Google must understand what your website is all about before they include it in one of their search results, so the more effectively your website communicates with Google, the better.
The enhanced features available with structured data also increase the likelihood that users will click through to your website because your search result visually stands out and offers more information than other search results on the page.
Structured data makes it possible to communicate important details about your website directly to Google while positively impacting your SEO, as snippets offer detailed information to your current/target customers and increases the chance of people choosing your site over a competitor.
Google tracks engagement on specific websites, such as incoming traffic (new and returning) and conversions (clicks, shares, comments, completed form fills, phone calls, etc. and traffic) since they view engagement as a good predictor of value.
The future of search is all about hyper-personalization, answering questions and providing information quickly and effectively, so structured data provides an additional filter to help search engines find and display the most relevant information for its users.
