Definition
Rich snippets (or enhanced snippets) are improved search results that display additional visual information beyond the classic title, URL, and description. They are generated from structured data (schema markup) embedded in a page's HTML code using the Schema.org vocabulary. The most common types include star ratings and reviews, product prices and availability, recipes with preparation time, FAQs with expandable questions and answers, and events with dates and locations. Rich snippets significantly increase visibility and click-through rate in SERPs by making the result more attractive and informative. Google provides a Rich Results Test tool to validate structured data implementation.
Key Points
- Rich snippets increase CTR by 20 to 30% on average compared to standard results
- They require structured data implementation in JSON-LD format (recommended by Google)
- Google does not guarantee rich snippet display even with correctly implemented structured data
Practical Examples
Recipe rich snippet
A food blog implements Recipe structured data on its recipe pages. In SERPs, its results now show a photo, preparation time, calorie count, and average rating, increasing CTR by 25%.
FAQ rich snippet
A service site adds FAQPage markup to its FAQ page. Google displays 2-3 questions and answers directly under the result in the SERP, doubling the visible surface and organic traffic to that page.
Frequently Asked Questions
To implement rich snippets, add structured data to your HTML pages in JSON-LD format (recommended by Google). Identify the content type (product, article, FAQ, recipe, etc.), use the corresponding Schema.org vocabulary, and insert the JSON-LD script in your page's <head> section. Then validate with Google's Rich Results Test.
Rich snippets do not directly improve search rankings. However, by increasing CTR through better visibility in SERPs, they send positive signals to Google that can indirectly favor ranking. Additionally, structured data helps Google better understand your page content.
Go Further with LemmiLink
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Last updated: 2026-02-07