AI LAB CASE STUDY

Do AI Models Reward Structured Data? Testing Schema in GEO

Key takeaway: Adding schema markup led to a 12% increase in ChatGPT log file hits and AI visibility.

The Challenge

Our client is a travel search aggregator that helps deal-seekers compare flights, hotels, and car rental options. In such a competitive landscape, maintaining visibility is crucial — despite changing conditions around search results and Generative AI. After reviewing our client’s AI visibility compared to competitors, our goal was to increase this visibility and outperform other industry players among Large Language Models (LLMs) for their target audience. 

So we asked: To help our client outperform their competitors, we wanted to test the impact of structured data changes on AI visibility. Do LLMs value structured data like schema markups the same way search engines do?

Industry

Type

Hypothesis

Our theory was that LLMs recognize and reward structured data, especially when it highlights pricing information in a way that’s clear and intentional. By marking up specific pages with schema, we believed the content would become more trustworthy to AI models and more likely to be surfaced. As a result, we would be able to impact our client’s visibility among relevant queries in ChatGPT.

Validation: After analyzing current AI bot behavior on our client’s site, we found that their top pagetype included AggregateOffer schema. The pages that contained this schema received 221% more GPT-related log hits than pages without.

Strategy

To put our hypothesis to the test, we developed a strategy to run structured A/B testing for AI visibility. To keep the test focused, we tested a single schema update on one set of pages, while maintaining a control section of the site that had no schema changes. Based on the results of our hypothesis, we planned to roll out schema changes sitewide and monitor the subsequent impact on page performance. 

Specifically, we made the following schema change:

Expanded AggregateOffer on a group of priority pages to include additional price details within the schema, assisting the crawlability of priority information for their target audience. 

 

Results

→ +12% increase in OpenAI bot hits vs -3% for control pages

→ +12% increase in ChatGPT-User bot hits compared to -3.5% for control pages

Our test results showed a 12% increase in ChatGPT bot hits among the URLs with schema added, while the control pages saw a 3% decrease.

Seer-Schema-case-study-table (1)

OpenAI’s ChatGPT-User bot had the strongest increase, rising +15.1pp compared to the control pages. Because this bot handles real-time user queries, the results suggest that the schema updates improved our pages’ visibility for actual user requests.

The clear, positive lift in the test URLs suggests that ChatGPT values well-structured schema and that it can drive additional page visibility within the platform. Because pricing plays a major role in a user’s decision-making process, ensuring this information was optimally structured for LLMs increased the likelihood that our client appeared for bottom-funnel requests with higher conversion potential.

Next Steps

Due to the successful outcome of the initial test, our next step is to scale the schema updates to a larger set of the client’s pages. While these results were focused on a specific type of schema markup, we will also explore other types to measure which lead to the strongest lift in AI bot activity.

We’re also exploring how we can test schema with other clients (and on our own site!). In the meantime, we recommend running your own experiments with schema and structured data to see if you can increase your brand’s AI visibility. If you find interesting results, hit us up on LinkedIn and let us know!

Ready to get ahead with GEO?

Let's Go →
[Up Next]
SEO / AI / B2B

How AI-Assisted Content Accelerated Implementation and ROI for a Water Technology Leader

Check it out
SEO / B2C

Owning the Narrative: How an Automotive Giant Built Authority Through Strategic Content

Check it out

About Seer Interactive: 

Seer Interactive is at the forefront of Generative Engine Optimization (GEO). We run enterprise-scale AI search experiments and turn them into proven strategies that deliver AI visibility and business impact. We help enterprise brands navigate the shift between traditional SEO to AI visibility, building strategies that win across search engines, LLMs, and wherever your customer is looking for answers.

Our edge? Decades of thinking about how people get answers to problems, across social, SEO, Paid, and UX, now applied to AI search through live GEO experiments that deliver measurable visibility. Wil Reynolds and the Seer team have been leading the conversation on AI, SEO, and GEO since the beginning.

Seer partners with industries from SaaS and e-commerce to healthcare and banking , helping brands like American Family Insurance and Capital One adapt, move faster, and capture visibility in an AI-first world.