Beyond Keywords: How A Digital Marketing Agency Uses Schema To Win Featured Snippets In 2025 

Rich-result listings now earn about 58 clicks for every 100 Google queries, while standard “blue-link” results hover closer to 41 clicks – a 2-to-1 advantage that no marketer can ignore. 

Yet many brands still chase keywords alone, overlooking the structured-data signals Google’s multimodal systems rely on to surface the best quick answers.  

Moreover, in this play-by-play, we’ll show how a Digital Marketing Agency has turned targeted JSON-LD into featured-snippet wins that survive core updates, UI shake-ups, and even AI Overviews. 

So, if you are wondering how a digital marketing agency uses schema, I have got you covered. In this blog, I have delved into different types of schema markups that guarantee ranking on AI-overviews.

Stay tuned!

The State Of Featured Snippets In 2025 

As you probably know, Google’s August 2024 Core Update tightened its helpful-content criteria, reshuffling snippet eligibility for pages that lacked clear topical authority.  

Moreover, less than a year later, the “Simplifying Search Results” change (June 12, 2025) began phasing out seven rich-result types, leading to silent deprecation in SERP features (and thus traffic).  

Google has also confirmed that its MUM model now helps vet featured-snippet call-outs, reducing low-consensus answers by 40 percent.

Also, this adds an extra layer of difficulty when trying to get content about new, little-known topics (or rapidly changing topics) to rank well. 

Moreover, these shifts coincide with a broader interface overhaul: AI Overviews and Audio Overviews appear on roughly one-third of informational SERPs siphoning clicks unless your content lands inside the overview itself. 

Put simply, snippets aren’t just about relevance—they’re about entity clarity and structured context that Google’s ranking systems can parse instantly. 

Moreover, this is why JSON-LD schemas have gone from nice-to-have to essential.

Why Schema Now Outranks Keywords In Importance 

Google’s own documentation states that structured data “helps Search understand the content of a page” and qualifies it for rich results.  

Moreover, real-world tests back that up: in a controlled experiment, SearchPilot found that adding JSON-LD lifted organic CTR and traffic as richer snippets drew more eyeballs.  

Likewise, a 2024 Google case study showed nearly doubling of clicks after optimized structured data and URL hygiene.  

Why the huge spike? Keywords tell Google what a page might cover. 

But the schema tells it who, what, where, and when in machine-readable terms—the exact ingredients MUM and AI Overviews need to select authoritative, on-topic answers quickly. 

Moreover, as deprecated SERP features (FAQ, How-To, BookAction, etc.) disappear, the remaining schema types—Article, Breadcrumb, Organization, LocalBusiness, and Speakable—carry even more weight.  

Ultimately, the pages that win are those that map key entities and headings to a valid schema type, validate it in the Rich-Results Test, and monitor Search Console for appearance shifts. 

This may actually (finally) help Google to shift away from AI-generated slop and towards well-executed, high-quality, thoughtful content (who’d of thunk it?). 

Six Schema Types That Still Win In 2025

How A Digital Marketing Agency Uses Schema

Given that schema markup is becoming more important compared to keyword stuffing for ranking on AI-featured snippets, digital marketing agencies are using it.

Here’s how the schema can be utilized the right way by the agency.

1. Improving Search Results

Schema markup is used to provide more structured information for the rich display of snippets over traditional text-based snippets. So, by including pricing, reviews, and more, they make the content optimized.

2. Targeting Specific Industries With Content Types

Moreover, agencies use different types of schema markup based on the target audience. This way, they ensure that your website gets more clicks, ranks on SERPs, and attracts the target customers.

3. Supporting Content Marketing

In addition to this, schema markup helps in improving your content discoverability. So, you get more audience engagement with the content. Also, making it possible for content promotion.

4. Optimizing Content For Mobiles And Voice Search

Along with that, the agencies ensure your content is optimized for mobile devices and voice searches. Also, the mobile-friendly structure makes the content accessible. So, you get maximum visibility on the internet for your content.

5. Focusing On SEO Practices

Finally, the agency optimizes the content with the best SEO practices to improve its ranking on SERPs and AI-featured content. So, naturally, enhancing your website visibility and driving organic traffic.

Pitfalls & Policy Landmines You Need To Avoid 

• Over-markup IS spam. Google’s June 2025 “Simplifying Search Results” post warned sites about marking up ineligible types.  
• Rich-type deprecations. FAQ/HowTo limits (Aug 2023) and sitelinks-search-box sunset (Nov 2024) invalidated legacy JSON-LD. So you really need to audit your existing pages and posts. 
• Use CourseInfo with caution. New CourseInfo markup remains experimental; keep it siloed from money pages.  

Future-Proofing Your Markup 

• Watch schema.org releases. Version 25.0 (Jan 2024) added Certification type—an indicator that trust signals matter.  
• Entity graphs feed AI Overviews. As AI Overviews hit ≈13 % of searches, entity-rich pages are surfaced more often.  

Highlighting Structured Data Over Keyword Stuffing

Structured data has become the newest gatekeeper to featured snippets and clicks. 

You can keep your clients winning by nailing the six winning schema types (see above) and validating rigorously (take audits seriously!).

So, naturally, it is no wonder how a digital marketing agency uses schema to enhance the content visibility and ensure ranking on AI Overviews.

Moreover, do this well and your content will leapfrog keyword-stuffed rivals—even through the frequent turbulent core updates we’ve been experiencing (hopefully). 

At least, that’s what our Digital Marketing Agency has found in deploying schema-driven strategies to compound traffic and conversions in just weeks, not months.