Structured data markup is the code with a fixed format (described on schema.org) added to websites to help search engines better understand the on-site content. This data results in better indexing and relevant results on SERPs. Structured data can communicate different information about the company, its products, and services, pricing, etc. to the search bots. Structured data also makes your content eligible for ‘rich snippets’; those highlighted results with stars, prices, or reviewer information. Rich snippets are visually appealing and stand out amidst other search results. That is why they improve your click-through rate (CTR) and help drive more traffic to your website.