Schema markup for AI search: what helps and what does not

What schema markup is#

Schema markup is a short block of code in a web page, usually in a format called JSON-LD, that describes facts using the shared vocabulary at schema.org. Visitors never see it. Search engines and other machines read it to be sure of details they would otherwise have to guess from the page text.

For example, Organization schema on your homepage can state your official name, logo, website and the profiles that belong to you, such as LinkedIn.

Why it matters for AI visibility#

AI tools build answers from what they can read and trust. Schema markup helps in three ways:

1. It removes doubt about basic facts, such as your exact company name, logo and category.
2. It connects your profiles. The "sameAs" list tells machines that your LinkedIn page, review profiles and website are the same company.
3. It feeds search engines, which several AI tools use to find sources while answering.

Be realistic about its limits. No AI company has said that schema markup makes their tool recommend a company. It is groundwork that helps AI describe you correctly. What earns a recommendation is mostly clear pages that answer buyer questions and mentions on trusted sites; see Why AI recommends your competitor.

The types that matter most#

A simple Organization example#

Replace each value in capitals with your real details and place it inside the page's <head>:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "COMPANY NAME",
  "url": "https://COMPANY.COM/",
  "logo": "https://COMPANY.COM/LOGO.PNG",
  "description": "ONE SENTENCE ON WHAT YOU DO AND FOR WHOM",
  "sameAs": ["https://www.linkedin.com/company/COMPANY"]
}
</script>

The free Schema markup for AI guide includes copy-paste examples for SoftwareApplication and FAQPage too.

Mistakes to avoid#

• Two Organization blocks on one page. This often happens when a plugin adds one and someone adds another by hand. Keep one complete version.
• Markup that does not match the page. Prices, ratings and FAQ answers in the code must match what visitors see. Google's guidelines are clear on this.
• Made-up ratings or reviews. Against search engine rules and a trust risk. Only mark up real reviews shown on the page.
• Schema added only by scripts or a tag manager. Some crawlers do not run page scripts and will never see it. Put it in the page source where possible.
• Expecting FAQ rich results in Google. Since 2023, Google shows FAQ rich results only for a small set of authoritative government and health sites. FAQPage markup still states your answers clearly, but it will not usually change how your listing looks.

How to test it, free#

1. Paste a page address into the Schema Markup Validator at validator.schema.org to check the code is valid.
2. Run Google's Rich Results Test for Google-specific checks.
3. Run our free Schema Check. It reads your homepage, lists the schema it finds, and shows what is missing for your type of business.