For years, schema markup was the SEO chore everyone knew they should do and quietly skipped. A bit of JSON-LD earned you a star rating or a recipe card in the results, nice to have, rarely urgent. That calculation has changed. Google's AI Overviews now appear on 50 to 60% of US searches, powered by Gemini 3 since late January 2026, and both those answers and the AI search engines beside them lean hard on structured data to decide what your page means and whether to trust it. Pages with solid schema are around 2.5 times more likely to turn up in an AI-generated answer, and roughly a third more likely to be cited. Schema stopped being decoration. It became how machines read you.
The mechanism is simple once you see it. A person looks at your page and infers that the bold number is the price and the logo is your brand. An AI system infers none of that for free unless you tell it, and structured data is how you tell it, in a format designed to be unambiguous. This is the same idea behind making your site ready for AI browsers and agents: the less an AI has to guess, the more often it gets you right.
What structured data is, quickly
Structured data is a small block of machine-readable code, almost always JSON-LD these days, that describes what a page is about using the shared vocabulary at schema.org. It sits in the page's markup, invisible to visitors, and states plainly: this is an Article, published on this date, by this author, for this organisation. Search engines and AI models read that block to build a confident picture of your content instead of reverse-engineering it from styled text.
It is worth being clear about one thing: structured data is not a direct ranking factor. Google has said so repeatedly. What it does is unlock rich results, feed the Knowledge Graph, and dramatically raise your odds of being understood and cited by AI systems. Those second-order effects are exactly where attention and clicks are moving in 2026.
The schema types that actually matter now
Schema.org lists hundreds of types. In practice a handful carry almost all the weight, and the list shifted in 2026.
Organization is the one to get right first. It is how AI systems establish who you are and whether you are a consistent, credible source. Same name, logo, and details everywhere. Entity recognition starts here, and everything else builds on it.
Article / BlogPosting for your content pages, with a real author, dates and headline. This is what gets a blog post considered for citation in an AI answer.
Product with complete, current fields (price, availability, brand, GTIN or MPN) if you sell online. Shopping agents evaluate this data directly, and stale fields quietly cost you consideration.
BreadcrumbList to make your site structure explicit, which helps both rich results and an AI's sense of how a page fits your site.
LocalBusiness if you serve a place, tightly aligned with your local SEO and your Google Business Profile.
FAQ rich results are gone
On 7 May 2026, Google officially discontinued FAQ rich results in Search, following its earlier pullback on how-to markup. FAQPage schema can still help AI systems parse a page, but do not add it expecting the old accordion snippet, that reward no longer exists. Spend the effort on Organization, Article and Product instead, where the payoff is still real.
Getting it right, not just present
The most common schema mistake is not missing markup, it is wrong markup, and wrong markup is worse than none because it actively misleads. If your visible price is 49 and your schema says 39, you have taught the AI something false about your own page. A few rules keep you honest:
Only mark up what a visitor can actually see. Schema is a description of the page, not a place to stuff extra claims. Mismatches get you ignored or penalised.
Keep it current. Prices, availability and dates in your structured data have to track the real page. This is an argument for generating schema from the same data that renders the page, not hand-writing it once and forgetting it.
Validate everything. Run pages through Google's Rich Results Test and the schema.org validator. Broken JSON-LD often fails silently, so you will not know unless you check.
Do not over-nest. A clean, accurate Organization and Article beats an elaborate graph riddled with small errors.
If your site runs on a modern framework, the good news is that schema is straightforward to generate on the server from the data you already hold, which keeps it accurate by construction. We covered the mechanics for the App Router in our Next.js SEO playbook.
How schema fits the bigger AI-search picture
Structured data is one leg of a three-legged stool. The others are clean, fast, server-rendered content (the same work that helps you pass Core Web Vitals) and a deliberate strategy for being cited by AI, which we cover in generative engine optimization and llms.txt. Schema is the piece that makes the other two legible to machines.
Here is the encouraging part: none of this is wasted effort if AI search evolves again. Accurate structured data helps traditional search, rich results, AI Overviews and independent AI engines all at once, and it makes your site easier for agents to act on. Start with Organization across your whole site, add Article to your content and Product to your catalogue, validate as you go, and you have covered the ground that actually moves attention in 2026.
