We joke every time we hear Google’s John Mueller answer a question with “it depends.” But actually, it’s true.
There are few definitive answers or universally established facts in SEO. Do meta titles matter? Yes. Is internal linking a good practice? Yes. Is duplicate content bad for SEO? Yes.
But if I tried to make a list of SEO questions with a single, clear, absolute answer, it wouldn’t be long.
That’s the real challenge: we operate in an industry where things almost always depend on context, intent, competition, your website’s situation, and the platform itself.
Yet over and over, we see questions framed as if there must be one right answer. SEO tips are often shared as universal truths — one-size-fits-all for websites, industries, and business models.
My purpose here is simple: to shift that mindset. Especially if you share SEO advice publicly, let’s move away from “this is the only way” and toward “this is one way, depending on your situation.”
Is schema important for SEO?
The idea for this article came to me when I saw Mueller respond to a Reddit thread about the importance of schema markup. He replied, “This question will stick with us for the next year and longer, and the short answer is yes, no, and it depends…”
And he’s absolutely right.
- Is schema important for rankings in Google? Not directly, in most cases.
- Is schema important for rich results eligibility? Yes.
- Is schema important if you’re running ecommerce and want product snippets, pricing visibility, and review stars? Very likely.
- Is schema important if you’re a news publisher trying to appear in Top Stories, Google Discover, and other news-specific areas? Highly recommended.
- Is schema important for LLMs to cite your website? Structured data can help certain large language models interpret content more clearly. For example, as confirmed by Fabrice Canel, principal product manager at Microsoft Bing, schema markup helps Microsoft’s LLMs better understand your content.
Schema isn’t a special case of “it depends.” It’s just a familiar one. The same logic applies across almost every debate in our industry, including arguably the biggest one right now.
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GEO vs. SEO
This has become one of the most debated topics going into 2025 and 2026. Is SEO the same as generative engine optimization (GEO)?
Well, it depends. If we’re talking about core tactics — content quality, structured information, entity relationships, internal linking, bot accessibility, and content discoverability — then yes, there is significant overlap.
But if we’re talking about platforms and how they operate, then no. SEO traditionally…
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