Imagine skimming through the morning paper, but without the labels or headlines. Basically, you're skimming through letters and numbers, without knowing which article ends where. While you may find some of the information helpful, it’s real value is not revealed unless proper divisions are present.
This is what your site looks like without the schema markup. Informative, but not very organized. But how exactly does structured data affect your site’s digital arm?
The markup allows the search engine to fully understand what your content is about. Phone numbers are labeled as such; addresses are tagged properly, and so on and so forth.
SERPs are shown in a format where it can be understood quickly. This leads to a prospect’s improved user experience.
While it has not been proven that schema can directly affect rankings, research has shown that sites with schema have better click-through and conversion rates.