If your website is not optimised for mobile devices and tablets you could risk losing customers to your competitors and get left behind!
Your web pages have an underlying meaning that people understand when they read the web pages. But search engines have a limited understanding of what is being discussed on those pages. By adding additional tags to the HTML of your web pages—tags that say, "Hey search engine, this information describes this specific movie, or place, or person, or video"—you can help search engines and other applications better understand your content and display it in a useful, relevant way. Microdata is a set of tags, introduced with HTML5, that allows you to do this.
It was only a natural part of our development as a company that we became Microsoft partners. We will continue our close relationship with Microsoft as a technological partner on both web & cloud services.