schema markup in 2025 is semantic SEO—helping AI-driven search engines understand your content contextually.
Structured data allows you to:
- Clarify meaning (e.g., Apple the fruit vs. Apple the company)
- Build relationships between entities (people, products, locations)
- Create a content knowledge graph—a connected web of facts machines can rely on
This is critical in an age where AI tools like ChatGPT, Google Gemini, and SGE are rewriting the search experience.
Search engines now act less like directories and more like interpreters. Schema markup becomes your tool for telling them what your content really means.
What This Means for SEO Strategy in 2025
Schema markup is no longer just a means to an end (rich results). It’s a strategic data layer.
Here’s what it enables:
- Better visibility through rich results (where applicable)
- Improved comprehension by search engines and LLMs
- Future-proofing your site for AI-powered search experiences
- More control over how your brand and content are perceived
Even if a specific rich result disappears, your structured data continues powering your brand’s understanding in Google and Bing’s evolving systems.
At SEO Guru NYC, we understand how crucial it is to stay ahead in the ever-evolving world of search. Our expert SEO services in NYC are designed to help your business leverage the full power of schema markup and technical SEO to boost visibility and drive meaningful traffic. Ready to future-proof your website for AI-driven search? Reach out to us today and let us help you unlock the true potential of your online presence.
