Structured data, also known as schema markup, is a way to help search engines understand your content better. Using it can make your site easier for machines to understand and improve your chances of showing up in special search results.
What is Structured Data / Schema Markup?
Structured data, or schema markup, is a type of code you add to your website to help search engines understand what your content is about. Think of it like giving search engines a set of organised notes that explain each part of your website. This makes it easier for search engines to show your content in special ways, like rich snippets or featured boxes, or even answer questions directly in search results.
Schema markup uses a standard vocabulary, usually from schema.org, to describe the information on your page. It can explain things like products, events, reviews, articles, and much more. With AI-driven search engines becoming more common, using structured data is more important than ever to help your site stand out.
Why Structured Data Matters for AI Search
AI tools like Google's BERT use structured data to understand the details of your content. This helps search engines categorise your pages correctly and display them in a way that matches what users are looking for. According to Search Engine Journal, using schema markup can increase your chances of appearing in rich results by up to 30%, helping you reach more people.
For more on how structured data plays a role in generative AI and ranking in Google's SGE, check out our guide on Generative Engine Optimisation (GEO).
If you want to learn more about how structured data fits into your overall SEO strategy, check out our SEO services page for a deeper dive into making your site more visible in search results.
AI search engines and generative models like Google's SGE (Search Generative Experience) need well-organised information to give users the best answers. Structured data helps AI understand what your content is about and match it to what users are searching for. Here’s why structured data is important:
Better Understanding: Search engines use AI to analyse your content. Structured data provides extra details that help them fully understand what your page is about.
Rich Results: Adding structured data to your pages can help you show up in rich results, like featured snippets or product carousels, which are more engaging and can drive more clicks.
Optimised for Generative AI: Generative AI models need well-structured information to give accurate answers. Schema markup makes it easier for AI to pull useful data from your site.
Common Types of Schema Markup to Use
If you’re unsure about the types of schema available, Google’s Search Gallery is a great place to find the best markup for your content.
To make the most of schema for AI search, here are the key types you should use:
Article Schema: Adding this to your blog posts and articles helps search engines understand what your content is about and increases the chances of appearing in rich results.
FAQ Schema: If your page has frequently asked questions, using FAQ schema can help those questions appear directly in search results, improving visibility.
Product Schema: If you’re selling products, product schema helps search engines know details like price, availability, and reviews.
Review Schema: Adding review schema can make your product ratings appear in search results, adding credibility to your site.
Event Schema: If you’re hosting events, using event schema helps search engines display accurate information about dates, locations, and tickets.
How to Implement Structured Data
For more detailed instructions on how to add structured data, check out Yoast's guide. Ahrefs also provides insights on how structured data can help improve your SEO and make your site more visible.
You can add schema markup manually to your website's HTML code, or use tools like Google’s Structured Data Markup Helper to guide you. Many content management systems, like WordPress, have plugins that make adding schema easier without needing to code.
After adding structured data, always test it using Google’s Rich Results Test to make sure search engines can read it properly.
The Benefits of Using Structured Data for Generative Search
If you want to understand how structured data fits into the bigger picture of generative engine optimisation, check out our full post on Generative Engine Optimisation (GEO).
Using structured data is one of the best ways to boost your website’s visibility. Our SEO services can help you implement best practices like these to improve your online presence.
Research from Neil Patel shows that websites using structured data often see higher click-through rates because rich results are more engaging. Structured data also helps generative AI understand your content better, making it more likely that your site will be featured in AI-generated answers.
Using structured data can greatly improve how well your site performs in AI-driven searches. Here’s how it helps:
Better Visibility: Schema markup makes it more likely that your site will be featured in search results, helping you stand out in a crowded space.
Higher Click-Through Rate (CTR): Rich results are more visually interesting, which often leads to more clicks. For example, if your product schema creates a product carousel, or your FAQ schema appears in a quick answer box, users are more likely to click on your link.
Voice Search: Structured data can make your content more likely to be used in voice search answers since AI assistants prefer well-structured information.
Tips for Using Structured Data Effectively
Focus on What Users Want: Think about what people are searching for and how your content can answer their questions. Use schema that matches what your page is about.
Keep It Updated: Whenever you make changes to your content, update your structured data too, so the information is always correct.
Use the Right Types: Not all schema types are needed for every site. Choose the ones that fit your content best.
Avoid Overdoing It: Don't add unnecessary schema just to have more. Keep it simple and make sure it adds real value.
TL;DR
Structured data and schema markup are powerful tools that help search engines, both traditional and AI-driven, understand your content better. By making your content easier for machines to understand, you improve your chances of being featured in rich results, getting more traffic, and staying competitive as AI search continues to evolve.
For more insights on optimising your site for AI search and beyond, check out our blog for other helpful guides.
The Author
Adam has been knee-deep in the world of digital marketing for over 7 years, mastering the art of PPC and SEO for both B2B and B2C brands. As the brains behind Toast Digital, he’s got a knack for turning clicks into conversions. When he’s not busy making marketing magic, you’ll find him passionately talking about his latest vegetable-growing triumphs or showing off his camera roll, which is 90% dog pics. In short, he knows his stuff – whether it’s marketing or marrows.