WebSite leads schema.org type adoption at 12.73% of mobile pages

Our Web Almanac study on JSON-LD adoption covers one number: JSON-LD grew from 34% of pages in 2022 to 41% in 2024. That figure treats JSON-LD as a single format, but the same chapter also breaks that 41% down by structured data type, and the per-type spread tells a different story than the headline. Most of that adoption is one schema type doing the heavy lifting: WebSite, present on 12.73% of mobile pages, well ahead of the ecommerce and content types publishers usually associate with structured data.

Which schema.org types actually appear on pages#

The chapter’s own breakdown, drawn from its June 2024 crawl, ranks WebSite first at 12.73% of mobile pages, followed by Organization at 7.16% and LocalBusiness at 3.97%. BreadcrumbList sits close behind LocalBusiness at 5.66%, which the chapter reads as growing focus on structured navigation data. ItemList reaches 2.44%, WebPage 1.49%, and BlogPosting 1.40%. Further down the list, Product appears on just 0.77% of pages, Article on 0.18%, and a cluster of specialized types

• Restaurant (0.19%), AutoDealer (1.09%) and Store (0.17%) - sit in similarly small territory. VideoObject, FAQPage and Event each land around 0.34%. The chapter reads this distribution as “a maturing ecosystem where fundamental entity types dominate, while specialized schemas serve specific business and content needs.”

What this means for rich-result eligibility#

The types publishers chase for rich results are not the types most commonly implemented. Product, Article, FAQPage and Event schemas each sit under 1% of mobile pages, while WebSite and Organization - markup that mostly establishes entity identity rather than unlocking a specific SERP feature - lead by a wide margin. The chapter also tracks what happened after Google deprecated FAQ and HowTo rich results in August 2023: HowTo adoption stayed below 1% on both desktop and mobile, as it had been before, while FAQPage adoption did not drop. It rose slightly on desktop, from 0.2% in 2022 to 0.6% in 2024, which the chapter takes as evidence that some webmasters keep implementing FAQPage markup for reasons beyond the rich result itself.

Why we care#

A high overall JSON-LD number hides how concentrated adoption really is. WebSite and Organization alone account for roughly a fifth of mobile pages’ JSON-LD presence between them, while the types tied to specific rich results remain a small minority of implementations.

Rich-result eligibility and adoption volume are not the same signal. Product and Article markup sit under 1% of pages despite being two of the most commonly recommended schema types in SEO guidance, which suggests most sites with any structured data are not implementing the types most directly tied to visible SERP features.

A deprecated rich result does not mean webmasters stop marking up for it. FAQPage adoption kept rising after Google pulled the FAQ rich result, a reminder that adoption figures alone do not tell you why a site implements a given schema type.