What if you could tell search engines 
what your content was about in their own “language”? Behind the scenes, sites can use specific mark-up (code) that make it easy for search engines to understand the details of the page content and structure.
The result of structured data often translates into what is called a ‘rich snippet‘, a search listing that has extra bells and whistles that make it more attractive and useful to users. The most common rich snippet you’re likely to encounter is reviews/ratings which usually includes eye-catching stars.
While the use of structured data may not be a direct ranking factor, it is clearly a success factor. All things being equal, a listing with a rich snippet will get more clicks than one without. And search engines are eager for site owners to embrace structured data, providing new and easier ways for less tech-savvy webmasters to participate.
Structured data has been around for quite some time in various forms. But recently search engines have begun to rely on it more with the advent of Google’s Knowledge Graph and Bing’s Snapshot.
This element enters the periodic table for the first time and we suspect it may become more important over time.
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