AI Visibility pillar / check howto-schema
HowTo markup and what it does today
Information only. Google retired HowTo rich results in September 2023. Clear, numbered, visible steps are what matter; HowTo markup is optional.
By Shimon Carroll, Founder, SEO for AI Agents · Last updated
What this check measures
Whether the page declares HowTo markup, and whether it reads like a procedure (step-by-step language).
Why it matters
Google's 2023 post says How-to rich results no longer appear in Google Search and the result type is deprecated. Google's AI features page says no special schema is needed for AI Overviews or AI Mode.
How we score it
Never scored. The finding is informational in every state: it reports what markup we read, and it never lowers a pillar.
Confidence-flag rules
MEDIUM. Instructional intent is detected from step-like wording.
Common mistakes
- Adding HowTo markup to earn a rich result that no longer exists.
- Burying steps in a paragraph instead of a numbered list.
- Marking up steps in schema that the visible page does not show.
How to fix it
Write steps as a visible numbered list, one action per step, in the order a reader does them. Markup is optional.
Primary sources
Changelog
- · Copy updated: Google stopped showing HowTo rich results on mobile in August 2023 and on desktop on 2023-09-13 (re-read on 2026-10-07).