Schema markup goes into your HTML as JSON-LD (JavaScript Object Notation for Linked Data), which is Google's recommended format. You insert a <script type="application/ld+json"> block containing your structured data—typically in the <head> section of each page, though placement in the body works too. For a basic Organization schema, you'd include properties like name, url, logo, sameAs (social profiles), and contactPoint. Product pages get Product schema with price, availability, and review aggregates. Articles get Article or BlogPosting schema with headline, datePublished, author, and image. If you're on WordPress, Rank Math and Yoast SEO auto-generate common schema types based on your content. Rank Math tends to offer more granular control out of the box—Ottawa SEO uses it on most client sites because it handles LocalBusiness, FAQPage, and HowTo schemas without custom code. For non-WordPress or custom implementations, you write the JSON-LD manually or use Google Tag Manager to inject it via a Custom HTML tag, which keeps schema separate from your codebase and makes updates easier. Three schema types to prioritize: LocalBusiness (if you have a physical location—critical for Ottawa, Toronto, or Montreal service businesses), Organization (sitewide in your header or footer template), and Product or Article depending on your content. Use Google's Rich Results Test and Schema Markup Validator to catch errors before publishing. Common mistakes include missing required properties (like "image" in Article schema), using http:// URLs when your site is https://, or duplicating schema types on the same page. You don't need to mark up everything—focus on pages that appear in SERPs and where rich results matter (product listings, blog posts, local landing pages). Once live, monitor Google Search Console's Enhancements report for validation errors or warnings. Schema won't directly boost rankings, but it increases click-through rates by triggering rich snippets, star ratings, or knowledge panels, which indirectly improves performance.