---
id: "prereq-schema-markup"
type: "prereq"
source_timestamps: ["§ Shift 3: Marketing Has a New Audience"]
tags: ["technical-seo", "web-development"]
related: ["concept-machine-readable-authority", "action-implement-schema"]
reason: "Required to execute the action item of building 'machine-readable authority' for the algorithmic audience."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-11-llms-overtaking-search"
sourceUrl: "https://hbr.org/2026/03/llms-are-overtaking-search-heres-how-to-adjust-your-online-presence"
sourceTitle: "LLMs Are Overtaking Search. Here’s How to Adjust Your Online Presence."
---
# Understanding of Schema and Structured Data

**Prerequisite:** The source advises investing in 'schema' and 'clean data architecture' to make content machine-readable. Executing this presumes a pre-existing technical understanding of **structured-data formats (e.g., JSON-LD, schema.org)** and of **how search-engine crawlers and LLM scrapers parse HTML**.

**Why it's required:** Without it, a team cannot perform [[action-implement-schema]] or realize [[concept-machine-readable-authority]]. This is the technical gate on the entire 'algorithmic audience' program.

**Grounding (enrichment):** Aligned with established schema.org guidance and AEO practice (`sameAs` links, `/ai.json`, OpenAPI specs).


## Related across articles
- [[prereq-structured-data]]
- [[prereq-pim-systems]]