Schema Markup and AI Search: From Entities to Results

The way we measure SEO success is changing fast. Thanks to AI, clicks and organic traffic aren’t as valuable measures of success anymore. So what does success look like in the AI age, and how can brands measure that success?

Get expert insights from Martha van Berkel, CEO of Schema App, and Pat Reinhart, VP of Services and Thought Leadership at Conductor, as they dive into the impact of AI search on SEO as a whole, and how brands measure success. Together, they’ll unpack how structured data and entity-driven strategies are redefining visibility in AI-powered search.

Key Takeaways:

• The latest market developments reshaping search behavior
• Why Schema Markup is mission-critical in the era of AI
• How Large Language Models (LLMs) "connect the dots" through entities
• The role schema markup plays in AI understanding and retrieval
• Emerging approaches for measuring SEO success beyond traditional rankings and traffic

Whether you're a technical SEO, digital strategist, or marketing leader, this session has everything you need to stay ahead of the curve and improve your visibility in a rapidly evolving search landscape.

Speakers:

Patrick Reinhart

VP, Services and Thought Leadership at Conductor

A 20-year veteran of the search industry, Patrick Reinhart is the Vice President of Professional Services at Conductor, where he leads a world-class team helping the world’s largest brands scale and elevate their search programs. Known for transforming complex search data into actionable, enterprise-wide strategy, Patrick is a global speaker and recognized thought leader on the future of digital marketing. For over a decade, he has also hosted and produced 30|30, Conductor’s award-winning monthly webinar series, delivering cutting-edge industry insights to thousands of marketers worldwide.

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Martha van Berkel

CEO at Schema App

Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that leverages advanced Schema Markup to build Content Knowledge Graphs for enterprise marketing teams. She focuses on helping marketing teams globally understand the strategic value of Schema Markup and thrive in an ever-evolving digital landscape.

LinkedIn