While rich snippets do not directly influence a site’s rankings, structured data markup to enable rich snippets may generate indirect SEO paybacks by making your page more effortlessly indexable. It also informs search engines about what’s important to you in your content and does a better job with accurate and targeted metadata. The markup provides search engines with better structured content which in turn it can use to provide answers to searchers. It can affect your rankings in SERPs and improve the domain authority of your website by indirectly influencing your page's visibility through SERP featured snippets. The edge that SEO experts can offer over amateurs is the ability to take overwhelming amounts of data and make meaningful decisions from it. It also means staying current with markup updates. We find its your chance to creatively identify new user trends, what your strengths are that match, and how to maximize your opportunities to be found. By constantly crossing metrics in Google Analytics to uncover the how, who and why behind website visits, we can identify meaningful conclusions from our Audits.