06/03/2026
"Schema Markup" is a term thrown around by agencies and SEOs as something that's critical for ranking either in Google or AI.
To the naive, it is just complicated enough to not question it or bother diving into what it's true purpose is.
However, we've long held the belief in our own logic and anecdotes that schema does absolutely nothing for your rank on Google.
Unsurprisingly, when you ask AI how to optimize a website or page, it will undoubtedly suggest adding schema. AI is trained on the writings and opinions of the internet. Mostly people who have never done their own peer-reviewed studies on the subject.
We put this to the test the world's largest 10-week, controlled test on schema markup in conjunction with some of the biggest brands and players in the SEO space.
This peer-reviewed, 10-week controlled study evaluates the statistical impact of LocalBusiness schema on Google SERP rankings, Maps, and LLM recommendations.
