Does schema still matter in AI search?

Does schema still matter in AI search?

But not all consensus is created equal.

For hard facts (like the boiling point of water, title tag length, or the capital of France), AI will go with the clear, objective consensus.

For subjective or “squishy” topics (like “Does pineapple belong on pizza?”), the AI will often try to present a more “balanced” view. If you’ve ever seen ChatGPT hedge its response with “Some people think X, while others believe Y,” this is why.

Example – hard fact:

If every SEO site says title tags should be 50-60 characters, but you say they should be 97, guess which guidance AI is going to follow? (Hint: It’s not you.)

Example – squishy question:

If Reddit says “pineapple on pizza is a crime,” but social media influencers start calling it “the flavor combo of the future,” guess what happens? AI won’t pick a side – it will land on “some people love it, others hate it.”

Takeaway: For factual questions, align with the broader consensus. For opinion-based questions, being a dissenting voice can shape the AI narrative.

Dig deeper: Exploit reveals how and why Google ranks content

4. The ‘credibility layer’ (Yes, it’s a thing)

AI-driven models like ChatGPT search are believed to use a “credibility layer” when deciding which sources to trust. 

Similar to how spam filters evaluate the trustworthiness of email senders, this system goes beyond just “what’s on the page” and looks at broader signals. 

Domain history, link quality, brand reputation, and user behavior are all factors that could be part of this credibility check.

Here’s what might be in the “credibility layer” (based on patents, research, and common sense):

Domain history: New sites have a more challenging time getting cited.

Inbound link quality: Not volume – quality.

Brand reputation: Are you mentioned on trusted sites?

User behavior: If people frequently “return to search” after visiting your page, that’s not a good signal.

Takeaway: Instant authority isn’t a thing. Build it over time.

Large language models (LLMs) like ChatGPT don’t need schema because they can “read” natural language and understand it in context. 

They know that a list of ingredients followed by a set of instructions is a recipe. They recognize headings, subheadings, and lists – no schema required.

But here’s the nuance:

Just because they don’t “need” it doesn’t mean it’s useless. 

Schema still helps by making it easier for AI to identify key parts of your content. 

It’s like wearing a name tag at a conference – people could still figure out who you are, but it’s faster and easier if you just wear the tag.

Dig deeper: SEO for ChatGPT search: 4 key observations

The SEO playbook: What should SEOs focus on instead of schema?

If you’ve made it this far, you already know the answer: relevance, authority, consensus, and credibility are the real factors. 

This isn’t just a “Google thing” – these are the same principles used by Bing (QC), Google (E-E-A-T), and AI-driven search engines like ChatGPT search.

Here’s your SEO playbook for AI-driven search:

Relevance: Answer specific questions directly.

Authority: Show clear expertise with bios, fresh content, and links to credible sources.

Consensus: If your stance on a topic is wildly different from everyone else’s, you’d better have proof.

Credibility: Build your reputation, brand mentions, and link profile over time.

Want to future-proof your SEO strategy? Focus on being the most trusted answer on the web. E-E-A-T and QC are just labels – the real job is to show your work.

No, it’s not required. But yes, it can help.

Use schema for FAQs, how-to guides, reviews, and product pages.

Don’t waste time on listicles, blog archives, or service pages.

If you’re serious about staying ahead in SEO, focus on relevance, authority, consensus, and credibility.

The era of “blindly adding schema to everything” is over. Use it strategically where it matters.

For everything else, focus on being clear, useful, and undeniably credible.

Dig deeper: AI SEO: How to be visible in Google AI Overviews, chatbots, LLMs

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