Source: SEO – Practical Ecommerce by Ann Smarty. Read the original article
TL;DR Summary of Challenges and Realities of SEO for AI and Generative Engines
While traditional SEO benefits from clear guidelines and tools by Google and Bing, generative AI engines lack official optimization instructions, leading to much speculation. The role of Schema.org markup remains uncertain for AI visibility, with no strong evidence supporting its direct impact. Instead, businesses should prioritize brand visibility, relevant content, and comprehensive product optimization to succeed in AI-driven search environments.
Optimixed’s Overview: Navigating SEO Strategies in the Era of AI and Generative Search
The Uncharted Territory of AI SEO Optimization
Unlike traditional search engines that provide structured guidelines and performance tools, generative AI platforms do not offer clear instructions for optimization. This gap has caused a surge of misinformation and assumptions about the best ways to improve AI visibility, especially around the use of Schema.org markup.
Understanding Schema.org’s Limited Role with AI
- Traditional SEO: Google endorses structured data to help understand page content and generate rich snippets.
- AI Engines: Large language models (LLMs) lack native indexes and rely on training data plus external engines to generate answers.
- No Confirmed Impact: There is no reputable evidence that Schema.org markup directly increases AI-generated mentions or citations.
Practical Recommendations for Businesses
Instead of overemphasizing structured data, companies should focus on:
- Building strong brand visibility across organic search and AI environments.
- Tracking branded search queries and ensuring presence in relevant “best-of” lists and recommendations.
- Optimizing product feeds for diverse and conversational search prompts.
- Aligning content with broad and detailed fan-out queries to capture varied user intents.
Conclusion: Prioritize Content and Brand Over Markup
While structured data markup may indirectly aid traditional organic rankings and thus assist AI visibility, its implementation is easy and should be considered a low priority. The core drivers of AI visibility remain relevant content and long-term brand building, which demand strategic focus and investment.
