Search engines exploit semantic data when generating search results
Rich snippets are displayed based on the content of the web page.
Semantic Web technologies are used in situations as diverse as Apple’s Siri, Google’s Knowledge Graph, Facebook’s Entity Graph, and so on.
Many companies are creating rich snippets–enabled pages and benefitting from a higher click-through rate in search results. Websites that don’t employ rich snippets may suffer significant sales losses by dropping a position in their search rankings.