HowTo Schema: Why Google Retired It and What to Do Now

This check flags pages that could "benefit" from HowTo structured data, or pages already carrying it. I want to give you the straight version of this one, because the honest answer is different from what most audit tools still tell you.

What this check flags

The "HowTo Schema Adoption" check looks for instructional, step-based content (recipes-style how-tos, setup guides, tutorials, repair walkthroughs) and notes whether it carries HowTo structured data. Historically the recommendation was simple: add HowTo markup so Google can show a step carousel in the results. That advice made sense for years. It does not anymore.

The honest reality: Google retired HowTo rich results

Here is the part the old playbooks skip. In August 2023 Google deprecated HowTo rich results on mobile. Then on September 13, 2023, Google removed them entirely, desktop and mobile, no exceptions. By 2024 and into 2025 the markup is simply ignored. The documentation still exists for reference, but the rich result is gone.

So if you are still pouring hours into HowTo markup chasing that step carousel, you are polishing a feature that does not render anywhere on God's green earth. The carousel is dead. Google confirmed it. No amount of perfect markup brings it back.

So should you still add it?

Mostly no, and definitely not for rich results. There is no visible payoff in Google Search. The markup will not earn you a penalty either; Google ignores it cleanly, so existing HowTo schema is not hurting you. But "not hurting you" is a weak reason to spend implementation time. If you are deciding where to put effort, HowTo schema is near the bottom of the list now.

The nuance: structured data can still help machines understand your page, and other consumers (some assistants, some AI answer systems) may parse it. That is a thin, unguaranteed benefit. Treat it as a maybe, not a goal.

What to do instead

Spend the time on content that helps the reader and reads well to a crawler without any schema at all:

Use a real numbered list or clear headed steps. Give each step a short, action-led label ("Step 3: Connect the drain line"). Add a short intro that states what the reader will accomplish and what they need. Put a single image per step where it actually clarifies something. Keep one task per page so the page has a clear job. Add internal links to the prerequisite and follow-up tasks.

This is the work that earns rankings and, increasingly, gets your steps pulled into AI overviews and answer boxes. Clean structure in the HTML beats markup for a result that no longer renders.

Where a page genuinely answers common questions, FAQ markup can be appropriate, but know that Google narrowed FAQ rich results too. Add it because the questions are real, not to chase a SERP feature.

If you still want it, implement it correctly

Maybe you want HowTo schema for non-Google consumers or internal consistency. Fine. Keep it valid and accurate to the visible page, and do not invent steps that are not on screen:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "How to reset your router",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Locate the reset button",
      "text": "Find the recessed reset button on the back of the router.",
      "url": "https://example.com/reset-router#step1"
    },
    {
      "@type": "HowToStep",
      "name": "Hold for 10 seconds",
      "text": "Press and hold the button for 10 seconds until the lights blink.",
      "url": "https://example.com/reset-router#step2"
    }
  ]
}
</script>

Every step in the markup must match a step a human can see on the page. Mismatched or inflated markup is a quality problem regardless of whether a rich result exists.

Common mistakes

The biggest one is chasing a retired feature: rebuilding HowTo markup expecting a carousel that Google killed in 2023. Close behind: treating the markup as a substitute for actual structure, so the page has perfect JSON-LD and a wall of unbroken paragraph text. Another is bolting HowTo schema onto pages that are not procedural at all, just to "have schema." And finally, marking up steps that do not appear in the visible content, which is exactly the kind of thing a deep audit will flag.

FAQ