ANSWER: This first of Schema.org extensions is meant to help businesses garner new sales by improving relevancy in search results. Google relies heavily on aggregated data to make search smarter. The GS1 SmartSearch standard and guideline achieves these benefits by making it possible to create structured data about a product and relate this data to its GTIN. The structured data inform search bots about the product so that they can then be used to deliver a richer experience to the consumer. GS1 SmartSearch announced that steps that standardize the process and empowers businesses to improve their sales by: Improving the relevancy of search results. Improving the details and product information displayed in search engine results.