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Microdata is "hidden HTML code" that can be inserted in web pages. Microdata is also commonly referred to as structured data or Schema Markup Code.
Schema HELPS to increase CTR of a webpage, helping SEO indirectly. Currently, Schema is not a direct ranking signal, but may be in the future.
The Structured Data Generator allows you to mark up important information on the web pages. It contains the entire schema.org vocabulary and highlights the schema.org properties that are 'required' and 'recommended' by Google to be eligible for rich results that can increase the amount of click through you get from your site's ranking.
Improve Your SERPs - It means that the more your web site's content is indexed by the search engines, the higher your pages will rank on search engine searches.
Increased Conversions - The more visitors you have to your website, the more likely they are to make purchases.
Provides structured data markup for any webpage easily so search engines can understand your website better.
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