After Google killed FAQ rich results, one B2B site recovered the SERP space with HowTo-to-Article pivot

After Google killed FAQ rich results, one B2B site recovered the SERP space with HowTo-to-Article pivot
When Google retired FAQPage rich results for most sites in 2023, a SaaS publisher lost FAQ snippets on 280 pages overnight — and the click drop was real, roughly 18% on those URLs. Instead of stripping the markup, their team kept FAQPage for AI/assistant parsing but rebuilt the on-page Q&A into scannable H2 blocks targeting People Also Ask. Sources in the SERPs confirm the rebuild.
— 94 of those pages re-entered PAA boxes within two months
— Recovered ~12% of the lost clicks without rich-result eligibility
What it means for you: a deprecation isn't a delete order. The schema still feeds machine readers even when stars vanish. Watch this: PAA real estate is the new FAQ snippet, and structured Q&A still wins it.