Schema Markup for GEO: Complete Guide to Structured Data for AI Search
How to use schema markup to improve your visibility in AI search results—ChatGPT, Perplexity, and Google AI Overviews.
Schema markup (structured data) has always been important for SEO. But with AI search, it's become critical. Structured data helps AI systems understand your content, and content they understand is content they cite.
Why Schema Matters More for GEO
AI systems process information differently than traditional search crawlers. They need to:
- Understand entities - Who or what is this business/product/person?
- Extract facts - What are the specific details (prices, locations, features)?
- Establish relationships - How does this relate to other entities?
- Verify authority - Is this a trustworthy source on this topic?
Schema markup provides this information in a structured, machine-readable format that AI systems can easily process. Without schema, AI has to infer these things from unstructured content—which is less reliable.
Essential Schema Types for GEO
1. Organization Schema
Every business website needs Organization schema. This establishes your business as a recognized entity.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Company Name",
"url": "https://yourwebsite.com",
"logo": "https://yourwebsite.com/logo.png",
"description": "Clear description of what your company does",
"foundingDate": "2020",
"numberOfEmployees": {
"@type": "QuantitativeValue",
"value": 25
},
"sameAs": [
"https://linkedin.com/company/yourcompany",
"https://twitter.com/yourcompany",
"https://facebook.com/yourcompany"
],
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-555-123-4567",
"contactType": "customer service",
"availableLanguage": "English"
}
}2. LocalBusiness Schema
For local businesses, LocalBusiness schema is essential. It tells AI systems exactly where you operate and what services you provide.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
"image": "https://yourwebsite.com/image.jpg",
"url": "https://yourwebsite.com",
"telephone": "+1-555-123-4567",
"priceRange": "$$",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Your City",
"addressRegion": "State",
"postalCode": "12345",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 40.7128,
"longitude": -74.0060
},
"areaServed": [
{
"@type": "City",
"name": "Your City"
},
{
"@type": "City",
"name": "Nearby City"
}
],
"serviceType": ["Service 1", "Service 2", "Service 3"],
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "09:00",
"closes": "17:00"
}
],
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.9",
"reviewCount": "150"
}
}3. FAQPage Schema
FAQ schema is one of the most powerful for GEO because it directly maps questions to answers—exactly what AI systems need.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How much does [service] cost in [city]?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The cost of [service] in [city] typically ranges from $X to $Y depending on factors like..."
}
},
{
"@type": "Question",
"name": "What services do you offer?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We offer [list of services] to clients in [areas served]..."
}
}
]
}4. Service Schema
For service businesses, Service schema describes what you offer in a structured way.
{
"@context": "https://schema.org",
"@type": "Service",
"name": "GEO Services",
"description": "Generative Engine Optimization services to improve AI search visibility",
"provider": {
"@type": "Organization",
"name": "Your Company"
},
"serviceType": "GEO Optimization",
"areaServed": {
"@type": "Country",
"name": "United States"
},
"hasOfferCatalog": {
"@type": "OfferCatalog",
"name": "GEO Services",
"itemListElement": [
{
"@type": "Offer",
"itemOffered": {
"@type": "Service",
"name": "GEO Audit",
"description": "Comprehensive AI visibility audit"
}
}
]
}
}5. Article Schema
For blog posts and content, Article schema helps AI understand your content and its authorship.
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Your Article Title",
"description": "Brief description of the article",
"image": "https://yoursite.com/article-image.jpg",
"author": {
"@type": "Person",
"name": "Author Name",
"url": "https://yoursite.com/about/author"
},
"publisher": {
"@type": "Organization",
"name": "Your Company",
"logo": {
"@type": "ImageObject",
"url": "https://yoursite.com/logo.png"
}
},
"datePublished": "2025-01-14",
"dateModified": "2025-01-14"
}6. HowTo Schema
For instructional content, HowTo schema structures step-by-step information perfectly for AI extraction.
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to [accomplish task]",
"description": "Step-by-step guide to...",
"totalTime": "PT30M",
"step": [
{
"@type": "HowToStep",
"name": "Step 1 Title",
"text": "Detailed instructions for step 1"
},
{
"@type": "HowToStep",
"name": "Step 2 Title",
"text": "Detailed instructions for step 2"
}
]
}Implementation Best Practices
1. Be Comprehensive
Include as many relevant properties as possible. AI systems use more data to build better understanding. Don't just add minimal schema—be thorough.
2. Be Accurate
Schema data must match visible content. Google and AI systems will notice discrepancies. Inaccurate schema can hurt your visibility.
3. Use JSON-LD Format
JSON-LD is the recommended format for schema markup. It's easiest to implement and maintain, and it's what Google recommends.
4. Test Your Implementation
Use these tools to validate your schema:
- Google Rich Results Test
- Schema.org Validator
- Google Search Console
5. Nest Schema Appropriately
Use nested schema to show relationships. For example, a LocalBusiness can have multiple Service items, each with their own properties.
Schema for Different Business Types
E-commerce
- Product schema with pricing, availability, reviews
- AggregateOffer for price ranges
- Review and AggregateRating
- Organization for brand
Local Services
- LocalBusiness (or more specific type like Plumber, Attorney)
- Service for each service type
- FAQPage for common questions
- GeoCoordinates and areaServed
SaaS / Software
- SoftwareApplication
- Organization
- FAQPage
- Article for documentation/blog
Professional Services
- ProfessionalService
- Person for attorneys, doctors, etc.
- Service for specific practice areas
- EducationalOrganization for credentials
Common Schema Mistakes
- Missing schema entirely - Many sites have no schema at all
- Incomplete properties - Adding minimal properties instead of comprehensive data
- Inaccurate information - Schema that doesn't match visible content
- Wrong schema type - Using generic Organization when LocalBusiness is more appropriate
- No FAQ schema - Missing opportunity for Q&A structured data
- Outdated information - Schema with old hours, prices, or services
Need Help with Schema for GEO?
Get a free audit of your schema markup and AI search visibility. We'll identify what's missing and what opportunities exist.
Get Free Schema AuditConclusion
Schema markup is foundational for GEO. It's how you tell AI systems exactly what your business is, what you do, and where you operate—in a language they understand.
Start with the essentials: Organization or LocalBusiness, FAQPage, and Service. Then expand based on your content types. The more structured data AI systems have about your business, the more likely they are to recommend you.