Structured data has evolved dramatically since Schema.org launched in 2011. As AI transforms search, schema markup becomes even more critical. Here’s what’s coming and how to prepare.

Current State of Structured Data

What We Have Now

800+ schema types on Schema.org
JSON-LD as the dominant format
Rich results for major content types
Direct integration with Google features
Voice assistant reliance on structured data

Adoption Rates

~30% of websites use some structured data
E-commerce leads in adoption
Many still miss opportunities
Quality varies significantly

Emerging Trends

1. AI and Structured Data Integration

Large Language Models (LLMs) are changing how search works:

AI Overviews use structured data for sourcing
Chatbots reference schema for accurate answers
Knowledge graphs feed AI training
Structured data validates AI outputs

Implication: Sites with comprehensive schema become preferred AI sources.

2. More Interactive Rich Results

Google continues expanding rich result types:

Dynamic FAQ - More interactive Q&A experiences
Comparison tools - Side-by-side product comparisons
Calculator widgets - Embedded tools in results
Booking integration - Direct actions from search

3. Video and Visual Search

As visual search grows:

Video clips in search results
Seekable chapters using schema
Image entity recognition via structured data
AR/VR metadata emerging

4. E-commerce Evolution

Product schema is getting more sophisticated:

Shipping details required for visibility
Return policies in structured data
Sustainability information emerging
Price drops and deal indicators
Local inventory integration

5. Author and Entity Recognition

Google’s focus on E-E-A-T drives:

Author knowledge panels from Person schema
Entity linking across platforms
Credential verification via schema
Expertise signals from structured data

New and Emerging Schema Types

Recently Added

SpecialAnnouncement - Emergency/event updates
VirtualLocation - Online event locations
Occupation - Job role descriptions
EducationalOccupationalProgram - Degree programs
LearningResource - Educational materials

Expected Developments

Sustainability/Environmental schemas
AI-generated content indicators
Accessibility structured data
Privacy/Trust signals
Carbon footprint for products

AI Overviews and Schema

Google’s AI Overviews (formerly SGE) change the game:

How AI Uses Schema

Source identification - Schema helps AI attribute information
Fact verification - Structured data validates claims
Rich snippets in AI answers - Enhanced citations
Knowledge extraction - Cleaner data for AI processing

Preparing for AI Search

{
  "@type": "Article",
  "headline": "Complete Guide to Topic",
  "author": {
    "@type": "Person",
    "name": "Expert Author",
    "hasCredential": {
      "@type": "EducationalOccupationalCredential",
      "name": "PhD in Subject"
    }
  },
  "reviewedBy": {
    "@type": "Person",
    "name": "Fact Checker"
  },
  "lastReviewed": "2025-01-15",
  "citation": [
    {
      "@type": "CreativeWork",
      "name": "Source Study",
      "url": "https://source.com/study"
    }
  ]
}

Voice and Conversational AI

Current Voice Search

Simple Q&A via FAQ schema
Local business information
Basic product queries

Future Voice Capabilities

Multi-turn conversations using connected entities
Complex queries answered via linked data
Personalized responses based on user context
Action completion (ordering, booking) via schema

Preparing Your Site

1. Expand Schema Coverage

Don’t just cover the basics. Implement:

All relevant page types
Author and organization details
Comprehensive product data
FAQ on key pages

2. Focus on Quality

Accurate, complete data
Match visible content
Regular updates
Proper validation

3. Build Entity Connections

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://example.com/#org",
      "name": "Company",
      "employee": [{"@id": "#author1"}]
    },
    {
      "@type": "Person",
      "@id": "#author1",
      "name": "Author Name",
      "worksFor": {"@id": "https://example.com/#org"}
    },
    {
      "@type": "Article",
      "author": {"@id": "#author1"},
      "publisher": {"@id": "https://example.com/#org"}
    }
  ]
}

4. Embrace New Properties

As Google adds requirements:

Shipping for products
Returns policies
Sustainability claims
Author credentials

5. Monitor Schema.org Updates

Follow Schema.org blog
Watch Google Search Central
Test new schema types early
Update existing implementations

Challenges Ahead

Data Accuracy at Scale

As AI relies more on structured data, accuracy becomes critical. Wrong information spreads faster.

Spam and Manipulation

Bad actors will try to game AI with fake schema. Expect stricter validation.

Privacy Concerns

More detailed schema raises privacy questions. Balance detail with discretion.

Technical Complexity

Schema is getting more complex. Tools and automation become essential.

Action Items for 2025

Immediate

Audit current schema - Validate and fix errors
Expand coverage - Add schema to all page types
Author attribution - Implement Person schema

Medium Term

E-commerce updates - Add shipping, returns
Video optimization - Implement VideoObject fully
Local enhancement - Complete local business data

Long Term

Entity strategy - Build connected knowledge graph
AI preparation - Ensure data supports AI extraction
New types - Adopt relevant new schema

Generate Future-Ready Schema

Start building comprehensive structured data now with our JSON-LD Schema Generator:

Organization Schema - Entity foundation
Person Schema - Author credentials
Article Schema - Content attribution
Product Schema - E-commerce details
FAQ Schema - Voice search optimization

Conclusion

Structured data is becoming more important, not less. As AI transforms search, websites with comprehensive, accurate schema markup will have significant advantages.

Start now with fundamental schema types and expand systematically. Focus on accuracy and completeness. Stay informed about new developments and be ready to adopt emerging standards.

The future of search is structured, connected, and AI-powered. Make sure your data is ready.

Need help preparing your site for the future of search? I can help you develop a structured data strategy that positions you for success. Get in touch for a consultation.