Business
In this episode of E-Coffee with Experts, we sit down with Martha Van Berkel, CEO & Co-founder of Schema App, to explore why schema markup is no longer a technical afterthought, it’s now essential for SEO and AI search visibility.
Martha shares how Schema App helps brands transform their content into a knowledge graph that gives Google and AI tools the context they need to surface trusted results. With AI Overviews and entity-based indexing on the rise,
schema markup has quietly become a key driver of non-branded search, click-through rates, and AI citations.
We also dive into why most schema implementations fall short, how to shift from page-level optimization to entity-driven strategy, and what metrics to track in this new landscape.
Along the way, Martha shares leadership lessons from building a bootstrapped SaaS company after 15 years in corporate, and how founders can future-proof their SEO strategies for the AI-first world.
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In this episode, we discuss:
00:00 - 02:55: Introduction
02:55 - 04:40: How Schema App was born (hint: not planned)
04:40 - 05:30: Turning agency work into a product company
05:30 - 06:20: What Schema App actually does today
06:20 - 07:45: Schema markup is more than just rich snippets
07:45 - 09:00: Why schema is key for AI search visibility
09:00 - 10:10: Structured data = context = knowledge graph
10:10 - 11:20: What brands should do right now
11:20 - 12:30: Common mistakes people make with schema
12:30 - 13:10: Why most dev teams do schema wrong
13:10 - 14:30: How to measure schema success (CTR + more)
14:30 - 15:20: Boosting non-branded search performance with schema
15:20 - 17:00: Real-world impact: AIO citations + internal AI readiness
17:00 - 18:40: Martha’s take on starting a business after corporate
18:40 - 20:00: Corporate vs. entrepreneurship: mindset + trade-offs
20:00 - 20:50: Final advice for founders navigating SEO + AI
Connect with Martha van Berkel
https://www.linkedin.com/in/martha-van-berkel
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