Schema Markup: What It Is and Why It Still Matters in 2026

Schema markup has been around since 2011, and most websites still get it wrong. In this week's Friday SEO Tip, Rose Santos, Web Developer at Boulder SEO Marketing, walks through the five most common schema markup mistakes and explains why structured data is now a visibility factor in both Google search and AI-generated answers. In this video, you will learn: → Why missing schema is still the most common technical SEO issue across WordPress, Shopify, and JavaScript-based sites → How mismatched schema types send mixed signals to Google and AI systems → Why incorrect metadata placement means Googlebot may never read your structured data → How incomplete required fields prevent rich results and trigger Search Console errors → Why post-deployment validation needs to be part of every site update → How AI Overviews use local business schema to cite businesses in AI-generated answers → Which schema types move the needle most for local service businesses and B2B companies 0:00 Introduction 0:22 What schema markup is and why it matters 1:27 JSON-LD format and rich results 2:20 Schema for local businesses 3:02 Mistake 1: Missing schema entirely 3:37 Mistake 2: Schema that does not match page content 4:15 Mistake 3 & 4: Incorrect metadata placement 5:29 Mistake 5: Skipping post-deployment validation 6:02 Schema and AI Overviews in 2026 7:45 How AI systems use structured data 8:36 Schema types that move the needle 11:03 What to do right now 12:02 Closing and CTA RESOURCES MENTIONED: → Google Rich Results Test: https://search.google.com/test/rich-r... → Schema.org: https://schema.org → Google Search Console: https://search.google.com/search-console → What Is Generative Engine Optimization: https://boulderseomarketing.com/what-... → AI and SEO Guide and Best Practices: https://boulderseomarketing.com/ai-an... → Friday SEO Tip Archive: https://boulderseomarketing.com/categ... CONNECT WITH US: → Website: https://boulderseomarketing.com → LinkedIn:   / boulder-seo-marketing   → Newsletter: https://boulderseomarketing.com/sign-... → Free Strategy Session: https://boulderseomarketing.com/contact → Rose Santos on LinkedIn:   / maryroselyn   #AISEOTip #SchemaMarkup #SEO