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Schema in the AI Era: From Rich Results to Mach...

Schema in the AI Era: From Rich Results to Machine Interpretation

Schema is shifting from "nice-to-have for rich results" to "interpretation infrastructure" that reduces ambiguity for machines.

This session delved into schema graphs, template-first rollouts, and the QA needs that are boring but necessary. The focus of this presentation was pragmatic: which schema work tends to pay off, how to operationalise it across large sites, and how to communicate it internally as data engineering—worthy of investment.

To stay focused on things that make a business impact, this session will deliver a prioritised schema roadmap (templates first; highest-intent entities) to help attendees, a QA and governance process to prevent silent schema failures, and help for those in-house (or even for agencies) to create an internal business case framing schema as infrastructure for discovery.

All in 20 minutes so as can be imagined, there are a lot of slides which deliver detailed summaries of the points without excess of bullet points which get tedious or boring essays on slides. It does make this deck more compact but each slide is packed with delicious details.

LLM do not 'understand' schema, they do not encode schema elements within their databases, schema does not play a direct part in relating tokens within vectors. To better understand how transformers work, and how they store and retrieve information, I recommend 3 Blue 1 Brown and his series of videos on Deep Learning. All his videos are fantastic, making mathematics accessible and explaining how LLMs work and therefore why Schema is best for RAG.

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Judith Lewis

October 10, 2026

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  1. Schema in the AI Era: From Rich Results to Machine

    Interpretation Judith Lewis Decabbit Consultancy @decabbit Speakerdeck.com/decabbit
  2. Who AM I Judith Lewis Obligatory slide ! ➢ CANADIAN

    ➢ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated marketing campaigns ➢ Online since 1985, online marketing since 1996 ➢ B2B, B2C, M2B, SaaS, Publishing & FinTech ➢ Have worked with GalaCoral, Google, NatWest/RBS, National Gallery, CIPD, Fidelity, NBC Universal, Bayer, Amadeus, AMD, AmEx, TotalJobs, Virgin.com, Zopa, NSPCC, GE & more ➢ Contact: [email protected] @JudithLewis #brightonSEO
  3. Can get some views on how your site is performing

    within LLMs with Semrush @JudithLewis #brightonSEO
  4. Understanding football as a game, different teams, location, and pulls

    price in for comparison shopping with descriptions of what it found @JudithLewis #brightonSEO