Why This Ahrefs Schema Test Changes AI SEO Assumptions
As a branding content curator, I recommend this concise, data driven study that challenges conventional SEO dogma. Ahrefs tracked nearly 1,900 pages that added JSON-LD, matched against controls, and measured citations across Google AI and ChatGPT.
Result: no clear benefit from adding schema for pages already cited by AI. Ahrefs found a small decline in AI Overviews, and negligible changes on AI Mode and ChatGPT. They used a matched difference in differences design, controlling for domain and citation levels. Notably, every tested page had 100 or more AI Overview citations before schema was added, so findings may not apply to unseen pages.
If you advise brands on SEO or AI content strategy, this study reframes where to invest for AI visibility. Read the full report to see methodologies, caveats, and the raw numbers that will inform smarter schema and content decisions. This study challenges the assumption that schema alone drives AI citations, and prompts deeper testing across unseen pages.
Source: www.searchenginejournal.com
