Because getting your results up to the top first pages in the Google Search Results means more traffic flow into your site which would eventually mean more product sales or earnings through other means.
One of the many tools that can help you in reaching that sweet spot in the first page of Google Search Results is the Google Data Highlighter Tool.
Intro of Data Highlighter from Google
Uses of Google Data Highlighter
The Google data highlighter tool was officially released back in 2012 through the Google Webmasters Tools. The Google Data Highlighter tool is basically an online tool that helps webmasters to guide Google by providing the structured content on his/her website.
This in return helps Google to categorize your content according to specific sub-categories and produce in Search Engine results in a more organized manner and also showcase your highlighted content in other Google services such as the Google Knowledge Graph.
For example, if you own a site that showcases event dates as content, you can use the Google Data Highlighter Tool to specifically highlight the content in Google Search, and hence when some random user searches Google for any of the event dates mentioned on your site, Google shows results from your site as search results.
However, you can only use Google Highlighter Tool on pages that are crawlable by Google Search Engine bots and you won’t be able to use the Highlighter Tool in pages that don’t give Google Search Engine bots the permission to crawl.
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