Data and infrastructure
Structured data is the code with which a page declares to a machine what it contains: who the business is, where it stands, when it is open, what a product costs.
The shared vocabulary used to write it is called schema.org, and it is read by search engines and by the assistants that answer out loud. The typical failure sits upstream of the page: those fields are born in the management system, and until someone translates them into readable code the store knows its own opening hours while the search engine stays in the dark.
An example
Asking a voice assistant whether the store is open right now already counts as a visit to that store. If the answer comes from an opening time typed by hand on a page while the management system records another, the chain has bought traffic that walks the customer up to a closed door.
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