Google is evolving so they can deliver an experience beyond traditional web results. Artificial Intelligence is being used heavily to read structured data markup like JSON-LD schema to improve search results and build the knowledge graph. Properly implemented schema markup will enhance your knowledge graph and rich snippets with structured data including things like product availability, price, faq, and location.
![Structured Data Markup](https://goldpromotion.com/wp-content/uploads/2015/12/icon11.png)