Schema.org for Beginners

What is Schema.org?

Schema.org is a standardized markup language for structured data that helps search engines and AI engines understand the content on your website. Instead of just reading text, they interpret structured information about who you are, what you offer and which questions you answer.

Why do you need Schema.org for AEO? AI engines like ChatGPT and Perplexity prioritize websites with clear structured data because it provides higher reliability and readability.

JSON-LD – the Recommended Format

There are several ways to implement Schema.org (Microdata, RDFa, JSON-LD), but JSON-LD is the simplest and most recommended. JSON-LD is placed in <script type="application/ld+json"> and doesn't affect HTML structure.

Example: Organization Schema

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Kreatum AI",
  "url": "https://aeomotor.se",
  "logo": "https://aeomotor.se/assets/img/logo.png",
  "sameAs": [
    "https://www.linkedin.com/company/aeomotor/"
  ]
}

FAQPage – Most Important for AEO

FAQPage schema is critical for AI citations. It structures questions and answers so AI engines can extract and cite them directly.

FAQPage example (optimized for AI):

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "What is AEO?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "AEO (Answer Engine Optimization) is optimization to appear in AI-driven answers from ChatGPT, Perplexity and Gemini. It involves structured data (Schema.org), concise FAQ answers (40-80 words) and semantic HTML. The goal is to be cited as a source when AI engines answer user questions."
      }
    }
  ]
}

HowTo – for Step-by-Step Guides

HowTo schema structures instructions and guides. Perfect for tutorials, implementation guides and process descriptions.

HowTo example:

{
  "@context": "https://schema.org",
  "@type": "HowTo",
  "name": "Implement Schema.org on your website",
  "description": "Step-by-step guide to add JSON-LD markup",
  "totalTime": "PT2H",
  "step": [
    {
      "@type": "HowToStep",
      "name": "Create JSON-LD object",
      "text": "Open the HTML file and add script tag: <script type='application/ld+json'>"
    },
    {
      "@type": "HowToStep",
      "name": "Validate markup",
      "text": "Use Schema.org Validator to check the syntax"
    }
  ]
}

Article – for Blog Posts and Insights

Article schema is used for editorial content, news articles, blog posts and insights. It increases credibility with AI engines.

Article example:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "The Future of AI Search 2025-2027",
  "author": {
    "@type": "Person",
    "name": "Amir Chamsine"
  },
  "datePublished": "2025-11-02",
  "dateModified": "2025-11-02",
  "publisher": {
    "@type": "Organization",
    "name": "Kreatum AI"
  }
}

Validation and Testing

When you've implemented Schema.org markup, it's critical to validate it. Syntax errors can cause AI engines to ignore your structured data.

Validation tools:

• Schema.org Validator – Official markup validation
• Google Rich Results Test – Test how Google interprets your schema
• Chrome DevTools – Inspect JSON-LD directly in source code