Google and search engines are using structured data, structured markup and rich snippets in understanding the contents of websites. It is helpful in delivering rich snippet search result in Google increasing the click-through rate from an organic search result.
Though, Google has denied using these data in ranking algorithm and makes web page ranks better. It further said that adding structured markup in pages won’t directly lead to a better result in Google search result. But, this stance of Google may change in the future ranking factors.
This is because in a recent Google Hangout John Mueller said that in future structured markup can be added in ranking. Though, Google doesn’t use this for ranking purpose currently but may start using it in future.
He continued that using this markup data helps Google to guess about the website service as it will be mentioned in structured data. This is why structured data may be extensively used and it is also highly useful in a website. But, using structured data markup won’t make a site to increase ranking automatically as Google can easily distinguish between technically well site and technically good contents site in the web before ranking. Some sites are technically well doesn’t mean they are relevant to users as the content is not good.
In order to rank higher in the search result, the website has to have good quality contents relevant to users. Well, we have to wait and see if it is really added to the future ranking algorithm by Google.