But on the flipside, what if Google decides to adjust their algorithm and demote sites that don't use the appropriate Schema to markup their content? Then Google is still going to cut you out by ranking you lower than your competitors. And actually, I wouldn't be surprised if Google already ranks sites without schema lower than sites with schema.
Personally, I'd rather spoonfeed the info to Google, rank #1 and run the risk of Google cutting me out with Knowledge Graph, or however else they want use the info, than not spoonfeed the info to Google and rank #10 while my competitors rank higher than me.
Obviously it's not that cut and dry, but it creates an interesting dilemma.
But on the flipside, what if Google decides to adjust their algorithm and demote sites that don't use the appropriate Schema to markup their content?
Well then you'd deal with that when it happens. Currently you know google will take the content and present it without hits to your website, but them penalising sites that don't is just theoretical.
> Currently you know google will take the content and present it without hits to your website
In some cases, yes, but not always.
For example, using schema to markup product reviews and aggregate review scores can add value to an e-commerce site's organic search listings and increase their CTR - assuming the review scores are favorable.
In that case markup your company information with the name, description and appropriate location and/or telephone tags and leave it at that. Google will try and place you at some location at some point and having some control over that is preferable.
Personally, I'd rather spoonfeed the info to Google, rank #1 and run the risk of Google cutting me out with Knowledge Graph, or however else they want use the info, than not spoonfeed the info to Google and rank #10 while my competitors rank higher than me.
Obviously it's not that cut and dry, but it creates an interesting dilemma.