The complete guide to schema markup for LLM visibility

Why schema markup matters for AI visibility

Schema markup is machine-readable code that tells search engines and AI systems exactly what your content is about. It uses a standardised vocabulary from Schema.org, and it is one of the most direct signals you can send to AI systems about your business.

Businesses with comprehensive schema markup consistently outperform those without it in AI visibility tests.

The most important schema types for businesses

LocalBusiness

If you are a local business, LocalBusiness schema is non-negotiable. It tells AI systems your business name, address, phone number, opening hours, and what type of business you are. Use the most specific subtype that applies — Dentist, AccountingService, LegalService, and hundreds more are available.

Organization

Organization schema provides a higher-level description of your company. Key properties include name, description, url, logo, foundingDate, and sameAs. The sameAs property is especially valuable — it explicitly links your website to your profiles on LinkedIn, Companies House, and other authoritative sources, helping AI models confirm your entity.

FAQPage

FAQPage schema is one of the highest-impact schema types for AI visibility. AI models are fundamentally question-answering machines, so FAQPage schema gives them pre-formatted Q&A content that directly aligns with how they generate responses. Add it to any page that includes Q&A content.

Product and Service

These schema types help AI models understand exactly what you offer. For service businesses, include name, description, provider, areaServed, and pricing information if you publish it.

Review and AggregateRating

This schema surfaces your reputation data to AI systems. A business with a 4.8 out of 5 rating from 200 reviews is a much stronger recommendation signal than one with no visible reputation data.

HowTo

If your content includes step-by-step instructions, HowTo schema makes those steps machine-readable. Particularly valuable for service businesses that publish guides.

Implementation

JSON-LD is the recommended implementation method. It is placed in a script tag in your page head, separate from your visible HTML. Always test with Google Rich Results Test and the Schema.org Validator.

Priority order

Implement in this order: LocalBusiness or Organization to establish your entity, FAQPage for the highest impact on AI visibility, Service or Product to clarify what you offer, AggregateRating to surface reputation signals, and HowTo for instructional content.