If you’ve spent time in SEO forums or reading SEO blogs, you’ve probably heard someone scream, “Use schema!” like it’s the magic key to all things AI.
But here’s the reality: AI-driven tools like ChatGPT search don’t need schema to understand your content.
Unlike traditional search engines that rely on structured data to “read” and interpret pages, they can understand plain text naturally, similar to how a human might.
With the rise of AI-generated answers in search, SEOs are scrambling to keep their content visible.
One of the most debated questions is whether schema markup – the structured data SEOs have been told to prioritize for years – still matters.
Do AI models actually need it to understand what’s on your page? Or is it an outdated SEO crutch?
The short answer:
No, schema isn’t required for AI-driven search engines to understand your content.
The longer answer:
Yes, it can still help – especially if you want to win featured snippets or have FAQ, how-to, or review content.
To make sure there is no misinterpretation of what I mean or my intent, I want to break down exactly when schema matters, when it doesn’t, and where I think you should focus your time instead.
I’ll also explain how search engines like Google and Microsoft Bing assess authority and why it matters for visibility in ChatGPT search results.
How does ChatGPT pick which sites to cite?
Before discussing schema, it’s important to understand how ChatGPT search decides which sites to cite as sources.
Unlike the classic (10 blue links) ranking system, ChatGPT search pulls in “the best answer,” not necessarily “the best page.”
Here are the four core principles that AI uses to decide what to cite:
1. Relevance first, authority second
When a user asks a question, the AI doesn’t just look for “the best page” – it looks for the best answer. This is a subtle but important shift.
If your page answers a user’s query directly and clearly, you have a shot at being included – even if you’re not the #1 organic result. But relevance alone isn’t enough. You also need to be seen as an authority on the topic.
Takeaway: If you want to be cited by ChatGPT search, write content that answers specific questions directly and make sure it clearly demonstrates authority (more on that below).
Dig deeper: A 13-point roadmap for thriving in the age of AI search
2. Authority = E-E-A-T
There is no scenario in the multiverse where you haven’t seen the term E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) in every SEO conversation since 2022.
If you’re saying to yourself, “Self, I’m pretty sure ChatGPT uses Bing, not Google, so why are we bothering with the E-E-A-T discussion?”
Bing has a quality system similar to Google’s E-E-A-T, but it is called quality and credibility (QC).
So yes, even though we’re talking about ChatGPT search and, therefore, Bing, the same concepts still apply.
Here’s why this matters:
Both systems value authority, expertise, and trust. Call it E-E-A-T, call it QC – it’s the same fundamental idea.
AI models like ChatGPT search rely on Bing’s index, so demonstrating credibility within Bing’s QC framework can improve your visibility in ChatGPT answers.
Unlike Google’s E-E-A-T, Bing’s QC is a little less publicized, but the principles are clear.
For content to be seen as authoritative and credible, it needs to check certain boxes:
Author bios that showcase expertise in the field.
References and citations to credible external sources.
Internal links that establish your site as a hub of knowledge.
Content freshness (old content that hasn’t been updated often gets ignored).
Takeaway: Call it E-E-A-T or QC – the name doesn’t matter. Your content must demonstrate clear expertise and credibility if you want to rank in Google, Bing, and ChatGPT-driven search.
Dig deeper: Decoding Google’s E-E-A-T: A comprehensive guide to quality assessment signals
3. Consensus is king
Here’s something that might not be obvious if you’re thinking in “traditional SEO” terms: ChatGPT is looking for consensus.
When AI generates an answer, it wants it to be “correct,” and one of the best ways for it to feel confident is to see the same information confirmed in multiple places.