Schema Markup is a vocabulary of tags (microdata) that you can add to your website’s HTML to help search engines, and critically, AI models, better understand your content. For Generative Engine Optimization (GEO), Schema is not just a technical detail; it is the single most effective way a small business can explicitly declare its expertise and trust, translating to higher visibility in AI Overviews.

The Bridge Between Your Site and the AI Overview

In the age of AI search, confidence in the source is paramount. Schema acts as a trust signal by standardizing the information about your business and content.

Why Schema is Crucial for AEO

Schema goes beyond traditional SEO by allowing you to define entities, not just keywords. This provides the AI with “type-safe” information.

• Explicit Identification: Use LocalBusiness schema to declare your services, hours, and location, making it easy for AI to source “near me” answers.
• Content Labeling: Use FAQPage, HowTo, or Review schema to precisely label the structure of your content, making it highly extractable for AI Overviews.
• E-E-A-T Signal: Organization and Person schema allows you to link authors to credentials, boosting the E-E-A-T factor of your entire site.

Getting Started: Three Essential Schema Types for SMBs

Small and medium-sized local businesses should prioritize three core types of Schema Markup to immediately enhance their AEO efforts.

1. LocalBusiness Schema

This is non-negotiable for service-area businesses. It defines who you are, what you do, and where you do it.

• Key Properties: name, address, telephone, openingHours, areaServed.
• AEO Benefit: Feeds the AI with structured data for location-based and service-specific queries (e.g., “best web design in Brantford”).

2. FAQPage and HowTo Schema

These types perfectly map to the Q&A format favored by generative AI. They pre-package question-answer pairs for easy extraction.

• FAQPage: Ideal for summarizing common customer questions at the end of a blog post.
• How To: Essential for step-by-step guides, clearly delineating necessary materials and distinct stages.

3. Review/AggregateRating Schema

Demonstrating trust through customer feedback is a powerful E-E-A-T signal.

• Action: Mark up customer reviews or aggregated ratings.
• AEO Benefit: Shows the AI (and search users) that your business is verified and well-regarded, which can influence which sources the AI selects for inclusion.

Q&A: Your Schema Implementation Questions

Q: Do I need a developer to implement Schema Markup?

A: Not always. Many modern CMS platforms (like WordPress) have plugins that simplify the implementation of basic Schema types, such as Yoast or Rank Math. However, custom or complex Schema may still require a developer.

Q: If I use FAQ Page Schema, do I still need an H2/H3 Q&A section?

A: Yes. Schema is for the machine; the H-tags and visible text are for both the human reader and the AI’s content parser. Using both is a best practice for maximum visibility and source confidence.