If Google understands the content on your pages, we can create rich snippets—detailed information intended to help users with specific queries. For example, the snippet for a restaurant might show the average review and price range; the snippet for a recipe page might show the total preparation time, a photo, and the recipe’s review rating; and the snippet for a music album could list songs along with a link to play each song. These rich snippets help users recognize when your site is relevant to their search, and may result in more clicks to your pages.
For companies leveraging content strategies, there’s an especially large benefit of having mark up for authors being displayed in the SERPs with the emergence of AuthorRank. For instance, a “know” based query (informational search) that displays an author with a photo, name, and a link other articles they’ve written creates a feeling of trust and authority. It can also encourage them to click-through and read other articles they’re written, essentially making that author a new resource.