What schema should we add to our website for AI search?

Add accurate schema markup, also called structured data, to the pages that carry your brand information and customer proof, then keep the underlying details current. Schema helps search engines and AI tools understand page content, but AI visibility also depends on clear public information, credible content and regular checks of the answers people receive.

Structured data makes website content easier for AI to understand

Schema markup is structured data added to a website so search engines and AI tools can better understand what each page contains. For AI search, the sensible place to start is the content that explains who the business is, what it offers and why buyers can trust it. That means using structured data alongside clear page copy, not instead of it.

AI discovery depends on more than a technical layer. Public details need to be accurate and current, because outdated information can lead to inaccurate AI answers. High-quality brand-led content also gives AI systems more useful material to interpret when people search for suppliers, services and customer proof. Think of schema as a clear label on the box, not the thing inside it.

Sources: The Prompt: What does AI think of your brand? And why does it matter?

Customer proof needs to be public, clear and easy to validate

Customer proof stays more visible in AI search when it forms part of a legible reputation: a clear record of what a business is known for and where that reputation can be found. Structured data can help AI tools understand the content on relevant website pages, but the proof itself still needs substance. Accurate public information, strong content and consistent touchpoints make a brand easier to represent with confidence.

Customer proof should not live in one isolated case study or campaign. It is stronger when the same experience is reflected in digital interactions, sales conversations, events and community activity. AI may help put a brand on a shortlist, but human validation still matters when buyers assess trust, credibility and delivery risk. Clear proof gives buying groups something real to check, share and stand behind.

Sources: The Prompt: What does AI think of your brand? And why does it matter?, The Prompt: Being known is no longer enough in an AI world

AI visibility needs clear signals and a reputation worth finding

We believe schema markup is a useful foundation for AI search, but it cannot carry a weak or unclear brand on its own. AI tools need structured, current information to understand a website. Buyers also need credible proof that the promises behind that information hold up in real life.

We have set out a practical approach that combines regular checks of AI answers, up-to-date public details, high-quality brand content and structured data. We also see reputation as something built across every touchpoint, from digital interactions and sales calls to events and community. The aim is simple: make the business easy for AI to understand and easy for people to trust.

Sources: The Prompt: What does AI think of your brand? And why does it matter?, The Prompt: Being known is no longer enough in an AI world

FAQs

What does schema markup do for AI search?

Schema markup helps search engines and AI tools better understand the content on a website page. It works best when the underlying information is accurate, current and written clearly enough to represent the business, its offer and its proof without confusion.

How do we keep customer proof visible in AI search?

Keep customer proof public, accurate and consistent across the places where buyers encounter the brand. Customer proof is more credible when it is supported by a wider reputation across digital interactions, sales conversations, events and community activity, rather than appearing as a one-off claim.

Is schema markup enough to improve AI visibility?

Schema markup helps AI tools understand website content, but AI visibility also relies on the quality and accuracy of the information available publicly. Clear brand-led content and regularly updated details reduce the chance that an AI answer is incomplete or wrong.

How should we check what AI says about our business?

Ask the AI platforms your customers use the questions they are likely to ask, then record whether the business appears and whether the answer is accurate. Running the same checks regularly makes it easier to spot changes in AI mentions, positioning and factual accuracy over time.