One word that describes the current state of search in the GenAI era

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• Part 1How GenAI uses structured data

  Structured data is critical for AI-powered search success. Martha Van Berkel, CEO of Schema App, explains how to optimize content for generative AI environments. She details how schema markup creates a knowledge graph that enables AI inferencing, explores the Model Context Protocol (MCP) as a universal framework for LLMs, and demonstrates why unique, expert content with proper semantic connections outperforms generic material.

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• Part 2Structured data will become mandatory for ranking in AI-generated search results by 2025?

  Structured data may soon become mandatory for AI search rankings. Martha van Berkel, CEO of Schema App, shares her expert perspective on why search engines will likely require structured data implementation by 2025. She explains how computational costs will drive this requirement and predicts companies will need to adapt their technical SEO strategies to maintain visibility in AI-generated results.

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• Part 3How will the relationship between structured data and generative AI evolve over the next 18 months?

  Structured data's role in AI is rapidly evolving. Martha van Berkel, CEO of Schema App, examines how structured data will become a critical data feed for large language models beyond traditional SEO applications. She explains why data with context is essential for reducing hallucinations in AI models, and predicts that frameworks and protocols will become increasingly important for organizing information that feeds into generative systems.

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• Part 4Will using AI to automatically generate schema markup at scale be a trend or trash?

  Is AI-generated schema markup at scale effective? Martha Van Berkel, CEO of Schema App, explains why automated schema generation falls short of understanding business nuances and human search intent. She argues that while AI can create basic drafts, it cannot properly define the complex relationships needed for a complete knowledge graph, requiring human expertise to craft meaningful schema that truly represents business data models.

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  Part 5One word that describes the current state of search in the GenAI era

  In the GenAI era, search is "behind" according to industry experts. Martha van Berkel, CEO of Schema App, explains why most SEOs remain too tactical rather than strategic in their approach to AI-driven search. She advocates for cross-functional collaboration, executive education about zero-click searches, and structured data implementation to bridge the gap between traditional SEO metrics and the new search landscape.

• Part 6Investing in comprehensive data clean up vs AI content expansion for AI rankings

  When resources are limited, SEO teams face tough investment choices. Martha van Berkel, CEO of Schema App, advocates prioritizing comprehensive data cleanup before AI content expansion. She explains that websites often contain irrelevant content that dilutes authority, making cleanup essential for establishing a baseline before strategic expansion. Martha recommends following cleanup with targeted investment in high-quality, knowledge-rich content that serves both generative AI and human users effectively.

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