Schema Markup: What Actually Works for SEO & AI?

Summary

A comprehensive study on local business schema reveals it has no impact on Google search rankings or Google Maps. However, it surprisingly boosted rankings in ChatGPT with over 92% confidence, increasing positions by an average of three spots and improving AI voice share by 10 points. The study emphasizes that while schema doesn't help Google rankings, it may offer a benefit for specific AI models. Experts suggest that schema markup often correlates with well-maintained, technically sound websites that already possess strong content and authority, implying that schema itself might not be the primary driver of success but rather a characteristic of successful sites. They advise implementing local business schema if it's easy and inexpensive, but not to rely on it as a sole ranking factor. The findings also highlight the importance of critical thinking when interpreting AI-generated SEO advice, as LLMs can sometimes reflect popular but inaccurate SEO myths.