What schema does
It labels facts on a page in a format machines read reliably: who the organisation is, what an article covers, what a product costs.
Useful types for B2B sites
| Type | Use it for |
|---|---|
| Organization | Name, logo, website, contact |
| WebSite | Your site's name and search |
| SoftwareApplication or Product | Product name, category, pricing |
| Article or BlogPosting | Author, dates, topic |
| BreadcrumbList | Site structure |
What matters more
- Visible facts on the page. Markup should describe what's already written, not replace it.
- Comparison and facts pages that AI can quote.
- Independent sources: in one 2026 study, most of what ChatGPT cited for software came from vendor pages and independent articles, not from structured data feeds.
A priority order
- Accurate visible facts on the page.
- Organization and WebSite markup on the homepage.
- Article markup with dates on guides and posts.
- Product or SoftwareApplication markup on product pages, matching visible prices.
- Breadcrumbs.
Questions
Does FAQ markup still help?
Google limited FAQ rich results to a small set of sites in 2023. Write FAQs for readers; don't expect special treatment from the markup.
Can markup be wrong?
Yes, and wrong markup is worse than none. Keep it in sync with the page.
Do we need a developer?
For a template-based site, add markup once in the templates. Our own site does this in its build.
Why markup alone doesn't move answers
Structured data tells machines what a page contains. It doesn't make the page more useful, more cited or more trusted. AI assistants still need the content itself: a clear answer, specific facts and independent confirmation that you're a credible option. Markup helps search engines index and understand that content; it can't replace it.
How to check your markup
- Use a structured data testing tool on your key templates.
- Confirm that every marked-up fact is visible on the page.
- Check prices and product names match exactly.
- Re-test after redesigns; templates often drop markup silently.
Where we'd spend the hour instead
If you have one hour, spend it on a product facts page. If you have a second, add Organization and Article markup to your templates.
Start here: AI visibility for B2B. More articles in AI visibility.