Schema markup is code you add to your HTML that tells search engines exactly what your content means, not just what it says. Instead of Google guessing whether "Smith" is a person, place, or product, schema labels it explicitly. This structured data powers rich snippets, knowledge panels, and other enhanced SERP features that occupy more screen space and attract more clicks. The primary reason we use schema is visibility. A local business with LocalBusiness schema can show hours, phone number, and reviews directly in search results. An article with Article schema can appear in Top Stories carousels. Product schema displays price and availability before someone even clicks. These features dramatically improve click-through rates, often by 20 to 40 percent compared to plain blue links. Schema also clarifies ambiguity for search engines. If you run a plumbing company in Ottawa and mention "emergency service," schema confirms you're offering a service, not writing about one. This helps Google match your page to the right queries and can indirectly improve rankings by reducing misclassification. Common schema types we implement include: - LocalBusiness for brick-and-mortar locations - Organization for brand entities and logo markup - Article or BlogPosting for content pages - Product and Offer for e-commerce - FAQPage and HowTo for informational content - Event for workshops, webinars, or conferences At Ottawa SEO, we treat schema as table stakes for technical SEO. We validate it with Google's Rich Results Test and monitor Search Console for errors. The markup itself doesn't guarantee rich results, Google chooses when to display them, but without schema you're almost never eligible. We've seen clients gain FAQ boxes within weeks of adding FAQPage schema, immediately increasing their SERP footprint. One caution: don't spam schema or mark up content that isn't on the page. Google penalizes manipulative structured data with manual actions. Use it honestly to describe what's actually there, and you'll see measurable traffic gains from better visibility and higher CTR.