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A note on why this post changed: our original 2018 article covered Data Highlighter, a no-code Search Console tool for tagging structured data. Google retired that tool years ago. The modern, more powerful replacement \u2014 proper Schema.org markup added directly to your site's code \u2014 does everything Data Highlighter did and more, including helping AI search tools cite your business accurately.  What schema markup actually does  Schema markup is structured code added to your website that explicitly tells search engines and AI models what your content means \u2014 not just what it says. Instead of Google guessing that a page is about a local business, schema markup states it directly: this is a LocalBusiness, here's its address, phone number, opening hours and review rating.  Why it matters more now than it did in 2018  Data Highlighter only ever helped with Google's classic rich snippets \u2014 star ratings, event dates, that kind of thing. Schema markup does the same job, but with far broader reach:      Rich snippets in Google \u2014 star ratings, FAQs, breadcrumbs and more directly in the search results    Local Pack eligibility \u2014 LocalBusiness schema reinforces the exact details Google Maps and the 3-Pack rely on    AI citation accuracy \u2014 when ChatGPT, Perplexity or Google AI Overviews summarise your business, schema is one of the clearest signals they use to get the facts right, rather than guessing from unstructured text    The schema types most local businesses should have      LocalBusiness \u2014 name, address, phone, hours, service area    Service \u2014 what you actually offer, mapped clearly to each service page    FAQPage \u2014 every FAQ section on your site, marked up so it's eligible for both Google's FAQ rich results and AI answer extraction    BreadcrumbList \u2014 reinforces your site's structure and hierarchy    Review \/ AggregateRating \u2014 genuine customer reviews, marked up correctly (never fabricated \u2014 this is one of Google's most strictly enforced schema policies)    How to check if you already have it  Paste any page URL into Google's Rich Results Test, or view your page source and search for application\/ld+json \u2014 that's the standard format modern schema is delivered in. 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