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Schema Markup in the Age of AI: Rich Snippets That Still Work

ByErwee Coetzee

For years, schema markup (structured data) has been one of the most effective technical SEO tools. By helping search engines understand your website content, schema has powered rich snippets — those extra details like star ratings, FAQs, or product prices that stand out in Google search results.

But as search moves into the age of AI-driven experiences — with Google’s Search Generative Experience (SGE) and the rise of Generative Engine Optimisation (GEO) — many businesses wonder: does schema markup still matter?

The answer is yes. Structured data remains a critical way to help both traditional search engines and AI systems interpret your content. The key is knowing which rich snippets still work and how to implement schema correctly for today’s search environment.

What Is Schema Markup?

Schema markup is code you add to your website that provides context about your content. Instead of just seeing text, search engines understand exactly what it represents — a product, a review, a recipe, or a business address.

For example:

  • A star rating in Google search comes from Review schema.
  • FAQs that expand directly on the results page use FAQ schema.
  • Local businesses can show contact info and opening hours through LocalBusiness schema.

The Role of Schema in AI Search

AI-driven search experiences, like Google’s SGE, go beyond showing links. They generate answers by pulling data from multiple sources. Schema markup makes it easier for AI systems to:

  • Identify key business information (e.g., services, hours, pricing).
  • Pull accurate details into summaries.
  • Understand relationships between entities (e.g., business → service → customer review).

In short, schema is becoming a bridge between your website and AI-powered SERPs.

Rich Snippets That Still Matter in 2025

While some rich snippets have lost prominence, several remain powerful for visibility and trust:

  • ⭐ Reviews & Ratings – Still highly influential for both rankings and conversions.
  • 📦 Product Schema – Displays price, availability, and details in results.
  • ❓ FAQ Schema – Frequently cited in both traditional SERPs and AI summaries.
  • 🏢 LocalBusiness Schema – Critical for South African SMEs, boosting local SEO presence.
  • 📰 Article Schema – Helps AI systems cite authoritative content.
  • 🎫 Event Schema – Useful for tourism, entertainment, and hospitality sectors.

By using these schema types, businesses improve their chances of being featured not only in traditional search but also in AI-generated answers.

How Schema Supports GEO (Generative Engine Optimisation)

Generative Engine Optimisation (GEO) is the process of preparing your content for AI-first search. Schema plays a crucial role here by:

  • Ensuring AI can surface correct, structured details about your business.
  • Boosting trust signals by aligning schema with reviews and customer data.
  • Increasing the likelihood your content is referenced in AI-generated responses.

For example, a Cape Town hotel using LocalBusiness + Review schema can appear in both Google Maps results and AI travel recommendations.

South African Context: Why Schema Matters Locally

South African businesses across industries benefit from schema markup:

  • E-commerce: Product schema improves shopping visibility for local buyers.
  • Tourism & Hospitality: Review and LocalBusiness schema help attract international travellers using AI assistants.
  • Professional Services: FAQ schema allows law firms, clinics, and agencies to surface answers directly in search.

With AI becoming a search gateway for both local and global users, structured data ensures South African companies remain visible and credible.

Best Practices for Implementing Schema

To maximise results, businesses should follow these guidelines:

  • ✅ Use JSON-LD format, recommended by Google.
  • ✅ Focus on essential schema types: LocalBusiness, Product, Review, FAQ, Article.
  • ✅ Test implementation with Google’s Rich Results Test.
  • ✅ Keep schema aligned with visible content — don’t mark up information that isn’t on the page.
  • ✅ Update regularly as services, reviews, and products change.

Action Plan for Businesses

  1. Audit your site to identify missing schema opportunities.
  2. Implement JSON-LD schema for critical content types.
  3. Ensure LocalBusiness schema includes accurate NAP details.
  4. Add FAQ schema for conversational queries to capture AI-driven answers.
  5. Monitor results in Google Search Console and refine.

Partner with Schema SEO Experts

Implementing structured data requires both technical and strategic expertise. Incorrect schema can confuse search engines or be ignored entirely.

At EC Business Solutions, we help South African companies stay ahead with Professional SEO Agency services — from schema audits and structured data implementation to GEO optimisation for AI-first search.

Conclusion

Schema markup remains one of the most valuable tools in SEO — not just for traditional rich snippets, but also for powering visibility in AI-driven search.

In the age of SGE and GEO, structured data ensures your business is understood, trusted, and featured by both search engines and AI assistants. For South African companies, this means better local visibility, stronger trust signals, and a future-ready SEO strategy.

The bottom line: Schema isn’t outdated — it’s evolving. Use it strategically, and your business will thrive in both today’s SERPs and tomorrow’s AI-first search world.

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