Schema.org markup (preferably JSON-LD)[1] helps machines identify your brand and page content precisely. The most valuable types for GEO: Organization / LocalBusiness (who you are), Service or Product (what you offer), FAQPage (Q&A), Article (who wrote it, when) and BreadcrumbList (site structure)[3]. Google says no special schema is needed for AI features[6] — schema isn’t a visibility switch, it’s a tool for being understood correctly.
Which schema types matter?
| Type | Where | Why |
|---|---|---|
| Organization / LocalBusiness | All pages (one consistent node) | Defines the brand entity; links external profiles via sameAs[2] |
| Service / Product | Service and product pages | Clarifies what you offer and who offers it |
| FAQPage | Pages with a visible FAQ | States the question-answer relationship explicitly |
| Article | Guides and blog posts | Publishing organization, publish and update dates |
| BreadcrumbList | All subpages | The page’s place in the site |
| DefinedTermSet | Glossary pages | Makes term definitions machine-readable |
Example: Organization markup
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Dentist",
"@id": "https://example.com/#organization",
"name": "Example Dental Clinic",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"telephone": "+90 216 000 00 00",
"address": {
"@type": "PostalAddress",
"streetAddress": "Example St. No: 1",
"addressLocality": "Kadıköy",
"addressRegion": "Istanbul",
"addressCountry": "TR"
},
"sameAs": [
"https://www.instagram.com/exampledental",
"https://www.linkedin.com/company/exampledental"
]
}
</script>The @id lets you reference the same entity with one identity on every page. This site uses the same structure on every page — look for the application/ld+json block in the source.
The golden rules of structured data
- Mark up only what’s visible on the page. Putting an FAQ in schema that isn’t on the page breaks Google’s guidelines[5] and damages trust.
- One entity, one identity. Use the Organization node with the same
@id, name and URL on every page. - Consistency > quantity. If the phone number in schema differs from Google Business Profile, schema creates confusion rather than clarity (entity SEO).
- Validate. Check every template with Google’s Rich Results Test[1] and the Schema Markup Validator[4].
Frequently asked questions
01Do AI engines read schema?
Engines don’t spell out how they use schema. Google says no special schema is needed for AI features. But structured data helps search engines understand your page and entity, and most AI answers draw on those search indexes.
02JSON-LD or Microdata?
Google recommends JSON-LD; it sits apart from the HTML so it’s easier to maintain. What matters is that marked-up information matches the visible page exactly.
Sources
- Google Search Central — Introduction to structured data · accessed 27 September 2026
- Google Search Central — Organization structured data · accessed 27 September 2026
- Schema.org · accessed 27 September 2026
- Schema Markup Validator · accessed 27 September 2026
- Google Search Central — General structured data guidelines · accessed 27 September 2026
- Google Search Central — AI features and your website · accessed 27 September 2026