Schema markup is structured data added to a web page to describe its visible content in a machine-readable format, usually through JSON-LD. It can identify things such as an organization, author, article, product, event, or breadcrumb trail.
Schema does not make a weak page trustworthy or guarantee an AI citation. Its useful job is more modest: it helps machines interpret the facts that are already visible on the page, especially when those facts describe an important entity or relationship.
Is schema markup required for AI search?
No. Google says there are no special technical requirements or AI-only markup required to appear in its AI features. Use schema when it accurately represents visible page content and supports a clear site architecture, not as a shortcut around useful content.
What schema should a service business prioritize?
Start with the types that genuinely match the page: Organization, Person, WebSite, Article, Service, and BreadcrumbList are often more useful than trying to force every possible schema type onto a page. Read Schema Markup for AI Search for a practical priority list.