Structured data (schema) gives search engines the context they need to understand your pages, unlocking richer results, higher visibility, and a clearer competitive edge in the AI-driven SERPs.
Global schema covers the structural information that sits across your entire website, your business identity, locations, medical or professional accreditations, opening hours, and the entities behind the brand. It’s the data layer that tells search engines exactly who you are and whether you’re legitimate. Even though it often goes unnoticed by visitors, this is the framework that supports every other schema type on your site. Think of it as the groundwork: without strong global schema, your product, service, FAQ, and article mark-ups won’t perform at their full potential.
Page-level schema is where each URL gets its own clearly defined purpose. Articles, service pages, product pages, blog posts, videos, and reviews all have their own structured data models and using the correct one helps search engines understand what role that page plays. This layer is what unlocks rich snippets like star ratings, product pricing, medical procedure details, breadcrumbs, video highlights and more. While global schema creates identity, page-level schema creates clarity: it makes every page easier to interpret, classify and surface in high-value search positions.
FAQ schema is the quickest way to add depth and usefulness to your pages. When implemented properly, it allows key questions and answers to appear directly in the search results, improving click-through rates and reinforcing your authority. But it’s only one part of the wider ecosystem, alongside HowTo, Q&A, MedicalWebPage, LocalBusiness, Product, and Review schema. FAQ schema works best when it supports the structure already created by strong global and page-level schema, transforming your content from simple text into machine-readable, high-trust information that search engines want to surface.
As search evolves into an AI-driven ecosystem, schema is becoming the primary language machines rely on to interpret, connect and validate information. Large language models and AI search engines no longer simply index pages; they analyse entities, relationships, intent patterns and structured meaning. Websites that supply this data through clear, well-implemented schema are the ones AI systems can confidently pull into answers, summaries, knowledge panels and conversational results. In the coming years, visibility won’t just depend on content quality; it will depend on how well your site communicates with AI. Schema is the bridge between your expertise and the machine-generated results users see and businesses that master it now will dominate the next era of search.
Get startedAt IntelSEO, the first thing we do is run a full Schema Health Audit to understand the structural integrity of your site. Most websites are either missing essential schema or carrying conflicts that quietly weaken their visibility. We look for suppressed or unused schema types, JSON-LD errors, duplicated FAQ blocks, and pages that should carry structured data but don’t. This gives us a clear map of what search engines can understand and just as importantly, what they can’t. By starting here, we can rebuild your schema in a way that strengthens trust, makes every page easier for AI systems to interpret and lays a proper foundation for all future optimisation.
From that foundation, we apply the IntelSEO Schema Architecture™, our own structured method for shaping how your website is read by search engines. It starts with defining your global identity and entity relationships, then mapping the intent of every page so its purpose becomes unambiguous. Once that core is in place, we layer in the elements that enhance search appearance, such as product data, reviews, videos, medical procedures or specialist content types. The final stage focuses on AI-driven signals, reinforcing the connections that matter most as search shifts from keywords to meaning. This framework gives your website a consistent, machine-readable structure that supports stronger rankings today and future-proofs you for the next generation of AI search.
A quick, practical view of the structured data types that matter most across different business models.
IntelSEO tunes this mix for each project, so you’re not overloaded with schema you don’t need, just the types that genuinely move visibility, trust and AI search performance.
