What is schema markup?
Code you add to your website that tells search engines and AI systems structured facts about your content. The most common format is JSON-LD, a small block of code added to your page's head section. It doesn't change how your page looks to humans. It changes how machines understand it.
Why it matters for AI search
Google AI Overviews cite pages with schema markup at a disproportionately high rate. Schema removes ambiguity. If your schema says "@type": "LocalBusiness", "serviceType": "Digital Marketing", there's nothing to infer.
The schema types you need
A simple FAQ schema example
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is AEO?",
"acceptedAnswer": {
"@type": "Answer",
"text": "AEO (Answer Engine Optimization) is the practice of structuring content so AI-powered engines like ChatGPT and Perplexity cite your website as a source when answering questions."
}
}
]
}
How to implement without a developer
Most CMS platforms have schema plugins. Google's Rich Results Test (free) lets you check your pages. Screaming Frog (free up to 500 URLs) can audit your whole site.
The 30-minute schema audit
Rich Results Test on your homepage → Note what's missing → Add Organization schema → Add FAQPage schema to question pages → Add Article schema to blog posts.