---
title: "WebSite leads schema.org type adoption at 12.73% of mobile pages"
url: https://seomadman.com/reports/schema-org-type-adoption-web-almanac-2024
section: reports
published: 2026-09-16T00:00:00.000Z
modified: 2026-09-16T00:00:00.000Z
author: Adam Hafez
topics: ["Structured data", "Technical SEO"]
---

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

## The short answer

HTTP Archive's 2024 Web Almanac structured-data chapter broke JSON-LD adoption down by individual schema.org type across its June 2024 crawl of nearly 17 million websites. WebSite led at 12.73% of mobile pages, followed by Organization at 7.16% and BreadcrumbList at 5.66%, while Product reached only 0.77% and Article just 0.18%.

## Key takeaways

- The 2024 Web Almanac's structured-data chapter found WebSite the most common JSON-LD type, appearing on 12.73% of mobile pages.
- Organization followed at 7.16%, BreadcrumbList at 5.66%, and LocalBusiness at 3.97%, all well ahead of content and commerce types.
- Product structured data reached only 0.77% of mobile pages and Article just 0.18%, despite both types being central to Google's rich-result eligibility.
- FAQPage adoption rose slightly on desktop, from 0.2% in 2022 to 0.6% in 2024, even after Google removed FAQ rich results from search in August 2023.
- These per-type figures come from HTTP Archive's June 2024 crawl of 16,935,953 websites, the same dataset behind the chapter's headline 41% overall JSON-LD adoption rate.

Our [Web Almanac study on JSON-LD adoption](/studies/structured-data-adoption-web-almanac) 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](/topics/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.

## Sources

1. [2024 Web Almanac: Structured Data](https://almanac.httparchive.org/en/2024/structured-data) - HTTP Archive (primary)
2. [2024 Web Almanac: Methodology](https://almanac.httparchive.org/en/2024/methodology) - HTTP Archive