Schema Markup
Schema markup is code on a web page that tells search engines, in a standard format, what the page is about. Google's example is a recipe page that marks its ingredients, cooking time and calories. Most schema markup uses the Schema.org vocabulary, and Google recommends a format called JSON-LD.
Source: Google Search Central, Introduction to structured data markup in Google Search, checked October 29, 2026
What Schema Markup means for your business
Google's guide to AI Overviews and AI Mode for site owners says, "There's also no special schema.org structured data that you need to add." So we'd never sell schema as a way into AI Overviews. Google does still use it for rich results, the fancier listings with things like star ratings or prices, and it asks that your structured data match the text people can see on the page.
For a local business, we'd start with local business schema on the page for each location. Google's guide to it requires your business name and address, and recommends your phone number and hours. Then we'd add Organization schema to your About page, with links to your official profiles.
Every fact in the code should also be on the page in plain text, and should match your Google Business Profile and your other listings. When they disagree, we'd fix the page and the listings first, then the code.
If Google or ChatGPT still gets your hours or address wrong after that, fixing your facts across the web is the next step.
Source: Google Search Central, AI features and your website, checked October 29, 2026
Last reviewed October 29, 2026. All terms
How AI answers it today
On October 29, 2026, Google's AI Overview cited SEO tool, schema vendor and site builder pages plus YouTube, and said AI tools rely on structured data, which Google's own guide for site owners doesn't say. ChatGPT linked only testing tools.
Our run through ChatGPT and Google's AI Overview, October 29, 2026. A sample, not what every buyer sees.
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