The Definitive Guide to Google Rich Snippets for SEO [2022]

Google Rich Snippets have been populating SERPs since 2009 with rich answers, which provide more informative results to the searchers. Search engines keep updating their algorithms to produce the best possible results for search queries. Google is far ahead of all others at providing the best-match information to its users.

In this article, I’ve discussed everything you need to know about Google rich results as an SEO person.

If you are new to rich snippets, you can learn…

But, if you are an SEO pro and already know those things, you can jump to…

Let’s begin..!

What are Rich Snippets?

What are Rich Snippet?

Rich Snippets (a.k.a Rich Results) are the results displayed by Google on the SERP that provides richer information about the search query to the user than the ordinary search results. They show additional information to the users, such as images, videos, steps, ratings, prices, etc., making the search result more enticing.

Ordinary search result contains the following information:

  • URL
  • Title
  • Short text description
  • Date (Sometimes)

Whereas Google Rich Snippets encompasses additional elements that provide concise information about the result. Snippets may contain different elements according to the type of query.

The Rich Snippets often contain the following additional elements:

  • Media such as images & videos
  • Ordered or unordered lists
  • Price, availability and product information
  • Reviews and ratings
  • Related sitelinks
  • Breadcrumbs in URL

What Makes Google Rich Snippets So Important?

The Definitive Guide to Google Rich Snippets for SEO [2022] 1

Google rich snippets are important for both users and websites. Unlike ordinary results, the rich results contain additional information that satisfies the search intent in a better way. Google displays different types of rich snippets, which depend on the searcher’s query. More on this later.

Such rich results usually occupy the upper fold of the search engine results page and thus receive more exposure & impressions. These rich results are generally displayed in carousel style, which is visually appealing and receives most of the clicks. Furthermore, the rich snippets help in qualifying the visitors to the site, which reduces the chances of bounce and reducing the bounce rate.

Benefits of Google rich snippets:

  • More visibility on SERPs
  • Improves user experience
  • Increased click-through rate
  • Drive quality traffic

Thus, winning the SERPs with rich results will mean more impressions, more clicks and more traffic for the website. In a nutshell, the Google rich snippets benefit the users and websites, i.e. by providing an excellent experience to the visitor and boosting traffic for the website.

Different Types of Google Rich Snippets (Including Examples)

People use Google for different purposes, and therefore, not all search queries are the same. Google is smart enough to understand the core motive behind searcher’s query and produce the most helpful results. Different types of rich results are displayed to the users based on the core intent behind their query.

Some of the most common types of Google rich results are provided below with examples.

Let’s drill down into the rich snippets examples to understand them in a better way.

Recipe Snippet

Google recipe snippets appear for the informational queries related to food recipes. The recipe snippets generally appear at the top of the search engine results page and show recipes for the same dish from multiple resources.

For example — On searching “Chocolate Cake Recipe” on Google, the search engine identifies the searcher’s informative intent and shows the best available resources on the web for making chocolate cakes. It also fetches important information about the recipe from the sources, such as images, ratings, time to make, and ingredients to show on the SERP.

Google Rich Snippet Example

Google Map Snippet

Ever searched for something like “Grocery stores near me” on Google? If so, then you might have definitely stumbled upon a result that displays different physical locations on the Google map. These are called the Google Map Snippets and are generally shown for local results.

For example — The query “Gas stations in Toronto” returns the list of the gas stations in Toronto along with their address, contact details, and location on the Google map. Interesting, isn’t it? This type of result makes it easier for the local searches to find local stores and businesses effectively and navigate to them. The business profile needs to be optimized for local SEO to harness the benefit of Google map snippet.

Google Rich Snippet - Gas Stations in Toronto

Review Snippet

Google fetches the ratings and reviews data from the schema markup of the page and shows them on the SERP to help the customers choose the result with the most positive reviews. The review snippet shows the number of ratings (on a scale from 1 to 5) along with the number of votes. They may appear in the rich results or in the knowledge panel on the right-hand side.

According to Google, the review snippets are applicable to the following:

  • Book
  • Course
  • Event
  • How-to
  • Local business
  • Movie
  • Product
  • Recipe
  • Software App

For example — On searching for “Buy lion statue”, Google returns the results with the ratings and reviews information.

Google Rich Snippet - Review Snippet

Movie Snippet

Google identifies movie-related structured data such as genre, release date, box office collection, ratings, votes, etc., and shows them on the search engine results page. Below is an example of a Google rich snippet for movies.

Google Rich Snippet - Movie

Event Snippet

Google supports structured data related to events. It shows the crucial information for the events, including date, time, name of event, location, etc. Provided below is an example of event snippet.

Google Rich Snippet - Events

Product Snippet

The product snippets on Google display the product attributes, price information, ratings, and availability status. An example of a product snippet in rich results is provided below.

Google Rich Snippet - Product

Apart from the types of rich results provided above, Google supports many other types of rich results. You can learn more about them at Google Search Gallery.

Everything SEO People Need to Know About Google Rich Snippets

Rich results are dominant over ordinary search results as they drive more impressions, and clicks and provide better visibility on the Google search engine.

Now, let’s learn more about rich results:

Do Rich Snippets Help SEO?

Yes, Rich snippets do help SEO.

Google rich results can help you boost SEO rankings, although it does not directly affect your rankings. The on-page metrics such as click-through rate, bounce rate, and time spent on the page can have a massive impact on the ranking of the web page. Getting your web page with the rich results can help you stand out from ordinary results on the SERP, which boosts the click-through rates. Furthermore, it sends pre-qualified visitors to the web page by providing rich information and therefore results in a lower bounce rate. All these things, together, affect the overall ranking of the web page and give the SEO a massive boost.

Featured Snippets vs Rich Snippets

The featured snippets are the search results that appear before the ordinary organic results at the position zero on the search engine results page. Google fetches the best possible content from the web pages to display on the featured snippet that answers the searcher’s query. The featured snippets usually consist of a list, bullet, definition or short paragraph that satisfies the user’s intent.

On the other hand, the rich snippets appear along with the ordinary search results and contain more information about the result. They are not necessarily always at the top of the page.

How to Win Rich Snippets?

Google has evolved over a couple of decades to produce the best possible result by understanding the search intent of the user and the content of the web page. The best way to pave your way towards rich snippets is to help Google understand your content.

Now, how would you do that?

The answer is using structured data.

Structured data is the language of search engines that help them better understand the web page. Also known as Schema markup, structure data in the form of meta information that web pages use to help search engine algorithms better understand and categorize the content.  You can use Schema.org as a reference for an extensive library of vocabulary.

Therefore, adding schema markup or structure data becomes a must for paving your way to the Google rich snippets.

Winning rich snippets on Google is all about helping it understand the content of the web page. You can follow the below-mentioned steps to increase the chances of getting into Google rich results. Identify your content type and choose the required schema type. Google supports different types of structured data, which include:

  • Article
  • Book
  • Breadcrumb
  • Carousel
  • Corporate Contact
  • Course
  • Critic Review
  • Dataset
  • Employer Aggregate Rating
  • Event
  • Fact Check
  • Job Posting
  • Lives tream
  • Local Business
  • Logo
  • Media Actions
  • Occupation
  • Product
  • Q&A Page
  • Recipe
  • Review Snippet
  • Sitelinks SearchBox
  • Social Profile
  • Speakable

Once you have identified your content type, add schema markup and validate your structure data using the following steps:

Step 1: Add Schema Markup

In order to add schema markup to your web page, go to Google’s Structured Data Markup Helper, enter the type of markup, URL/HTML, and click on start tagging.

Google Rich Snippets - Add Schema Markup

Now, it will load the live page if you have entered the URL or render the page from the HTML you have entered. Tag the missing data by selecting elements on the page one by one and clicking on the ‘CREATE HTML’ button to generate the structured data code.

Add Schema Markup - Add Missing Tags

The markup helper will generate the schema markup code. Copy the code and add it to the head section of the web page to add structured data.

Add Schema Markup - Generate Code

That’s it! The method to access the source file of the web page can be different for different CMS. Also, there are plenty of other JSON-LD schema markup generator tools available that make it easy to structure data for web pages.

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Step 2: Test Rich Results

Once you are done with adding the schema markup to your web page, it’s time to test it using a rich result testing tool!

Go to Google Rich Results Test, which is a rich snippet testing tool, enter the ULR to test and click on ‘Test URL’ button to run the Google rich result test.

Google Rich Results Test

The test result will display all the structured data associated with the web page.

Google Rich Snippet Test Result

How Long Does It Take For Rich Snippets to Appear?

Well, it depends on Google only. The sole decision to show or not to show your web page as rich results is taken by Google’s smart algorithms. Sources point out that it usually takes 2 to 12 weeks for a search result to appear in Google rich snippets.

The webmasters should optimize their web pages for rich snippets and wait for Google to fetch the data out and populate the SERPs through rich snippets. One thing to clearly avoid is altering the structured data frequently, which may reset the whole process and lead to disappointment.

Final Take on Google Rich Snippets

Google is getting smarter with each passing day and focusing on providing the most useful information to its users. Rich snippets are shown by Google to provide a richer and more satisfactory experiences to the searchers. They are some of the best ways to edge out the competition. Identify your content type, build your structured data, add it to the head of the web page, and wait for Google to rock it on the rich snippets.

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The Definitive Guide to Google Rich Snippets for SEO [2022]

Vishal Solanki

Vishal Solanki is a Senior Digital Marketer at Meetanshi. He has been helping eCommerce businesses achieve marketing success for over seven years. He loves listening to songs and spending quality time with his family in his free time.

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