Schema markup is code you add to your pages so Google, Bing, and other search engines can parse what your content actually represents—a product, a recipe, a local business, a FAQ, an event, whatever. The most common format is JSON-LD, which you drop into a <script type="application/ld+json"> tag in your HTML. Google prefers JSON-LD over microdata or RDFa because it's easier to maintain and doesn't clutter your visible markup. Start by identifying what schema types match your content. If you run a local service business in Ottawa, use LocalBusiness schema with your NAP details, service area, and hours. E-commerce sites need Product schema with price, availability, and review aggregates. Publishers use Article or BlogPosting schema with headline, author, and datePublished. You can layer multiple schemas on one page—an article can have BreadcrumbList and Organization schema in addition to Article. Use Google's Rich Results Test or the Schema Markup Validator to check your JSON-LD before pushing live. Common mistakes include missing required properties, incorrect date formats (use ISO 8601), and invalid URLs. Once deployed, monitor the Enhancements report in Google Search Console to catch errors and track which rich result features you're earning—star ratings, FAQ dropdowns, breadcrumbs, sitelinks searchbox. At Ottawa SEO, we prioritize schema that directly impacts CTR: FAQ and HowTo schema often expand your SERP real estate, Product schema can trigger price and availability snippets, and LocalBusiness schema feeds the knowledge panel. We've seen FAQ schema double the pixel height of a result when it triggers, which pushes competitors down. Don't spam schema with irrelevant types hoping for rich results—Google will ignore it or penalize you. Match schema to the actual on-page content. If you claim AggregateRating, those reviews must be visible to users. If you mark up an event, the event details must exist on that page. Schema is a clarification layer, not a magic ranking boost, but it consistently improves visibility when applied correctly.