What is Schema?

Since this blog is going to talk a lot about Schema, as it's an essential component of Generative Engine Optimization, I wanted to define what a schema is and how we use it. Without a schema, it's challenging for machines to extract the details from your page. 

So, what is a schema? In GEO, a schema is a standardized vocabulary of code that instructs LLMs and AI agents about the Content of a page, enabling them to understand what a page is about. We use it to structure and organize Content on a webpage. A schema markup is what makes up structured data. A schema is an identification method; it tells search engines and LLMs what the meaning of a piece of Content is so that it can be displayed correctly in search results.  

There are different schema tags, which is why we call it a vocabulary; each one provides context for other details, such as prices, ratings, ingredients, products, and answers for answer engines. A schema is what enables the display of rich results in search.  

·       How does Schema work? Schema markup is a type of structured data, it is a format for providing information about a page and its contents. 

On Schema.org, you can view the entire shared semantic schema vocabulary used to define entities, web pages, properties, and relationships. LLMs can't read text; they tokenize it, and Schema helps them interpret the code and understand the specific purpose of an item or piece of information. That's why I called it an "identifier": you use a schema to identify a number and let the search engine know whether it represents a price or a quantity. 

You also use Schema to detail and create rich results, which are more visually engaging ways to display information, which improves click-through rates and visibility when you provide the correct schema types.  

There are hundreds of schema types to identify the different types of Content and information on your page. The Schema you use will vary depending on the information you're listing and the goal you have for it. 

·       If you want to showcase a review, you can use the Schema to display your star ratings.

·       If you run a cooking site, you can use Schema to inform LLMs that you have posted a recipe with specific ingredients, cooking times, and ratings.

·       For products, you can use Schema to display the price, availability, reviews, and the e-commerce site where it's for sale.

·       There is a special schema that tells search engines you have posted an FAQ.

·       For local businesses, you can use a different schema to show your business's name, address, and hours clearly in your search results.

What is the Role of Schema and internal Linking? The two work together to create a semantic content web, supporting "query fan-out" logic in which Google spawns subqueries to build a more complete answer. Schema helps search engines understand Content and provides rich snippets, while internal linking creates a structured framework within a website. Internal linking also helps search engines crawl and index pages and distributes authority, improving rankings. Together, they make a more user-friendly, crawlable site that can rank higher for relevant searches.  

Lower-Ranked Pages Are Now Fair Game. 89% of AIO citations now come from outside the top 10 organic results. Domain authority, content quality, and structure are more important than position alone. It makes Schema, structured data, and internal linking required elements to enable LLMs to see and understand your Content.