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Is Schema Dead? Why That Viral Experiment Got It Wrong.
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The experiment went viral. The conclusion was wrong. Here's what it actually means for your site.
An experiment by SEO Mark Williams Cook has been doing the rounds this week — he built a fictional business, planted fake schema on the page, and showed that Perplexity and ChatGPT could still return the correct address. Cue the hot takes: schema is dead, don't bother, save your time. This week I'm pushing back hard on that conclusion, because it's not what the experiment proved at all. What it actually showed is that well-structured content can be read by machines even without perfect markup — but that's a very different thing from schema not mattering. At scale, with hundreds or thousands of products, schema is what enforces consistency, communicates entity relationships, and stops AI from guessing wrong. Drop it at your peril. Watch this week's video to get the full picture before you make any changes to your site. |
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