Voices of Search Podcast: Episode Summary
Title: Will using AI to automatically generate schema markup at scale be a trend or trash?
Release Date: June 19, 2025
Host: Jordan Cooney
Guest: Martha Van Berkel (SCHEMA App)
Network: I Hear Everything Podcast Network
In this insightful episode of the Voices of Search podcast, host Jordan Cooney explores the contentious topic: Will using AI to automatically generate schema markup at scale be a trend or trash? The discussion delves deep into the capabilities and limitations of AI in the realm of SEO, particularly focusing on schema markup—a crucial component for enhancing website visibility and search engine performance.
Introduction to the Topic
Jordan Cooney sets the stage by presenting the central question of the episode: the viability of leveraging artificial intelligence to automate the generation of schema markup on a large scale. This topic is increasingly relevant as businesses seek efficient methods to optimize their websites without extensive manual intervention.
Expert Opinion: AI's Role in Schema Markup
Martha Van Berkel from SCHEMA App introduces the debate, prompting the guest expert to share their perspective. The unnamed expert offers a critical view on the subject:
[02:13] Unnamed Expert: "I obviously think it's trash because I think like part of it is, I think like anything. Like I think gen AI is good at creating drafts. I think they'll be good at creating a good start for page, but I don't think they're going to be good to sort of understand the nuance of what the business wants to articulate and sort of like connect the dots with. Right? Like the business concept of like I'm looking for, you know, the human is saying I'm looking for a physician who speaks Spanish who knows about Lyme disease who practices within five miles of my house and by the way, has an appointment available on Tuesday."
The expert emphasizes that while AI can generate preliminary drafts of schema markup, it falls short in capturing the specific nuances and intricate relationships that reflect a business's unique offerings and customer needs.
The Necessity of Human Insight
Continuing the discussion, the expert elaborates on the indispensable role of human expertise in defining effective schema structures:
[02:51] Unnamed Expert: "And the data isn't just data. Right? Like the data is to answer questions for humans. So I think like we're still gonna have to be using our brains and saying like, okay, that's great. That's like how the minimum viable piece. But like how do I want to create those relationships? I don't think it's going to be able to necessarily define all those relationships. Can we use AI to help us then define how those relationships should be defined? Absolutely. Like anything that's sort of like a specific task, like AI is good at. But I think like if you're thinking of this is my data model, like this is my knowledge graph and how I want my business understood, like there's going to be some crafting that has to be done with that. So I think that's trashy."
Here, the expert acknowledges that AI can assist in defining relationships within schema markup but insists that the foundational understanding of the business's data model and knowledge graph requires deliberate human crafting. This input is crucial to ensure that the schema accurately represents the business's objectives and meets user intent effectively.
Conclusion: The Balance Between AI and Human Expertise
The episode culminates in a consensus that while AI tools can offer valuable support in generating and managing schema markup, they should complement rather than replace human expertise. The nuanced understanding of business needs, customer interactions, and specific data relationships necessitates a hands-on approach to ensure that schema markup is both accurate and effective.
[03:34] Martha Van Berkel: "That's a great response."
Martha acknowledges the expert's stance, wrapping up the discussion by reinforcing the idea that human insight remains indispensable in optimizing schema markup for SEO purposes.
Final Thoughts
This episode of Voices of Search underscores the importance of balancing technological advancements with human intelligence in the field of SEO. While AI presents promising tools for automating various aspects of search engine optimization, the intricate and nuanced nature of schema markup generation still relies heavily on human expertise to achieve optimal results.
For listeners seeking to enhance their SEO strategies, the takeaway is clear: Embrace AI as a supportive tool, but continue to leverage human creativity and understanding to drive meaningful and effective schema implementations.
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Special thanks to our sponsors: Ahrefs and Pre Visible for supporting this episode.
Remember: The answers are always in the data.