In this article we discussed how Schema markup is useful in SERP 

Schema.org provides a collection of shared vocabularies webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, yandex and Yahoo.Google and other major search engines support the schema.org vocabulary for structured data. This vocabulary defines a standard set of type names and property names. 

Including schema micro data in your HTML code can help search engine crawlers interpret the content of your pages more effectively. One of the latest evolution in SEO is called schema markup. This new form of optimization is one of the most powerful, but least-utilized forms of SEO available today. 

Once you grasp the concept and method of schema markup, you can boost your website in the search engine result pages (SERPs).When a website has schema markup in place, users can see in the SERPs what a website is all about, where they are, what they do, how much stuff costs, plus plenty of other stuff. Some people have taken to calling schema markup “your virtual business card.” Data in the schema.org vocabulary may be embedded in an HTML page using any of three alternative formats: micro data, RDFa, and JSON-LD. Schema.org is the result of collaboration between Google, Bing, Yandex, and Yahoo! to help you provide the information their search engines need to understand your content and provide the best search results possible at this time. 

Adding Schema markup to your HTML improves the way your page displays in SERPs by enhancing the rich snippets that are displayed beneath the page title. Google say that rich snippets can make your Web page more prominent in search and thus lead to more traffic! So the two of course play into each other. If it is good for users, it is good for your website.