In this episode of E-Coffee with Experts, we sit down with Martha Van Berkel, CEO & Co-founder of Schema App, to explore why schema markup is no longer a technical afterthought, it’s now essential for SEO and AI search visibility.
Martha shares how Schema App helps brands transform their content into a knowledge graph that gives Google and AI tools the context they need to surface trusted results. With AI Overviews and entity-based indexing on the rise, schema markup has quietly become a key driver of non-branded search, click-through rates, and AI citations.
We also dive into why most schema implementations fall short, how to shift from page-level optimization to entity-driven strategy, and what metrics to track in this new landscape.
Along the way, Martha shares leadership lessons from building a bootstrapped SaaS company after 15 years in corporate, and how founders can future-proof their SEO strategies for the AI-first world.
Takeaways:
- Schema markup is evolving from a tactic to a strategy.
- Building a content knowledge graph is essential for SEO.
- Structured data helps in AI visibility.
- Non-branded queries are crucial for measuring success.
- Experience in corporate can benefit entrepreneurship.
- The importance of defining relationships in schema markup.
- Metrics for schema effectiveness are evolving.
- Entrepreneurs must be willing to grind through tough times.
- Don't waste a good crisis to innovate.