Does Schema Still Matter in AI Search? searchengineland.com

If you’ve spent time in SEO forums or reading SEO blogs, you’ve probably heard someone scream, “Use schema!” like it’s the magic key to all things AI.

But here’s the reality: AI-driven tools like ChatGPT search don’t need schema to understand your content.

Unlike traditional search engines that rely on structured data to “read” and interpret pages, they can understand plain text naturally, similar to how a human might.