With AI search evolving at breakneck speed, many website owners and SEOs are wondering: is schema markup still worth the effort? In my December article for Search Engine Land, I explore this question in depth, breaking down how AI interprets content, when schema still makes a difference, and what really matters for visibility in AI-driven search results.
Below is a condensed version of the article—read the full piece over on Search Engine Land here.
AI’s Growing Understanding of Content
AI search systems are increasingly sophisticated, capable of understanding context, relationships, and meaning without relying solely on structured data. This has led some to wonder if schema markup is still necessary.
Does Schema Still Matter?
The short answer: yes, but not as a ranking factor. While AI search can interpret content without structured data, schema still plays a role in specific scenarios:
- Enhancing Rich Results: Schema markup helps generate FAQ snippets, reviews, product details, and how-to content in search results.
- Clarifying Context: It can reinforce content relationships, particularly for complex topics or entities.
- Assisting Indexing: It helps search engines understand content more quickly, which can be useful for large sites.
However, simply adding schema won’t guarantee higher rankings or visibility. Google’s AI prioritizes content quality, credibility, and consensus over structured data.
What Really Matters for SEO in AI Search?
Instead of focusing solely on schema markup, invest in:
- High-Quality Content – AI favors well-written, authoritative, and credible content.
- User Intent Optimization – Understanding and aligning content with what users are searching for is key.
- Strong Site Architecture – A well-structured site improves discoverability, especially for AI-driven search.
- Technical SEO Fundamentals – Fast-loading pages, clean URLs, and proper metadata still matter.
Final Thoughts
Schema is still useful, but not a magic bullet. It can enhance rich snippets and search presentation, but success in AI search depends more on content quality, authority, and technical soundness.
