Source record
AI visibility work depends on matching the right model, search surface, or answer format to the business outcome being optimized.
I wanted to talk about schema. What is it? Does it help your SEO?
Well, Jake Hundley has done a pretty good deep dive on this.
What did he find? Did it have any positive impact? Well, no, not in search results.
But here's the shocker.
Schema did have a noticeable impact on ChatGPT. Kind of surprising. Mark Williams Cook, he says that LLMs do not use schema.
He is very convinced of this.
His article explains it in more detail than his LinkedIn post that I covered before. So I put the challenge out for these two guys to get into a cage match and figure out what's happening here. So I just think it's really interesting to talk about both of these cases because it's the schema episode of the west.
Oh, yeah.
Mark Williams Cook, he says that LLMs do not use schema.
AI visibility work depends on matching the right model, search surface, or answer format to the business outcome being optimized.
Map each AI/search surface to a task: answer extraction, public copy, citation mining, checkout readiness, media generation, or customer-intent capture.
This source is connected to AI visibility and answer readiness.
Mark Williams Cook, he says that LLMs do not use schema.