Google’s AI Overviews SEO rollout has already started reshaping the way websites appear in search. Instead of just 10 blue links, users now get AI-generated answers summarised directly on the results page. For marketers, this raises a big question: how do we stay visible when AI rewrites the rules? Also, does schema help SEO when it comes to AI-driven visibility, or is its influence overstated? 

One tactic that has long been associated with improving search visibility is schema markup SEO structured data that helps Google understand context. 

What Is Schema Markup and Why Does It Matter?

So, schema is a form of structured data SEO extra code added to a webpage that explains to search engines what the content means, not just what it says. For example, adding schema can tell Google that a number isn’t just text, but the price of a product.

Schema plays a direct role in rich snippets (think star ratings, FAQs, or how-to steps) and may influence AI-driven ranking signals. As Google shifts toward answer engine optimization (AEO), schema gives machines the context needed to surface your content inside AI-generated results.

Industry Experiment #1: Search Engine Land’s Findings

In 2024, Search Engine Land ran a controlled test on AI Overviews. They published two nearly identical articles, one with a schema, one without. The result? The schema-enriched page was the only one included in AI Overviews, and it also ranked higher organically

This suggests that schema may play a role not just in structured visibility but also in schema markup for AI Overviews, reinforcing its relevance in modern SEO strategies.

Industry Experiment #2: Search Engine Roundtable’s Contradiction

On the flip side, Search Engine Roundtable covered similar testing and found that structured data Google search signals didn’t seem to affect AI Overviews directly. Their conclusion: “Schema doesn’t help with AI search visibility… at least not yet” [Search Engine Roundtable, 2024].

This contradiction highlights Google’s non-committal stance. There’s still no official confirmation of whether schema impacts AI-driven rankings.

Why These Results Differ

So, why the different outcomes? Several factors could explain:

• Type of schema for SEO: FAQ vs. Article vs. HowTo can each behave differently.
• Page authority and topical depth.
• Controlled testing vs. real-world competitive environments.

The truth is, SEO is never static. What works for one site may not universally apply, which is why marketers must test rather than assume.

How Marketers Should Approach Schema in 2025?

Marketers shouldn’t dismiss schema just because it isn’t guaranteed. Beyond AI Overviews, schema still enhances classic SEO outcomes, such as higher CTRs from rich snippets.

Here’s a practical approach:

• Use schema on priority pages.
• Track ranking movement and inclusion in AI Overviews.
• Pair schema with strong content optimization.

To monitor these shifts effectively, using a website rank checker ensures you measure whether schema updates truly impact visibility.

How DM Cockpit Helps You Validate Schema Impact

Schema testing and monitoring are complex, but tools can simplify them. DM Cockpit provides:

• Schema testing tools to validate proper code implementation.
• Rank tracking features to monitor whether the schema improves keyword visibility.
• AI Overview monitoring to see if your content gets surfaced in answer summaries.
• Reports comparing schema markup examples vs. non-schema page performance.

In other words, DM Cockpit combines SEO tools for schema and AI tracking into one dashboard.

You Can’t Dismiss the Schema Fully, But Why?

So, does the schema guarantee AI Overview visibility? The short answer: not always. But dismissing it would be a mistake. Schema remains a powerful SEO lever, just one that requires testing and monitoring in this evolving landscape.

The future of SEO lies at the intersection of structured data and AI-driven discovery. The key is adapting fast, and DM Cockpit gives you the toolkit to do exactly that.

Start your 14-day free trial with DM Cockpit and see how schema impacts your rankings.