Your business reputation is important. Google, Facebook, Google Maps, Yelp, and many more social media sites, online directories, and other platforms often think they themselves should be the host of your reputation—for all the world to see and use regarding decisions about your business.
SEO has included the concept of structured data since 2011 - ever since Google, Bing, Yahoo! and Yandex got together to create a standardized list of attributes and entities which they all agreed to support, and which became known as Schema.org. Unfortunately, there's still a lot of confusion around what structured data really is, what it’s for, and how and when to implement structured data for SEO purposes. A survey carried out last year by Bing found that only 17% of marketers are using (or were planning to use) Schema.org structured data markup.