Rich Snippets for SEO: What They Are, Why They're Important, and How to Get Rich Snippets on Google

Brandon LazovicApril 20, 2021

Did you know that rich snippets can help your website rank higher on the Google search results page and drive more traffic to your website? 

If so, then it's time to learn what they are and how to get them. In this article we will discuss what rich snippets are, why they're important for SEO, and how to make sure that your website is eligible for getting them in Google. 

What Is A Rich Snippet? 

A rich snippet is a special HTML tag that you can place on your website in order to increase its visibility and rank higher on the Google search results page. 

Rich snippets are created using a special code called schema markup (or structured data). This HTML-based markup helps search engines better understand your webpage and what it’s all about. 

Why Are Rich Snippets Important For SEO? 

Rich snippets are important for SEO because they increase your website’s visibility on the Google search engine results page. In other words, a high rank means that you will have better luck converting visitors to customers from those who visit your site as a result of these keywords in the SERP (search engine results pages). 

There is also plenty of anecdotal evidence showing how rich snippets can lead to an increased conversion rate and higher engagement rates.  

But it's not just about driving more traffic - there are many other benefits too: 

  • Increase rankings on searches related to this content
  • Improve click-through-rate by presenting information such as review ratings or price with each listing
  • Take traffic from competitors by pushing their ranking placements further down in the search engine results pages (SERPs)

Google considers schema markup to be a small ranking factor in its algorithm. Schema also helps Google better understand the relevance of your content. The more context it has, the better your web pages will rank for your target phrases. 

Read our latest guide to learn more about search engine optimization basics for your website. 

Examples Of Rich Snippets

Below are a few examples of rich snippets that can appear for a website: 

Review

The star rating under the review, as well as the knowledge panel's stars option, help users and search engines rank a website higher in Google.

Product

Product markup provides a unique opportunity to tell your customers more about your product and encourages them to make the move from browsing on a website to purchasing it directly.

Recipe

Recipe markup is a way to show snippets of information about a recipe in search engine results.

Music

Music rich snippets in Google search results give much more info about the artists and albums the users are searching for.

Events

For any event, this markup highlights important details such as time, date, and location.

FAQPage

This markup will create dropdowns beneath your web page result that offers Q&As to entice users to click through to your website to read more of your content. 

Video Schema

Video schema is another great way to improve the SEO of your videos. It will also generate videos in Google's video carousel.

What’s The Difference Between Rich Snippets and Rich Results?

There are a few differences between rich snippets and rich results (despite them sounding similar). 

  • Rich snippets: Search result in which excerpts of text are displayed next to the title, snippet, and URL.
  • Rich results: Rich snippets are visually enhanced search results. They can give information pulled from specific structured data and will make your website stand out on Google search.
  • SERP features: Anything that’s not a traditional “blue link” search results

How Do I Know If My Website Has Rich Snippets?

There are a few ways you can find out if your website has rich snippets.

  • Manually look for rich snippets in Google's search results for your target phrases
  • Open up the SERP and look at the top of it, there may be an icon with the word "snippet." Click on this to see what information is being pulled from your site. 
  • Type into Google: "<phrase>" "<yourdomain>.com" (e.g., best hotels) or "<keyword>" "<your domain name>" (e.g., garage door repair), then click on any blue links that come up which have text formatting next to them and see if they show open graph markup, schema markups, or other similar tags
  • You can run a crawl using a tool like Screaming Frog to identify if your pages have schema markup. If they do, and those schema markup are eligible for rich snippets, then your site most likely has them
  • You can also use Google Search Console, which will tell you what web pages are displaying rich snippets that are driving organic impressions and clicks to your website. 

How Do I Get Rich Snippets For My Website? 

The main way to get rich snippets for your website is to add structured data to your web pages. We’ll walk through the basics of what you need to know when adding schema to your website. 

Choose The Right Schema Markup

First, you want to choose the right schema markup for your web page. For example, Product schema is a great fit for your product listing pages if you’re an ecommerce website. 

If you write reviews on products or services, then Review schema is another great fit. 

You should check out schema.org for a full list of available schemas that you can add to your site pages. 

Add Schema Markup To Your Site Pages 

Next, you’ll want to add the schema markup to your site pages. Read our latest article to learn more about schema and how to write it for your website. 

But generally you want to create structured data as JSON-LD code (Google prefers this method) with the required and preferred attributes for your schema markup, either by inserting it manually or through a schema plugin for sites like WordPress

After writing your structured data, you’ll simply insert it into the <head> section of your web page. Read our guide to learn how to add schema markup to your website. 

Check Your Markup For Warnings / Errors

After implementing your schema markup, you want to check for any warnings or errors. There are many structured data testing tools available, but the two most common ones are Google’s Structured Data Testing Tool, and Rich Results Testing Tool.

You can either plug in your HTML code snippet to check for errors; or you can validate with your web page URL if you already added the schema to your page’s source code. 

Using SEMRush To Find Rich Snippet Opportunities

Semrush can help monitor rich snippets and find pages that could benefit from having a snippet applied. To see if your website has pages that would work with this feature, click on the markup tab in Semrush while you're conducting an audit to see which of your website's content is structured data. You won't know exactly what markers to use until you do this review and speak with your site designer about the best option for rating systems on specific types of content.

Conclusion

This article has discussed how to use rich snippets for SEO. It's mentioned what they are, why they're important, and the steps needed to get them on Google. The next step is to learn about which types of content require a specific type of rating system or markup in order for pages that contain this data to be called out by search engines like Yahoo or Bing and start implementing it on your website!

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