Schema markup is code you add to a webpage to help machines understand the meaning behind your content. In traditional SEO, schema can improve how your content appears in Google’s results — think review stars, event dates, FAQ toggles, and even knowledge panels. But in 2026, it’s not just about rich results.

AI systems like Google’s AI Overviews, ChatGPT, Perplexity, and others rely heavily on structured data to understand, summarize, and cite your content accurately. That’s why schema markup matters more than ever:

Traditional search engine optimization is fundamental to visibility on generative AI platforms. Large language models query Google to research topics and find answers. The result is low or unranked pages are largely invisible to platforms such as ChatGPT, Perplexity, Gemini, and others. Here are the top SEO tactics to elevate genAI mentions and citations.

Keyword research

To date, genAI platforms provide no prompt data. We have no definitive info on how consumers discover brands or products on those platforms.

Content marketing is collapsing and rebuilding simultaneously. AI systems now answer informational queries directly inside search results. Large language models (LLMs) synthesize known information instantly. Information production is accelerating faster than distribution capacity. Public feeds are already saturated.

The cost of producing content has fallen to nearly zero, while the cost of being seen has never been higher. That changes everything.

A study of 1,000+ prompts across four AI engines reveals what drives B2B brand visibility in generative AI answers — and where common GEO advice falls short. One of the biggest priorities for marketing teams is managing the transition from conventional search to customers and prospects using AI for research. Although SEO remains essential, it’s critical that your brand appears in AI search summaries and chatbot answers.

For the last decade, B2B marketing had a simple rule: Optimize for Google. In 2025, that rule started to break. Your buyers are no longer just searching for links; they are asking AI agents for answers. We assessed the digital footprints of 63 Mid-Market and Enterprise organizations (including brands like Stripe, Slalom, HubSpot, and Dell Technologies) to answer one question: Can AI agents find, understand, and recommend you?

The entire landscape of search has been turned upside down. That’s a good thing because new search algorithms reward high quality content, but content strategists across industries are facing a steep learning curve: Adapting quickly is the only avenue to success. Every day introduces new advances, which means that every day that passes matters. Prepare your content marketing team for the next level of search success by downloading and sharing the Marketer’s Guide to Dominating Search Visibility.

Microsoft published a playbook early this month to help retailers increase visibility in AI search, browsers, and assistants. “A guide to AEO and GEO” ( PDF) from the heads of Microsoft Shopping and Copilot, and Microsoft Advertising, includes and confirms actionable tips worth a read.

GEO vs. AEO

The rise of AI platforms has created a proliferation of ill-defined acronyms. The guide attempts to clarify two of them:

AI is changing how people search — and how your brand shows up. SEO still matters, but it’s no longer the whole story. With AI-driven answers reshaping how information is found and shared, Answer Engine Optimization (AEO) has become the key to ensuring your content — and your brand — stay discoverable.

What you’ll learn about AEO

In this guide, discover the AEO Maturity Model, a research-backed framework designed to help you: