The AMP schema is structured markup that you can add to your HTML documents to help search engines understand your content, and it makes your snippets stand out in the search engine result pages. Search engines are very good at understanding the content of your content, but often you can help you understand your content better. You can define using Schema.org. This makes it more likely to display an enhanced snippet for their pages. Advanced snippets regularly snippets stand out from outside, which results in more clicks.