Search engines recognizes Microdata, JSON-LD and RDFa. All if these syntaxes use HTML/JS
to identify properties within structured data. Its data about data!
Why Schema markup Matters?
By providing more details on your data to search engines, it helps them match
more targeted users which increases quality visibility.
Provides data to search engine which can possibly be used for rich snippets and
carousel usage.
In our experiments, we've learned that when optimizing local business sites, if
a page had Schema or JSON-LD tags it always outperformed those who didnt in
search results.
How To Fix Your Schema data Issues
Markup your page properly and test your structured data
