Freelopers

Question 2 of 6 / Describe

Structured data that tells the truth.

What to publish, where HubSpot already adds its own, and what the search engines say it does and does not do.

Read the stepsSee the sources

Sources read on 24 September 2026, next review by 23 December 2026. Nothing here promises rankings or AI citations.

THE SHORT ANSWER

Which structured data should a HubSpot site publish?

Data that describes what is visibly on the page: your organisation once, then the page's own content, such as an article, its steps or its questions. Google says its AI features need no special markup, so publish it to describe the page accurately, not to chase a feature.

Google's documentation decides Google; schema.org defines the words. Every value in the data should also be on the page.

General structured data guidelines

01 / On HubSpot

Five steps,
in this order.

Each one checked in a HubSpot account on 24 September 2026.

  1. 01

    See what your pages publish today

    Open validator.schema.org, enter a page's address and run it. On HubSpot the theme, the blog settings and code in the page head can each add a block, so look at the whole list.

    Leave with Every block the page carries

    ToolSchema.org Markup Validator
  2. 02

    Put your company details where themes read them

    Settings, Marketing, Email, Configuration, Footer addresses: the address marked Default holds the company name and address that HubSpot themes read. Account Defaults does not feed them.

    Leave with One organisation, the same everywhere

  3. 03

    Keep one article block per blog post

    Settings, Content, Blog, General: the Structured Data switch applies BlogPosting to every post. If your theme writes its own article block, keep one of the two.

    Leave with No duplicate article data

    HubSpotBlog settings
  4. 04

    Add site-wide code in one place

    Settings, Content, Pages, Templates, Site header HTML adds code to the head of every page. Keep hand-written JSON-LD there, or in the theme, not scattered across pages.

    Leave with One place to look when something breaks

  5. 05

    Validate after every change

    Run the Schema.org validator and Google's Rich Results Test again. A pass means the data is well formed. It does not mean a rich result or a citation will follow.

    Leave with Clean data, and no false hopes

    ToolGoogle Rich Results Test

02 / The evidence

What Google and Bing
actually say.

Five rules, each quoted from the page that sets it.

01 / VISIBLE

Only mark up what readers can see.

Google: "Don't mark up content that is not visible to readers of the page." And: "Your structured data must be a true representation of the page content."

Google Search CentralGeneral structured data guidelines

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Why this matters

Last updated on 10 July 2026. Google also says it does not guarantee that correct structured data will show up in search results.

02 / FAQ

FAQ rich results are gone.

Google's changelog: "This feature will no longer appear in Google Search starting May 7, 2026." How-to rich results ended in September 2023.

Google Search CentralDocumentation updates

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Why this matters

The FAQ documentation was removed on 15 June 2026. A visible FAQ can still help readers; the markup no longer earns a search feature.

03 / AI

No special markup for AI search.

Google: "Structured data isn't required for generative AI search, and there's no special schema.org markup you need to add."

Google Search CentralAI optimization guide

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Why this matters

The same guide says structured data still helps a page be eligible for rich results in Google Search.

04 / BING

It may help Bing. It guarantees nothing.

Bing: "Structured data may support clearer grounding but does not guarantee visibility or grounding traffic. Markup must accurately reflect visible content."

Bing Webmaster GuidelinesSection 14

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Why this matters

Bing adds that markup that is "irrelevant, inaccurate, or misleading may be ignored".

05 / ORGANISATION

Your organisation has no required fields.

Google: "There are no required properties; instead, we recommend adding as many properties that are relevant to your organization."

Google Search CentralOrganization structured data

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Why this matters

Google suggests the home page, or one page about the organisation. A logo must be at least 112 by 112 pixels. Last updated 8 September 2026.

03 / Questions

Fair questions,
straight answers.

What people ask about structured data on HubSpot.

Is FAQPage still worth publishing?

The rich result is gone for every site since 7 May 2026. A visible FAQ that answers real questions still helps readers, and Bing says "Clear headings, tables, and FAQ sections help surface key information and make content easier for AI systems to reference accurately." Publish FAQPage to describe the section, not for a search feature.

Bing on AI Performance

Owned by Freelopers OÜ
Last reviewed 24 September 2026

HubSpot says schema makes citations more likely. Is that so?

HubSpot's knowledge base says "Adding schemas will increase the likelihood of your pages being cited." It publishes no evidence for it, and Google says no special schema is needed for its AI features. We treat structured data as an accurate description of the page, not as a lever.

HubSpot's AEO article

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Can I use QAPage for my FAQ?

No. Google: "Don't use QAPage markup for FAQ pages or pages where there are multiple questions per page." QAPage is for one question with answers from a community.

Google on Q&A pages

Owned by Freelopers OÜ
Last reviewed 24 September 2026

Should JSON-LD go in the head or the body?

Either works for Google. On HubSpot a theme writes it from its templates, and Site header HTML adds your own code to every page. What matters more is one block per thing: one organisation, one article, one FAQ.

Google's introduction to structured data

Owned by Freelopers OÜ
Last reviewed 24 September 2026

What about Claim markup?

Claim is a schema.org type for a factual claim. Google reads it only inside a fact check, and says: "We're phasing out support for ClaimReview markup in Google Search." Use it to state a claim and its source as data, and expect no search feature from it.

Google on fact check markup

Owned by Freelopers OÜ
Last reviewed 24 September 2026

04 / Sources

Sources,
read on 24 September 2026.

Every page we quote, with its publisher and the date it shows. We re-read them at every review.

  1. 01

    General structured data guidelines

    Google Search Central10 July 2026Documentation

    Visible content, true representation, no guarantee.

  2. 02

    Introduction to structured data

    Google Search Central10 December 2025Documentation

    What structured data is for.

  3. 03

    Documentation updates

    Google Search Central8 May 2026Changelog

    FAQ rich results end on 7 May 2026.

  4. 04

    AI optimization guide

    Google Search Central10 July 2026Documentation

    No special markup for generative AI search.

  5. 05

    Organization structured data

    Google Search Central8 September 2026Documentation

    No required properties; logo at least 112 by 112.

  6. 06

    Q&A page structured data

    Google Search Central8 September 2026Documentation

    Not for FAQ pages.

  7. 07

    Fact check structured data

    Google Search Central8 September 2026Documentation

    ClaimReview is being phased out.

  8. 08

    Bing Webmaster Guidelines

    Microsoft BingNo date shownDocumentation

    Structured data may support grounding; no guarantee.

  9. 09

    Manage your blog template and settings

    HubSpot Knowledge Base22 September 2026Documentation

    The blog's Structured Data switch.

  10. 10

    Optimize content and improve brand visibility for AI

    HubSpot Knowledge Base10 September 2026Documentation

    HubSpot's claim about schema and citations.

05 / Where you are

Next: decide which
AI crawlers may read it.

Or pick the route closest to where you are.

Let the theme do the structure.

Answerable puts the answer first, attaches the evidence and publishes structured data that matches the page, checked in public.

Which of your pages answer a real question?
See the proof page

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Do you need a site before you need answers?
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