Structured data in schema markup usually refers to code which is added to the HTML of a webpage to enable search engines in better understanding the content of a page. It’s standard vocabulary, which describes all the different components found on the page as to what kind of content it has: articles, products, events, who wrote it, ratings, and reviews. It does this for possible future adding of rich snippets to search engine listings by website owners. Rich snippets are basically illustrative, informative, complementary supplements to search results. It may involve the product-with price, review rating, date for the event, and an author. This makes the listing more attractive and clickable. Overall, structured data gives richer search results, but more importantly, it gives relevance and authority for the search engine ranking factor.