Shopify adds basic Product schema automatically on product pages and Organization schema in most themes, but you'll want to expand this for better rich snippet coverage. The cleanest method is editing your theme files directly. Go to Online Store > Themes > Actions > Edit code, then open theme.liquid and paste your Organization or WebSite schema as a JSON-LD script block in the head section. For product-specific markup like reviews, offers, or aggregate ratings, edit product-liquid.liquid or the relevant template and insert JSON-LD blocks using Liquid variables like {{product.title}}, {{product.price}}, and {{product.url}}. If you're not comfortable with code, apps like Schema Plus for SEO, JSON-LD for SEO, or Smart SEO handle this automatically. They inject common schema types (Product, Breadcrumb, Article, FAQ, HowTo) based on your store data and let you customize fields through a dashboard. The tradeoff is another monthly subscription (typically $8–$20 CAD) and potential page speed overhead if the app loads inefficiently. For stores with blogs or FAQs, add Article schema to blog post templates and FAQPage schema to support pages. Use Google's Rich Results Test or Schema Markup Validator after deployment to confirm the markup is valid and crawlable. Common mistakes include missing required fields like "offers" in Product schema or using ambiguous currency codes—always specify "CAD" for Canadian stores. At Ottawa SEO we typically hand-code schema into client themes because it's faster, cleaner, and doesn't add app bloat. We focus on Product, Breadcrumb, Organization, and LocalBusiness (if they have physical locations). If the client needs frequent schema changes or lacks dev support, we'll set them up with a reputable app and train their team. Either way, schema alone won't rank you—it's a visibility enhancer once your content and technical foundation are solid.