Rich snippets aren’t a Google ranking factor,
but they can make your website’s search results stand out from the crowd.
So what exactly are rich snippets, how are they different
from other SERP features, and how can you get them to show for your site?
The difference between rich snippets, rich results, and SERP features
Rich snippets, rich results, and SERP features are sometimes
used interchangeably by SEOs, which can cause confusion.
So what are the differences?
- Rich snippets – Google’s glossary states that rich snippets are now known as rich results.
- Rich results – Google says rich results can include carousels, images, or other non-textual elements and that they are experiences that go beyond the standard blue link.
- SERP features – Provide additional and related information on the search query. Examples include the local pack, videos, and the knowledge panel.
Types of rich snippets with examples
Google supports different types of rich results within its search results. Let’s take a look at
some of the most popular types.
Review
One of the most prominent examples of rich snippets is
the Review snippet, which adds a yellow star rating to the search
results with additional information about the reviews.
Here’s an example of what a Review snippet can look like, with the snippets highlighted.
Review snippets can appear for the following content types:
- Book
- Course
- Event
- How-to
- Local business (for sites that capture reviews about other local businesses)
- Movie
- Product
- Recipe
- Software app
Product
Product rich snippets are useful if you have an
e-commerce website. They provide more information to your potential customers
about your products—like whether the product is currently in stock, its
shipping information, and its price.
Here’s an example of what a Product snippet result can look
like in the search results, with the snippets highlighted.
Recipe
Recipe rich snippets give more information about the
recipe on the page, such as how long it takes to prepare, its ingredients, and
reviews.
Here’s an example of what a recipe result can look like in
Google in the Recipes carousel.
Event
Event snippets highlight the date and location of your
events. They’re useful if you have ticketed events like concerts or shows.
Here’s an example of an Event snippet.
SIDENOTE: FAQ and HowTo results are not included in this list, as Google announced it was reducing the visibility for them on August 8, 2023, to provide a “cleaner and more consistent” search experience.
How to get rich snippets for your pages
To be eligible for rich snippets, you’ll need to add schema markup to your
pages and ensure you follow Google’s structured data guidelines.
You can double-check this by running a page through the Rich Results Test tool.
If no markup is present on the page, the rich results test will display the message “No items detected.”
Assuming there are no rich results detected, you’re safe to
add the code.
Here’s how you do it.
1. Generate the code
If you use a popular content management system (CMS) like
WordPress, adding schema to your website is as easy as installing a schema
plugin like this one.
If you already use a plugin like Rank Math, you can
use its guide to generate and customize your schema.
If you don’t use one of the more popular CMSes, you may have to generate the code yourself.
TIP - If you are not confident with code, it’s worth talking to a developer or SEO consultant to help you implement these changes.
I’m using Merkle’s Schema Markup Generator to generate Product schema markup. But you can
use Google’s Structured Data Markup Helper or even ChatGPT as well.
To generate the code, simply fill out the prompts from
the tool.
Once you’ve finished, copy the JSON-LD code; this is the
code format Google recommends for schema markup.
SIDENOTE: Remember to only add code for content that’s visible to users and adheres to Google’s guidelines for the selected schema type.
2. Check and validate the markup
Once you’ve generated the code, it’s just a matter of checking
if it’s valid. If it’s not valid, your page won’t be eligible for rich
results.
If you generated your code with a plugin or through your
CMS, you can check it by:
- Opening your structured data on the page you want to check.
- Going
to the Structured data tab.
- Clicking
on Validate and then the Rich Results Test.
Clicking this will take you to Google’s Rich Results Test. If it’s valid, you’ll see a green tick.
If you’ve manually added your schema code, you’ll need to make two checks:
- Check
the code is valid before you implement it
- Check
the code is valid after it’s added to your website
To see if your code snippet is valid, select “Code” on
the Rich ResultsTest and paste your code snippet in.
If it’s valid, you’ll see a green tick appear under the subheadings “Detected items.”
Once you’ve validated your code, you can upload it to your website. Add it to the <head> or <body> of your website. Google has confirmed either is fine.
Once the code is added, you can run the page URL through the Rich Results Test to double-check it’s valid on-site.
This time, select “URL,” and enter a URL you want to test.
If it’s valid, you’ll see a green tick.
Final thoughts
Rich snippets often get more clicks than traditional “blue
link” results. But whether they’re worth implementing for your website depends
on the type of content you have.
You don’t need to be a coding expert to get rich snippets for your website—but it takes some work to get started. Even once everything is set up, there’s no guarantee they’ll show. If you're looking for professional SEO or digital marketer to take your online presence to the next level, don't hesitate to contact Kuldipsinh Chauhan. You can reach out via email at kuldip.memento@gmail.com.