If you’re running a brand or business online, you’ve likely heard of schema data. But on June 10, Google introduced a major update to its “Organization”-type schema—one that allows you to add structured information about your loyalty programs and membership tiers directly into your website’s code. This change isn’t just technical—it could have a big impact on your SEO strategy, how AI bots perceive your brand, and even how you rank against competitors.
In this blog, we’ll break down what this schema update means, how to implement it, and why it matters for your brand visibility and online presence.
Why Schema Data Matters More Than Ever
Google has been pushing brand building for years. But brand building isn’t just about billboards and social media campaigns—especially not in the eyes of a search engine. For Google (and now AI bots), brand authority means having consistent, accurate information about your business across the web.
That consistency starts with your website. Sure, you might already have your brand name, phone number, and contact details listed. But search engines don’t just “read” content the way humans do—they need structured context, and that’s where schema markup helps.
With schema data, you can define things like:
- Your brand name
- Contact details
- Logo and social media profiles
- Business description
- Founding date, founders, customer support, and more
This information not only helps seo optimization but also supports AI bots like ChatGPT, Google Gemini, Perplexity, and others in accurately representing your business.
What’s New in Google’s June 2025 Schema Update??
Previously, organization schema helped you define your company basics. Now, Google has added support for a new structured component: Member Programs.
This allows businesses to show structured information about:
- Membership programs
- Loyalty points
- Tiered benefits (e.g., Silver, Gold, Platinum levels)
Why is this significant? Because many brands have some kind of reward or membership program in the real world—but they rarely publish this information online in a machine-readable format.
Now, Google lets you highlight these programs through schema, giving your site an edge in both seo optimization and how AI systems understand and recommend your brand.
How It Works: Understanding the MemberProgram Schema
Let’s say your website already uses a basic organization schema. You can now extend it by embedding MemberProgram and MemberProgramTier entities. Here’s what that looks like at a high level:
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"name": "Example Brand",
"member": {
"@type": "MemberProgram",
"name": "Membership Plus",
"description": "Earn points and exclusive perks with our Membership Plus program.",
"url": "https://example.com/membership-program",
"hasOfferCatalog": [
{
"@type": "MemberProgramTier",
"name": "Silver",
"url": "https://example.com/membership-program/silver",
"benefit": "Earn 10 reward points on every $100 purchase."
},
{
"@type": "MemberProgramTier",
"name": "Gold",
"url": "https://example.com/membership-program/gold",
"benefit": "Earn 20 points and get free shipping on every order."
}
]
}
}You must use @type: MemberProgram and @type: MemberProgramTier—you can’t rename them or customize those schema types.
This makes your loyalty or membership programs visible not just to search engines but also to AI systems that use structured data to suggest or compare brands.
Where Should You Add This Schema?
For best results, embed this schema markup only on key pages like:
- Home Page
- About Us
- Contact Us
- Dedicated Membership or Loyalty Program pages
Avoid adding it to every product or service page. Overuse can bloat your site and dilute the effectiveness of schema-based seo service improvements.
A Variant for Online-Only Businesses: OnlineStore Type
If your business operates entirely online, you can use a subtype of Organization schema called OnlineStore. It works similarly but includes fields like:
- Applicable countries
- Return policies
- Merchant return days
This helps eCommerce brands better define operations for both users and bots.
Why This Matters for SEO and AI Visibility
Here’s why this small update can deliver outsized returns:
1. Rich Snippets in Search Results
Google may now highlight parts of your membership program directly in SERP snippets. For example, it might show “Gold Tier Members get free shipping” below your meta description.
2. Improved AI Understanding
AI systems—from Google Search to ChatGPT—use schema to build their knowledge graphs. If your brand offers unique perks or reward tiers, structured data helps these bots compare and recommend you over competitors.
3. Competitive Edge for Brand Loyalty
Many competitors still haven’t implemented these updates. By doing so, you send strong signals of trust, authority, and relevance to search engines—boosting seo help and discoverability.
Common Mistakes to Avoid
- ❌ Using MemberProgram on product pages
- ❌ Forgetting to list program tiers
- ❌ Customizing schema type names (stick with “MemberProgram” and “MemberProgramTier”)
- ❌ Not linking to a real membership program page on your site
For SEO agencies or seo companies, this represents an excellent opportunity to audit client websites and offer schema enhancement as a value-added seo service.
Final Thoughts: Schema Is the New SEO Layer
Keywords are still important, but schema data is fast becoming the foundation layer of modern SEO. With the latest update, your site can finally communicate not just what you do—but how well you treat your loyal customers.
If your competitors aren’t using structured data to highlight their loyalty programs, you have a clear window to gain SERP and AI-driven advantages.
Make sure your seo optimization strategy includes a detailed plan for schema implementation. It’s one of the most technical—but underrated—ways to build brand equity in the age of intelligent search.
Written by Qausain Anwar
Founder at www.branxhq.com
Building brand credibility in a world ruled by structured data.
