Schema mark-up helps search engine crawlers understand the components of web page content better, thus offering richer and better results to end-users. With proper mark-up, the likelihood of search results displaying rich snippets goes up. Example: HowTo schema type explicitly explains the search engines that the content includes step-by-step answers to a ‘How-To' question. The search engine is thus able to render the steps in the form of a rich result. Therefore, an immediate benefit that schemas drive is increased CTR or click-through rate. In fact, Milestone Research found that schemas drive around a 30% increase in traffic as users find richer and useful search results. But it is not just clickthroughs that improve with schemas. As search engines map content to more relevant searches, searchers end up clicking the results more, thus increasing organic traffic (and higher quality traffic!) as well as search impressions. At Milestone, of the 9400+ schema projects executed, we have observed a 25-60% increase in search impressions and organic traffic post schema implementations.