Schema markup is not a direct ranking factor according to Google's public statements and testing by agencies like ours. You won't rank higher simply because you added JSON-LD to your pages. However, it absolutely affects rankings indirectly through user behavior signals and SERP real estate. The indirect ranking benefits come from three mechanisms. First, rich results like star ratings, FAQ snippets, or product markup make your listing visually larger and more trustworthy in search results, which increases click-through rate by 10-30% in competitive verticals we've tested. Second, when users click on a result that accurately previews the content through schema-enhanced snippets, they're less likely to bounce back to Google, sending positive engagement signals. Third, structured data helps Google parse your content's meaning faster and more accurately, which can surface your pages for entity-based queries they might otherwise miss. Some schema types deliver more impact than others. FAQ and HowTo schema often win expanded SERP features that push competitors below the fold. Product schema with reviews, price, and availability can dominate commercial queries. Local Business schema strengthens Map Pack eligibility, which matters intensely for Toronto or Ottawa service businesses competing in geo-modified searches. The mistake most sites make is implementing schema incorrectly or incompletely. Google's Rich Results Test will validate syntax, but it won't tell you if you're marking up the wrong entities or missing strategic opportunities. We've seen Ottawa e-commerce sites add Product schema but skip AggregateRating, leaving 40% of the ranking leverage on the table. At Ottawa SEO, we implement schema during technical audits because the 2-4 hours of work typically returns measurable CTR improvements within 3-6 weeks. It won't save a page with weak content or bad links, but it amplifies pages that already deserve to rank. Treat it like meta descriptions: not a ranking factor itself, but essential for converting rankings into traffic.