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Schema is a structured markup language that allows AI models (and search engines) to understand the content of a webpage beyond the visible text.
Semrush recommends implementing Schema following Google’s guidelines, especially for:
📌 Why does it matter?
Because when a model like ChatGPT finds organized, tagged, and verifiable data, it has greater confidence to cite your site as a source in its response.
One of the most striking technical findings of the study is that AI models still have serious limitations when it comes to interpreting content loaded via JavaScript.
⚠️ If your website relies on scripts to load content, your brand could be invisible to ChatGPT and Google AI Mode.
A common mistake among B2B software companies, ecommerce sites, and professional services is hiding prices behind forms or “contact sales” buttons. The result? AI cannot access clear pricing and instead turns to forums, Reddit, or LinkedIn for estimates.
As a consequence, your brand becomes associated with speculation, rumors, and potentially negative commentary.
💡 To counter this risk, Semrush recommends:
“The only way to control this narrative is to offer pricing pages that are crawlable by LLMs,” the study concludes.
Your brand may have brilliant content, a strong social reputation, and a competitive product. But if AI cannot properly index your site, cannot find clear pricing or structured technical features, or cannot understand your content due to missing semantic tags, then quite simply you will be ignored by AI models.
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