Structured data is more than a technical SEO checkbox — it can shape expectations, pre-qualify visitors before they click, and improve the quality of leads flowing from search and social. In this 15-minute panel, Gustavo and Michelle walk through which schema types actually influence click quality, how to mark up pricing, availability, service areas, and FAQ content so searchers self-select before arrival, and how to instrument outcomes so you measure lead relevance, not just raw volume. The conversation balances technical JSON-LD best practices and CMS-friendly automation with messaging and UX trade-offs that keep pages discoverable and trustworthy. Listeners leave with three concrete, low-effort implementations they can test this week, plus the KPIs and tools to prove impact.