Schema Markup.

Schema markup (also called structured data) is a JSON snippet embedded in your page that labels its content for search engines: "this is a LocalBusiness," "this is a FAQ," "this is a recipe with these ingredients."

Google uses schema to power "rich results" — the star ratings, FAQ accordions, business hours, and event listings that show up directly in search. A page with the right schema can take up four times the visual space of a plain blue-link result.

For a Kelowna business, the schemas that matter most are LocalBusiness, FAQPage, Service, BreadcrumbList, and Review/AggregateRating. They're invisible to humans but a major ranking signal.