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Schema markup for AI search: what to add and what to skip

Schema markup is a block of JSON-LD that tells machines what a page is: a business, a product, an article, a set of answers. Search engines have used it for years. AI search tools read the same HTML, so clean schema helps them read your pages.

Set your hopes right. Google says it has no special schema rules for its AI Overviews and AI Mode, and that the same Search basics apply (Google AI features guide). Schema will not force a citation. It removes guesswork about who you are and what the page says.

The 4 types that matter most

Pick types from schema.org that match each page. These four cover most small business and SaaS sites.

1. Organization on the home page

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Example Co",
  "url": "https://example.com/",
  "logo": "https://example.com/logo.png",
  "sameAs": ["https://www.linkedin.com/company/example"]
}

Use LocalBusiness or a subtype such as Plumber if you serve a local area. Add the address and phone that appear on the page.

2. Product or SoftwareApplication on product pages

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "Example App",
  "applicationCategory": "BusinessApplication",
  "offers": {"@type": "Offer", "price": "19", "priceCurrency": "USD"}
}

The price in the markup must match the price on the page.

3. Article on guides and blog posts

Include headline, datePublished, dateModified, and author. Dates help answer engines judge if a page is current.

4. FAQPage where the page answers questions

Mark up the questions and answers a reader can see on the page, and no others. Google's structured data policies say markup must represent the visible content.

What to skip

Markup for content that is not on the page. Hidden FAQs and fake reviews break Google's policies and can cost you rich results.
Every type you can find. Ten types on one page do not beat two accurate ones.
Schema as a fix for thin pages. If the page does not answer the question, markup will not make it quotable.

How to add it

Put the JSON-LD in a <script type="application/ld+json"> tag in the page head or body. Google's structured data intro recommends JSON-LD.
Generate it from your CMS fields, so prices and dates stay in sync.
Test each template with Google's Rich Results Test and the Schema Markup Validator.
Check that the markup is in the raw HTML, not injected by a script after load. Some AI crawlers do not run JavaScript.

Check your schema across the site

The free AI Ready Check reads the schema on your homepage, along with llms.txt, AI crawler rules, and your sitemap. Schema problems tend to hide on inner templates, though: a product page with no Offer, a blog template with no dates. The $19 deep report crawls up to 25 pages and flags missing or broken schema on each one, with fixes listed by priority. For the rest of the audit, see our AI SEO audit checklist.

FAQ

Does schema markup help with AI Overviews? Google says no special markup is needed for AI Overviews. Schema helps Google read your page, which supports every Search feature, but it does not guarantee a spot.

What schema do AI crawlers read? Crawlers that read raw HTML see any JSON-LD in it. Organization, Product, Article, and FAQPage give the clearest signals for most sites.

Should I use JSON-LD or microdata? JSON-LD. Google recommends it, and it is easier to keep separate from your page design.

Can wrong schema hurt me? Markup that does not match the page can break Google's policies and lose you rich results. Keep it accurate.

Find your schema gaps

Run the free check on your homepage. To see schema problems on every key page, get the $19 deep report. It is a one-time payment for one domain, with a full refund within 14 days.

Checked 2026-10-23. Prices and policies change. Confirm on the source before you buy.

Sources

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