You have schema markup. Google still won't give you a r...

You added FAQ schema to every page. You passed the Rich Results Test. Your structured data has zero errors. And yet, when you search for your own pages, there's no FAQ accordion, no star rating, no recipe card. Nothing.

Passing validation and earning a rich result are two different things. Google's validator checks whether your JSON-LD is syntactically correct. Whether Google actually displays a rich result depends on whether you've included every required field, nested the types correctly, and met Google's additional display criteria that aren't part of the schema.org specification.

The gap between valid and eligible

Schema.org defines hundreds of types with hundreds of properties. Most properties are optional. Google's Rich Results documentation defines a much smaller subset of properties that are required for display. The disconnect creates a specific failure mode: your schema is valid (all properties are correctly typed) but incomplete (missing fields that Google requires for the rich result).

Common examples:

FAQ schema requires both Question.name (the question text) and Question.acceptedAnswer.text (the answer text). A FAQ with questions but empty or missing answers passes schema.org validation but won't trigger the FAQ accordion.

Recipe schema requires name, image, and at least one of recipeIngredient or recipeInstructions. A Recipe with just a name and description won't display. Add cookTime, prepTime, and nutrition to maximize eligibility, even though none of those are technically required by schema.org.

HowTo schema requires step entries with either text or itemListElement. A HowTo with steps that have names but no text descriptions won't generate the step-by-step snippet.

Review schema requires itemReviewed with a valid type. A Review floating in the JSON-LD without being attached to a Product, LocalBusiness, or other reviewable entity doesn't qualify for star ratings.

Product schema for merchant listings requires offers with price, priceCurrency, and availability. Missing any of these means no product panel in search results, even if every other Product field is perfect.

Nesting matters

Google's documentation specifies exactly how types should nest. A common mistake is placing Review markup at the root level instead of nesting it inside the reviewed entity:

// Wrong: standalone Review
{
  "@type": "Review",
  "reviewRating": { "@type": "Rating", "ratingValue": "5" },
  "author": { "@type": "Person", "name": "Jane" }
}

// Right: Review nested in Product
{
  "@type": "Product",
  "name": "Blue Widget",
  "review": {
    "@type": "Review",
    "reviewRating": { "@type": "Rating", "ratingValue": "5" },
    "author": { "@type": "Person", "name": "Jane" }
  }
}

The standalone Review is valid JSON-LD. Schema.org won't flag it. But Google ignores it because there's no itemReviewed and it's not nested inside a reviewable entity.

Google's undocumented criteria

Beyond the documented required fields, Google applies additional criteria:

Page-level quality. Rich results are suppressed on pages that Google considers low-quality, thin, or spammy, regardless of schema completeness. A 200-word page with perfect FAQ schema probably won't get the accordion.

Domain-level trust. New domains and domains with manual actions may have rich results suppressed site-wide. This isn't documented as a specific threshold, but the pattern is well-observed in SEO communities.

Rich result type quotas. Google doesn't display unlimited rich results in a SERP. If the query already has three FAQ accordions from high-authority domains, a fourth from a smaller site may not appear even with perfect schema.

Content match. The schema content must match the visible page content. FAQ answers in schema that don't appear anywhere on the page can trigger a manual action for structured data abuse.

What the tool checks

The Rich Results Eligibility Audit scans your page's structured data and checks each type against Google's required field documentation:

FAQ: question names and accepted answers present
Recipe: required fields (name, image, ingredients or instructions)
HowTo: step structure with text content
Product: offers with price, currency, availability
Review/AggregateRating: itemReviewed present and typed
LocalBusiness: address, name, and geo coordinates
Article: headline, image, datePublished, author

The tool reports missing required fields, incorrect nesting, and type-specific eligibility issues. It generates a remediation prompt with the exact JSON-LD corrections needed.

The maintenance angle

Rich result eligibility isn't a one-time fix. Google updates their requirements periodically. The FAQ rich result was available to all sites in 2020, restricted to authoritative sources in 2023, and the display criteria continue to evolve. Product schema requirements expanded with the Merchant Listings experience in 2022.

Automated monitoring catches when your schema falls behind updated requirements. Running the eligibility audit monthly takes five minutes and prevents the quiet loss of rich results that many sites don't notice until traffic dips.

If you're building product pages or content sites that depend on search visibility, The $97 Launch ($9.99 on Kindle) covers the schema strategy and other technical foundations that keep small sites visible in competitive SERPs.

Fact-check notes and sources

Google Rich Results requirements by type: Google Search Central, Structured Data
FAQ rich result restriction (2023): Google Search Central Blog
Schema.org type hierarchy: schema.org Full Hierarchy
Merchant Listings structured data: Google, Product structured data
Structured data manual actions: Google Search Console Help

You have schema markup. Google still won't give you a rich result. Here's why.