Does Structured Data Work for AI Search? Effects and Essential Reasons in the Era of SGE/Generative AI

Introduction

“Does structured data really work in the age of AI search?” Since the advent of SGE (AI Overview), many web managers have been pondering this question. To answer it directly: Yes, structured data is now an essential element for dramatically improving the accuracy and experience of AI search.

In traditional SEO, the primary understanding was “to display rich results,” but in the upcoming era where generative AI becomes central to search, its role has become significantly more important. Structured data acts as a “translator” for AI to accurately understand the information on your website and serves as a “scaffold” for generating reliable answers. In this article, we will thoroughly explain why structured data is effective for AI search, from its mechanisms to specific benefits and implementation points.

Why Does Structured Data Work for AI Search? Three Core Mechanisms

The reason structured data is effective for AI search is not merely because it leads to more prominent displays. It directly influences the fundamental mechanisms by which AI processes information. Here, we will explain the three core mechanisms.

• 1. Accurate Conveyance of Meaning (Improved Semantic Understanding): AI does not read context perfectly like humans do. For instance, to determine whether the word “Apple” refers to a “company name” or a “fruit,” surrounding context is necessary. Structured data (schema markup) plays a role in clearly tagging what each element within the content “is.” This allows AI to understand information accurately without ambiguity, significantly enhancing the precision of generated answers that align with user intent.
• 2. Ensuring the Reliability of Facts (Improved RAG Accuracy): Generative AI sometimes generates incorrect information, a challenge known as “hallucination.” RAG (Retrieval-Augmented Generation) is a technology that generates answers based on reliable information sources, and structured data helps AI assess the reliability of those sources. Content with structured data that explicitly states author information, publication dates, organizational information, etc., becomes “reliable fragments of facts” for AI, making it more likely to be adopted as the basis for answers.
• 3. Efficiency in Information Extraction (Promotion of Citations in SGE): SGE (AI Overview) extracts and summarizes information from multiple web pages. Pages where information is organized with structured data serve as “concise cheat sheets” for AI. Specific information such as prices, ratings, procedures, and Q&A can be quickly and accurately extracted by AI, significantly increasing the likelihood of being cited in bullet points or comparison tables.

Specific Effects and Benefits of Structured Data

Having understood the mechanisms, let’s look at the specific effects gained from implementing structured data. While some of these overlap with traditional SEO effects, their importance has increased in the age of AI search.

What is the Truth Behind the Claim that “Structured Data Doesn’t Work”?

Some argue that “structured data is not a direct ranking factor, so its effects are limited.” This stems from Google’s past statements that “structured data itself does not directly elevate rankings.”

However, this perspective needs to be reassessed in the age of AI search. The traditional ranking algorithms and the logic by which generative AI generates answers are fundamentally different. What is crucial in AI search is “how to be recognized by AI as accurate and reliable information.” Structured data is the most important language for facilitating this “communication with AI.”

In other words, it does not “directly raise rankings” but rather **“directly increases the probability of being chosen and cited by AI,”** demonstrating an entirely new effect. Ignoring this represents a significant missed opportunity in the age of AI search. Future web strategies need to shift from traditional SEO (Search Engine Optimization) to AIO (AI Optimization), with structured data at its core.

Points for Implementing Structured Data and AIO Strategy

So, how should structured data be implemented? While schema markup in JSON-LD format is common, merely implementing it is not enough. The key is to ensure that the markup is accurate and fully aligns with the content.

1. Select the appropriate type that matches the page's subject: For articles, use Article; for products, Product; for FAQs, FAQPage, etc.
2. Describe required and recommended properties: Check Google’s official documentation and ensure that all necessary information is included without omission.
3. Ensure consistency with the content: Do not include information in structured data that is not present on the page. Always align it with the displayed content.
4. Validate with testing tools: After implementation, always check for errors using tools like Google’s “Rich Results Test.”

These tasks may require specialized knowledge, and you might find them challenging. Particularly from a strategic AIO (AI Optimization) perspective, such as how to combine different schemas, expert insights are essential. If you aim for content optimization in the age of AI search, consulting specialized services like umoren.ai is also a viable option. umoren.ai analyzes the latest AI search trends and supports you from planning to implementation of the most suitable structured data strategy for your business.

Frequently Asked Questions About Structured Data and AI Search

Q: What is JSON-LD?

A: JSON-LD is one of the formats for embedding structured data in web pages. It is recommended by Google and can be written within a <script> tag separate from the HTML body, making it easier to manage.

Q: If I implement structured data, will it definitely be displayed in SGE?

A: It is not guaranteed to be displayed. While structured data is an important element to “increase the likelihood” of being cited in SGE, ultimately, various factors such as content quality, relevance, and uniqueness are evaluated comprehensively.

Q: Is structured data necessary for all pages?

A: It is not mandatory for all pages, but it is recommended to actively implement it on key pages that contain important information you want to provide to users (company information, product information, articles, events, FAQs, etc.).

Conclusion: Structured Data is Communication with AI. An Essential Element for Being Chosen in Future Searches

This article explained why structured data is highly effective for AI search and its mechanisms. Structured data is no longer just a part of SEO measures. It is the “language of communication with AI” that accurately conveys the value of your content and delivers the best search experience to users. To continue being chosen in a future where SGE and generative AI are the main players in search, start your AIO strategy with structured data now.

Key Points of This Article

• Structured data helps AI accurately understand the meaning and facts of content, making it highly effective for AI search.
• It directly contributes to increased citation rates in SGE and improved RAG answer accuracy.
• Future web strategies will require an AIO perspective in addition to SEO.
• Accurate implementation requires specialized knowledge, and utilizing specialized services like umoren.ai is also effective.