How GenAI uses structured data
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
35 min
2 speakers
2 chapters
transcribed 1 month ago
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The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Generative AI is reshaping search strategy. Schema Markup offers hidden adventures. Technical SEO faces new challenges daily. How can structured data unlock Gen AI's full potential? According to a 2025 AI SEO statistics report, 64% of SEOs now use AI tools for keyword research and SEO tasks. Even more striking, AI algorithms are analyzing over 90% of global search queries. This shows the urgent need for structured data and the combination with AI strategies. Technical SEOs face new challenges daily. Search engines still demand precision. Structured data provides that precision. It ensures your AI-generated content is clear, connected, and crawlable. So how can SEOs best leverage AI and data? This is the Voices of Search podcast.
I'm Jordan Cooney and joining us today is my Martha Van Burkel, CEO at Schema App, which helps businesses leverage structured data for better search performance. Today, Martha will share how to optimize Gen AI content using structured data for superior search results. Martha, welcome to the Voice of the Search Podcast.
Thanks so much for having me. Excited to be back.
Yes, you are one of our very fortunate and very select few return guests. And I'm so thrilled to have you back. And it's it's like the timing couldn't be better. We're at a critical crossroads. So much is changing in search. And I really want to dive right into our first question, which is how AI is evolving in the search landscape. And I really want to know from your lens and how you guys are working within data, how is generative AI changing the search landscape and why is structured data becoming a critical component to this new environment?
So I always like to start with like how the consumer behaviors change, right? Because I think that's the key piece, right? Like we used to go and put in, you know, clunky keywords, right? And expect answers. Um, Google then started, you know, in the sort of early two thousands bringing in sort of images and videos and like changing that piece. We are now in conversation mode, right? So the whole idea that we are just putting in words and expecting answers is is gone. We're now sort of, you know, there's there's thinking happening sort of as we sort of have these conversations, as we go deeper into topics, or as we choose, like as our intent changes, like as we learn something new. And the way I like to think about it is like the consumer is now has unlimited choice.
As to where they're gonna discover information. And so we have to think then about like, well, where are those the unlimited choice? Right. So we'll focus on search, but social I think is sort of another kind of key area we should be thinking about. But today we'll talk about search. So search is happening like in the ChatGPTs and the perplexities. And I think like that's going to even just evolve more.
How is generative AI changing the search landscape and why is structured data critical?
Um, you and I have talked previously, um, you know, on some panels where we talk about You know, how people are gonna have like verticalized experience. Like I'm you know, what is the chat bot that's gonna tell me about healthcare? And I'm gonna, you know, someone's gonna have that vertical experience. So I think Uh, tons of choice. And so brands have to be thinking about like how is their data going to show up in those experiences in an accurate way? They're not gonna land on your website until they're converting. And so this is again where we think about search. We can't just well, so we should primarily still be thinking about Google.
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