How to create Rich Snippet in Google Search Results

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Search engines evolved along with the way people search for information. That’s why nowadays you need to stand out from the crowd to get a click on your website in Google Search results. How can you do it? Using rich snippets! Let’s see what this feature is about and how to get it for your website.

What is rich snippet and how it works

Rich snippet is a special Google search result which includes additional information stored as a structured data in the source code by means of markup. It allows search engines better understand what information each web page contains. Rich snippets also help users easily find the information they’re looking for.

A normal snippet looks like this:

normal snippet in google search

A rich snippet usually looks like this:

rich snippet in google search

As we can see, the picture is added in the snippet, as well as the rating of the recipe and an average time to make this ice cream. It obviously contains more information than a normal snippet does.

Why this is important? Rich snippets tend to be more eye-catching than normal results, and can lead to a higher organic CTR. Elfsight’s recent inner research confirms this data:

DeviceAverage weekly CTR before rich snippets visibilityAverage weekly CTR after rich snippets visibilityGrowth
Desktop3,5%4,6%31%
Mobile2,8%3,6%28%

There are dozens of rich snippet types, like videos, top stories, recipes, reviews, local business, articles, and many more. Let’s see how they may look like and how to get them for your website.

Google Rich snippets examples

Example 1: Product snippet

As we’ve mentioned above, there are several types of rich snippets. It provides detailed product information in Google Search and demonstrates price, availability, and also review ratings.

rich product snippet example
Read more about product snippets in our article.

Example 2: Reviews snippet

They demonstrate a star rating:

rich reviews snippet example

Read article about stars in snippets.

Example 3: Recipes snippet

They include info about the time to prepare a dish, images and reviews:

rich recipes snippet example
Read our article about recipe snippets and who except for food bloggers can use them.

Example 4: Videos snippet

Video markup is used by search engines to understand what the video content is about:

rich video snippet example
Read here about video snippets in greater detail.

Example 5: FAQ snippet

An FAQ snippet contains a list of the most common questions pertaining to some particular topic.

rich faq snippet example

You can find more detailed information about FAQ and Q&A snippets in our article.

There’s also How-to rich snippets that walk users through a set of steps which help users complete a task. These rich results can contain a video, images and text.

Example 6: Events snippet

This feature makes it easier for users to find events right on Google SERP and attend them.

rich events snippet example

You can find a lot of information about event snippets in this article.

Example 7: Articles snippet

Blog articles and news can appear in the Top stories carousel, host carousel, Visual stories.

rich article snippet example

Example 8: Local business snippet

It’s a knowledge graph card containing details about business that a user searched for.

rich local business snippet example

Example 9: Speakable

This type identifies the content which is best suited for audio playback. It’s still in beta, and Google continues developing this feature.

How to create rich snippets for your website

There are several ways to start showing your rich snippets in search results. 

Way 1: Special widgets which can be rich snippets generators

One of them is Elfsight Reviews widget which helps you collect and aggregate testimonials. The main benefit of this way is that the widget creates the necessary schema.org tags to tell Google to demonstrate rich snippets for your reviews or events in the search results. Widgets usage doesn’t require coding skills so you won’t have to hire a professional developer. 

rich snippet generator

Tip: Remember, that using Elfsight Reviews widgets, you may demonstrate your reviews from Google, Facebook, Trustpilot, Amazon, AirBnb, Yelp, Booking, TripAdvisor, Apple App Store. Using Elfsight tools, you boost your chances up to 95% of getting star rating in search results.

Way 2: Adding structured data to your website manually 

To do it, you can:

1. Add HTML directly into your web page or template to insert schema markup. Applying Schema.org, find the relevant microdata codes for information on your page and manually add it to your page’s HTML.

Example:

<div itemscope itemtype="schema/ItemList">
    <link itemprop="url" href="test-url">
    <span itemprop="numberOfItems">315</span>
    <div itemprop="itemListElement" itemscope itemtype="schema/Product">
        <img alt="Photo of product" itemprop="image" src="product-image/c9/f1/a5fe6642-18d0-47ad-b038-6fca20f1c923.jpeg"> 
        <a itemprop="url" href="test-url-product"><span itemprop="name">BRAND 502</span></a>
        <div itemprop="offers" itemscope itemtype="schema/Offer">
            <span itemprop="price">4399 $.</span>
        </div>...
    </div>
    <div itemprop="itemListElement" itemtype="schema/Product">
        ...
    </div>
</div>

2. Use it with JSON-LD, but mind that it is not supported by microformats.

Example:

<script type="application/ld+json">
{
    "@context": "schema",
    "@type": "ItemList",
    "url": "test-url",
    "numberOfItems": "315",
    "itemListElement": [
        {
            "@type": "Product",
            "image": "product-image/c9/f1/a5fe6642-18d0-47ad-b038-6fca20f1c923.jpeg",
            "url": "test-product-url/brand_502/",
            "name": "Brand 502",
            "offers": {
                "@type": "Offer",
                "price": "4399 $."
            }
        },
        {
            "@type": "Product",
            "name": "..."
        }
    ]
}
</script>

3. Use Google Tag Manager. This tool helps website owners add and update code without knowing website coding and suits perfectly for embedding json markup without developer’s help.

google tag manager

4. Use Google Structured Data Markup Helper is a tool which helps users implement structured data on their websites. it’s quite straightforward to use. All you need is to embed the code and use the editor to get ready JSON or HTML markup for a particular page.

Tip: Schema is recognized by Google, Bing, Yahoo!, and Yandex. It’s not clear if other search engines are using this markup.
google structured data markup helper

How to check if your rich snippets are performing correctly

There are several ways to do it, and you are free to choose any of them:

1. Rich results test

The fastest and the easiest way to check the work of rich snippets is to use Rich Results test which is there to help you test the schema markup and see if it can generate rich results. Remember that this is still beta version of the test and the tool doesn’t support all existing rich result types or error types as Google expands this list constantly. 

google rich results test
*Rich Results test replaced Google’s Structured Data Testing Tool, which was used for the same purpose.

2. Google Search Console

You can check up which of rich results Google could or could not read from your website and troubleshoot all the errors. All you need to do is open the appropriate report in the navigation panel of the Search Console. Remember, that the report will only be visible if Search Console has data for that rich result type on your website, and the tool implements a report for that type. 

google search console

The report features summary page and a details page:

  • The summary page demonstrates all the errors, warnings and valid items on website over time, and an info about how many structured data items currently fall in each category.
  • The details page shows detailed info for a selected issue. 

To get more information about rich results reports in Google Search Console, check Search Console Help Center

My rich snippets do not appear in search results. What have I done wrong?

Some reasons of your rich snippets not appearing in SERP are in your control, and others are not. Let’s see the most widespread ones.

Google hasn’t crawled your website yet since you’ve made the last update

The first reason is quite simple – Google simply hasn’t crawled your website yet.

Solution: submit your new update URL to Google Search Console to request indexing. After that, Googlebot will scan your page. If your rich snippet haven’t appeared in search results after that, check your website for some other potential reasons.

Your structured data is configured incorrectly

As you implement structured data markup on your website, you can miss some required aspects of markup.

Solution: run Rich Result Test to see which structured data types are present on your website, and check highlighted errors and warnings.

You’re not following the structured data guidelines

Not following Google’s guidelines may lead to manual actions performed towards your website.

Solution: See the full list of structured data guidelines here and make sure you’ve done everything according to Google’s requirements.

Google is no longer showing review stars for your type of content

In 2019 Google announced that now it’s only showing review stars for a limited content set.

Solution: See the full list here and check if your content falls under one of these categories.

Multiple markup languages were used

There are three methods to implement structured data markup. Schema.org vocabulary can be utilized with a variety of encodings such as RDFa, Microdata, and JSON-LD.

Solution: use only one of the variants mentioned above, and don’t mix them as it can lead to incorrect displaying of rich snippets.

And other reasons

There are dozens of other reasons why your rich snippets aren’t working properly:

  • Google doesn’t review your website as reliable – your domain lacks authenticity.
  • You’re using organizational markup – itemscope. Mind that it rarely appears.
  • Rich snippets simply aren’t guaranteed by Google. Some people think that correct implementation of the structured data guarantees rich snippets. But it’s not so.

And you shouldn’t forget that sometimes all you need to do is simply wait – Google doesn’t discover marked up content instantly.

Google’s manual actions for markup spam

Trying to manipulate Google rating can lead to manual actions after assessors’ checkup.

For instance:

  • Stars are only used for articles and product cards.
  • Prices and price range are only for product cards. 

To remove a hit with manual action from your website, check Google recommendations on implementing the markup. Start following all the guidelines and send a reconsideration request to Google. Manual actions should be removed after a week or less. 

Conclusion

Rich snippets make your website visible and let you stand out from the majority not using it. By means of this feature you can boost your CTR and improve overall website SEO. Rich snippets continue to evolve that’s why it a sure thing almost any website needs to implement them.

Does your website has rich snippets? Did you ever face some difficulties while trying to add them on your website? Do you have any favorite rich snippets testing tools? Share your answers in comments!

Add widget with ready-made rich snippet to your website!

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