{"id":2228,"date":"2024-03-26T08:58:13","date_gmt":"2024-03-26T07:58:13","guid":{"rendered":"https:\/\/www.seobility.net\/?p=2228"},"modified":"2025-07-25T13:47:51","modified_gmt":"2025-07-25T13:47:51","slug":"rich-snippets","status":"publish","type":"post","link":"https:\/\/www.seobility.net\/en\/blog\/rich-snippets\/","title":{"rendered":"Rich Snippets: Everything You Need To Know"},"content":{"rendered":"<p>Want to learn how rich snippets can help you get more traffic from Google?<\/p>\n<p>You\u2019re in the right place!<\/p>\n<p>In this guide, you\u2019ll find out:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">how rich snippets will help your website stand out in today\u2019s crowded search results,<\/li>\n<li style=\"font-weight: 400;\">how to get them,<\/li>\n<li style=\"font-weight: 400;\">and how that extra search visibility will lead to extra clicks (and more potential customers)<\/li>\n<\/ul>\n<p>Here\u2019s a full list of what\u2019s inside:<br \/>\n<div class=\"toc-container\"><div class=\"toc-h3\">Content<\/div><ul class=\"toc-list\"><li><a href='#content-what-are-rich-snippets' class='toc-link toc-link-level-2'>What are rich snippets?<\/a><\/li><li><a href='#content-rich-snippets-vs-rich-results-what-s-the-difference' class='toc-link toc-link-level-2'>Rich snippets vs rich results - what\u2019s the difference?<\/a><\/li><li><a href='#content-how-rich-snippets-can-increase-your-traffic-from-google' class='toc-link toc-link-level-2'>How rich snippets can increase your traffic from Google<\/a><\/li><li><a href='#content-how-to-qualify-for-rich-snippets' class='toc-link toc-link-level-2'>How to qualify for rich snippets<\/a><\/li><li><a href='#content-should-you-use-microdata-or-json-ld' class='toc-link toc-link-level-2'>Should you use Microdata or JSON-LD?<\/a><\/li><li><a href='#content-will-adding-schema-improve-your-rankings' class='toc-link toc-link-level-2'>Will adding schema improve your rankings?<\/a><\/li><li><a href='#content-which-rich-snippet-format-is-right-for-you' class='toc-link toc-link-level-2'>Which rich snippet format is right for you?<\/a><\/li><li><a href='#content-testing-rich-snippets-and-schema' class='toc-link toc-link-level-2'>Testing rich snippets and schema<\/a><\/li><li><a href='#content-testing-the-major-ecommerce-providers' class='toc-link toc-link-level-2'>Testing the major Ecommerce providers<\/a><\/li><li><a href='#content-getting-the-most-out-of-rich-snippets' class='toc-link toc-link-level-2'>Getting the most out of rich snippets<\/a><\/li><li><a href='#content-rich-snippet-spam' class='toc-link toc-link-level-2'>Rich snippet spam<\/a><\/li><li><a href='#content-rich-snippet-faqs' class='toc-link toc-link-level-2'>Rich snippet FAQs<\/a><\/li><li><a href='#content-over-to-you' class='toc-link toc-link-level-2'>Over to you!<\/a><\/li><\/ul><\/div><br \/>\nReady to dive in?<\/p>\n<p>Before we get to the cool stuff, let\u2019s start with a definition.<\/p>\n<h2 id='content-what-are-rich-snippets'>What are rich snippets?<\/h2>\n<p>Rich snippets are enhanced search results that provide additional information to searchers on the contents of a page. Google and other search engines use <a href=\"https:\/\/www.seobility.net\/en\/wiki\/Structured_Data\" target=\"_blank\" rel=\"noopener\">structured data<\/a> contained within the HTML or Javascript of a webpage to form these snippets.<\/p>\n<h2 id='content-rich-snippets-vs-rich-results-what-s-the-difference'>Rich snippets vs rich results &#8211; what\u2019s the difference?<\/h2>\n<p>Rich results refer to the same thing as rich snippets. This can sometimes lead to confusion since they are two distinct terms that refer to the exact same thing.<\/p>\n<p>Google seems to <a href=\"https:\/\/support.google.com\/webmasters\/answer\/7506797?hl=en\" target=\"_blank\" rel=\"noopener\">prefer the term rich result<\/a> over the terms rich snippet and rich cards &#8211; both of which can be used in place of rich result.<\/p>\n<p>In the SEO community, both rich snippet and rich result are commonly used. For this post, however, we\u2019ll stick to rich snippet.<\/p>\n<h2 id='content-how-rich-snippets-can-increase-your-traffic-from-google'>How rich snippets can increase your traffic from Google<\/h2>\n<p>In short: visibility.<\/p>\n<p>These days, a typical search result can look like this:<\/p>\n<div style=\"width: 600px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-2228-1\" width=\"600\" height=\"318\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/webm\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/serp_scroll.webm?_=1\" \/><a href=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/serp_scroll.webm\">https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/serp_scroll.webm<\/a><\/video><\/div>\n<p>This means that if your search result looks like this:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2239\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-1.png\" alt=\"google search result\" width=\"800\" height=\"153\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-1.png 800w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-1-768x147.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>It\u2019s going to be super hard to grab a searcher\u2019s attention. You\u2019re going to get lost in the crowd.<\/p>\n<p>But add structured data and your search result could look like this:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2241\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema.png\" alt=\"google search result with product schema\" width=\"800\" height=\"181\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema.png 800w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema-768x174.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Which is going to give you a fighting chance.<\/p>\n<p>The good news:<\/p>\n<p>It\u2019s super simple to do.<\/p>\n<p>The bad news:<\/p>\n<p>Google won\u2019t always display your rich snippets. But more on that later.<\/p>\n<h2 id='content-how-to-qualify-for-rich-snippets'>How to qualify for rich snippets<\/h2>\n<p>For your webpage to be eligible for rich snippets, you\u2019ll need to add a specific type of structured markup to your HTML called \u201cschema\u201d.<\/p>\n<p>So what\u2019s schema?<\/p>\n<p>Well, search engines are smart. But they\u2019re not as smart as you.<\/p>\n<p>Take a look at the following screenshot:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2245\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/iphone11-pic.png\" alt=\"iphone 11 page\" width=\"874\" height=\"819\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/iphone11-pic.png 874w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/iphone11-pic-768x720.png 768w\" sizes=\"(max-width: 874px) 100vw, 874px\" \/><\/p>\n<p>In a few seconds, you\u2019ll figure out that:<\/p>\n<ul>\n<li>this is an iPhone 11 Pro,<\/li>\n<li>it\u2019s got 4.5(ish) stars,<\/li>\n<li>it\u2019s going to cost you \u00a341.99 a month<\/li>\n<\/ul>\n<p>A search engine on the other hand\u2026<\/p>\n<p>\u2026well, it might make an educated guess.<\/p>\n<p>But unless you spoon -feed it the information, it\u2019s not going to be 100% sure. And it\u2019s definitely not going to be sure enough to display that additional information in a rich snippet.<\/p>\n<p>Schema is the spoon with which you feed it this information.<\/p>\n<p>You can implement schema in two ways. Let\u2019s start with the simplest.<\/p>\n<h3>1. Adding schema with microdata<\/h3>\n<p>For a basic product we might have the following HTML:<\/p>\n<pre>&lt;div&gt;\r\n\r\n&lt;h1&gt;iPhone 11 Pro&lt;\/h1&gt;\r\n\r\n&lt;img src=\"iphone11pro.jpg\" \/&gt;\r\n\r\n&lt;p&gt;This is an iPhone 11 pro.&lt;\/p&gt;\r\n\r\n&lt;p&gt;Price: \u00a341.99&lt;\/p&gt;\r\n\r\n&lt;p&gt;Availability: in stock&lt;\/p&gt;\r\n\r\n&lt;\/div&gt;<\/pre>\n<p>And that\u2019s actually reasonably well structured. But it\u2019s still not going to be 100% crystal clear to a search engine.<\/p>\n<p>So we can add schema microdata to remove any doubt.<\/p>\n<p>Here\u2019s how that would look for the example above.<\/p>\n<pre>&lt;div itemscope itemtype=\"https:\/\/schema.org\/Product\"&gt;\r\n\r\n&lt;h1 itemprop=\"name\"&gt;iPhone 11 Pro&lt;\/h1&gt;\r\n\r\n&lt;img src=\"iphone11pro.jpg\" itemprop=\"image\" \/&gt;\r\n\r\n&lt;p itemprop=\"description\"&gt;This is an iPhone 11 pro.&lt;\/p&gt;\r\n\r\n&lt;div itemprop=\"offers\" itemscope itemtype=\"https:\/\/schema.org\/Offer\"&gt;\r\n\r\n&lt;p&gt;Price: &lt;span itemprop=\"priceCurrency\" content=\"GBP\"&gt;\u00a3&lt;\/span&gt;\r\n\r\n&lt;span itemprop=\"price\"&gt;41.99&lt;\/span&gt;&lt;\/p&gt;\r\n\r\n&lt;link itemprop=\"availability\" href=\"https:\/\/schema.org\/InStock\" \/&gt;\r\n\r\n&lt;p&gt;Availability: in stock&lt;\/p&gt;\r\n\r\n&lt;\/div&gt;\r\n\r\n&lt;\/div&gt;<\/pre>\n<p>Breaking that down, we\u2019ve got our parent entity, a product:<\/p>\n<pre>&lt;div itemscope itemtype=\"https:\/\/schema.org\/Product\"&gt;<\/pre>\n<p>We have its name, image and description:<\/p>\n<pre>&lt;h1 itemprop=\"name\"&gt;iPhone 11 Pro&lt;\/h1&gt;\r\n\r\n&lt;img src=\"iphone11pro.jpg\" itemprop=\"image\" \/&gt;\r\n\r\n&lt;p itemprop=\"description\"&gt;This is an iPhone 11 pro.&lt;\/p&gt;<\/pre>\n<p>We then have our offer, which is nested inside the parent product:<\/p>\n<pre>&lt;div itemprop=\"offers\" itemscope itemtype=\"https:\/\/schema.org\/Offer\"&gt;<\/pre>\n<p>Which includes currency, price, and availability.<\/p>\n<pre>&lt;p&gt;Price: &lt;span itemprop=\"priceCurrency\" content=\"GBP\"&gt;\u00a3&lt;\/span&gt;\r\n\r\n&lt;span itemprop=\u201dprice\u201d&gt;41.99&lt;\/span&gt;&lt;\/p&gt;\r\n\r\n&lt;link itemprop=\"availability\" href=\"https:\/\/schema.org\/InStock\" \/&gt;\r\n\r\n&lt;p&gt;Availability: in stock&lt;\/p&gt;<\/pre>\n<p>We then close off the offer.<\/p>\n<pre>&lt;\/div&gt;<\/pre>\n<p>And finally, close off the parent product entity.<\/p>\n<pre>&lt;\/div&gt;<\/pre>\n<p>We can then validate our code using the \u201cCode Snippet\u201d option in <a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noopener\">Google\u2019s Rich Results Test tool<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-3892\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2021\/02\/rich-results-test1.png\" alt=\"rich results test\" width=\"781\" height=\"554\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2021\/02\/rich-results-test1.png 781w, https:\/\/www.seobility.net\/wp-content\/uploads\/2021\/02\/rich-results-test1-768x545.png 768w\" sizes=\"(max-width: 781px) 100vw, 781px\" \/><\/p>\n<p>And we can see that Google has correctly interpreted the code:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-7818\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-test.png\" alt=\"rich results test\" width=\"961\" height=\"719\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-test.png 961w, https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-test-768x575.png 768w\" sizes=\"(max-width: 961px) 100vw, 961px\" \/><\/p>\n<p>Which means we\u2019ll be eligible for a product rich snippet in search results, with price and stock status shown.<\/p>\n<div style=\"background: #ffff99; padding: 20px; border: 3px solid #e3e3e3; margin-bottom: 30px;\">\n<p>If you\u2019re not familiar with HTML\/XML, we realize this might be a little tricky to follow.<\/p>\n<p>So we\u2019d recommend reading the following:<\/p>\n<ul>\n<li><a href=\"https:\/\/schema.org\/docs\/gs.html\" target=\"_blank\" rel=\"noopener noreferrer\">Getting started with schema.org using Microdata<\/a><\/li>\n<li><a href=\"https:\/\/schema.org\/Product\" target=\"_blank\" rel=\"noopener noreferrer\">Schema.org, Product<\/a><\/li>\n<\/ul>\n<\/div>\n<h3>2. Adding schema with JSON-LD<\/h3>\n<p>JSON-LD stands for JavaScript Object Notation for Linked Data.<\/p>\n<p>Which sounds intimidating\u2026<\/p>\n<p>But for our purposes, all you need to know is that it\u2019s a way to include schema data in Javascript, rather than in microdata added to your HTML tags.<\/p>\n<p>(If you want to know more about how it works <a href=\"https:\/\/moz.com\/blog\/json-ld-for-beginners\" target=\"_blank\" rel=\"noopener\">check out this guide from Moz<\/a>)<\/p>\n<p>Instead of the HTML above, we could add the following script to our page:<\/p>\n<pre>&lt;script type=\"application\/ld+json\"&gt;\r\n\r\n{\r\n\r\n\"@context\": \"https:\/\/schema.org\/\",\r\n\r\n\"@type\": \"Product\",\r\n\r\n\"name\": \"iPhone 11 Pro\",\r\n\r\n\"image\": \"iphone11pro.jpg\",\r\n\r\n\"description\": \"This is an iPhone 11 pro.\",\r\n\r\n\"offers\": {\r\n\r\n\"@type\": \"Offer\",\r\n\r\n\"url\": \"\",\r\n\r\n\"priceCurrency\": \"GBP\",\r\n\r\n\"price\": \"41.99\",\r\n\r\n\"availability\": \"https:\/\/schema.org\/InStock\"\r\n\r\n}\r\n\r\n}\r\n\r\n&lt;\/script&gt;<\/pre>\n<p>And Google would interpret it in the same way as our microdata example:<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-7795 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-tes.png\" alt=\"rich results test\" width=\"958\" height=\"722\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-tes.png 958w, https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-tes-768x579.png 768w\" sizes=\"(max-width: 958px) 100vw, 958px\" \/><\/p>\n<p>If you\u2019re not comfortable with Javascript, then you can <a href=\"https:\/\/technicalseo.com\/tools\/schema-markup-generator\/\" target=\"_blank\" rel=\"noopener\">use this free tool to generate JSON-LD schema<\/a>.<\/p>\n<h2 id='content-should-you-use-microdata-or-json-ld'>Should you use Microdata or JSON-LD?<\/h2>\n<p>You can use either format to implement your schema. Both formats will make your pages eligible for rich snippets.<\/p>\n<p>But if you have the option, then I\u2019d recommend going for JSON-LD.<\/p>\n<p>Why?<\/p>\n<p>Because <a href=\"https:\/\/www.searchenginejournal.com\/google-structured-data-preference\/297479\/#close\" target=\"_blank\" rel=\"noopener\">according to Google\u2019s John Mueller<\/a>, that\u2019s what they prefer.<\/p>\n<blockquote><p>\u201cWe currently prefer JSON-LD markup. I think most of the new structured data that are kind of come out for JSON-LD first. So that\u2019s what we prefer.\u201d<\/p><\/blockquote>\n<p>Also, it\u2019s far easier to manage since it\u2019s added in a &lt;script&gt; tag in the header or body of a page.<\/p>\n<p>This means that you don\u2019t need to make changes to the HTML\u2019s structure when updating your schema markup.<\/p>\n<p><i>Sidenote: Luckily, for those of you who don\u2019t feel comfortable writing your own schema code, many modern CMSs can auto-generate common schema types for rich snippets.<\/i><\/p>\n<p><i>This is usually done through a built-in feature or by using plugins, saving a ton of time and effort. In general, auto-generated schema uses JSON-LD.\u00a0<\/i><\/p>\n<h2 id='content-will-adding-schema-improve-your-rankings'><strong>Will adding schema improve your rankings?<\/strong><\/h2>\n<p>Google evaluates a TON of factors to decide where your page should rank.<\/p>\n<p>But the mere presence of structured data (schema) is almost certainly not one of them. It would be too easy to manipulate.<\/p>\n<p>In other words, if two pages already rank on page one for a keyword, and:<\/p>\n<ul>\n<li>Page A has schema<\/li>\n<li>Page B does not have schema<\/li>\n<\/ul>\n<p>Page A has no immediate advantage over page B.<\/p>\n<p>However\u2026<br \/>\nWe know that schema helps Google to understand what a page is about. And according to this tweet from John Mueller, that \u201cmight make it easier to show where it\u2019s relevant\u201d.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\" data-twitter-extracted-i1708459797483214956=\"true\">\n<p dir=\"ltr\" lang=\"en\">There&#8217;s no generic ranking boost for SD usage. That&#8217;s the same as far as I remember. However, SD can make it easier to understand what the page is about, which can make it easier to show where it&#8217;s relevant (improves targeting, maybe ranking for the right terms). (not new, imo)<\/p>\n<p>\u2014 I am John (@JohnMu) <a href=\"https:\/\/twitter.com\/JohnMu\/status\/980902538865205248?ref_src=twsrc%5Etfw\">April 2, 2018<\/a><\/p><\/blockquote>\n<p>Which is a bit cryptic.<\/p>\n<p>But here\u2019s a way that statement could be interpreted.<\/p>\n<ul>\n<li>Page B is a product page, but also includes a large 2,000-word description of the product<\/li>\n<li>Google is unsure whether to show the page more frequently for transactional (\u201cbuy X\u201d) or informational (\u201cwhat is X\u201d) queries<\/li>\n<li>The addition of product schema gives Google clarity that transactional queries would be the best fit<\/li>\n<\/ul>\n<p>So while adding schema won\u2019t move you from position 5 to position 4\u2026<\/p>\n<p>\u2026it MAY help Google show your page for more relevant queries.<\/p>\n<h3>Improved CTR may lead to improved rankings<\/h3>\n<p>Does Google use <a href=\"https:\/\/www.seobility.net\/en\/wiki\/ctr-click-through-rate\" target=\"_blank\" rel=\"noopener\">click-through rate (CTR)<\/a> to directly influence rankings?<\/p>\n<p>Depends on which article or study you read.<\/p>\n<p>In the blue corner (it does) we have:<\/p>\n<ul>\n<li><a href=\"https:\/\/searchengineland.com\/yes-click-rate-ranking-signal-225873\" target=\"_blank\" rel=\"noopener\">This experiment<\/a> by Cesarino Morellato and Andrea Scarpetta<\/li>\n<li>And <a href=\"https:\/\/sparktoro.com\/blog\/queries-clicks-influence-googles-results\/\" target=\"_blank\" rel=\"noopener\">this one<\/a> from Rand Fishkin<\/li>\n<\/ul>\n<p>And in the red corner (it doesn\u2019t) we have:<\/p>\n<ul>\n<li><a href=\"https:\/\/blogs.perficient.com\/2016\/04\/27\/why-ctr-isnt-a-ranking-factor\/\" target=\"_blank\" rel=\"noopener\">This study<\/a> by Eric Enge<\/li>\n<li><a href=\"https:\/\/searchengineland.com\/ctr-ranking-factor-227162\" target=\"_blank\" rel=\"noopener\">This one<\/a> from Bartosz G\u00f3ralewicz<\/li>\n<\/ul>\n<p><a href=\"https:\/\/dantaylor.online\/blog\/is-ctr-a-ranking-factor\/\" target=\"_blank\" rel=\"noopener\">This article by Dan Taylor<\/a> does a good job of summing up the arguments.<\/p>\n<p>Google also regularly weighs in on the topic.<\/p>\n<p>For example, there are <a href=\"https:\/\/www.seroundtable.com\/google-ctr-dwell-time-signals-myths-27083.html\" target=\"_blank\" rel=\"noopener\">numerous statements<\/a> from Google that would suggest Google doesn\u2019t use CTR to influence rankings.<\/p>\n<p>However, recent revelations in documents made public during Google\u2019s antitrust trial seem to support the fact that <a href=\"https:\/\/searchengineland.com\/former-googler-google-using-clicks-in-rankings-432401\" target=\"_blank\" rel=\"noopener\">Google uses clicks in rankings<\/a>.<\/p>\n<p>They have also confirmed they use click data for training, personalization and controlled experiments.<\/p>\n<p>This doesn\u2019t necessarily mean they use CTR specifically, but it does hint at user signals playing an important role in search ranking.<\/p>\n<p>This <a href=\"https:\/\/searchengineland.com\/google-search-ranking-documents-434141\" target=\"_blank\" rel=\"noopener\">post by Search Engine Land<\/a> goes into a number of documents that support the idea that Google uses various user interaction signals in its ranking algorithms.<\/p>\n<p>So, as expected, Google isn\u2019t being entirely transparent\u2026<\/p>\n<p>But one thing\u2019s for sure:<\/p>\n<p>More clicks = more eyeballs on your content = more potential links. And links DEFINITELY influence rankings.<\/p>\n<p>So even if CTR is not a direct ranking factor\u2026<\/p>\n<p>\u2026an improved CTR is going to lead to many of the good things (like traffic, mentions and links) that will improve your rankings.<\/p>\n<p>To summarize:<\/p>\n<ol>\n<li>Schema markup won\u2019t directly influence rankings. There\u2019s no immediate boost.<\/li>\n<li>But it may help Google understand which queries (or query types) to show your page for.<\/li>\n<li>Adding schema makes your page eligible for rich snippets.<\/li>\n<li>Rich snippets can boost your CTR, which may not influence rankings directly, but will help with other factors that can.<\/li>\n<\/ol>\n<p>Or long story short:<\/p>\n<p>Yes, adding schema can improve your rankings. Probably not directly, but definitely indirectly.<\/p>\n<h2 id='content-which-rich-snippet-format-is-right-for-you'><strong>Which rich snippet format is right for you?<\/strong><\/h2>\n<p>So schema is the \u201chow\u201d.<\/p>\n<p>Your next task is to figure out which type of rich snippet is right for you.<\/p>\n<p>Because there are LOTS of options!<\/p>\n<p>The simplest way to break this down is by business type.<\/p>\n<p>While this is not hard and fast, the following should give you a good indication of the type of rich snippet that will be most effective for your website.<\/p>\n<p><b>Note:<\/b> I should also point out that this list is far from exhaustive. But I\u2019ve focused on the most common rich snippet formats.<\/p>\n<h3>Ecommerce sites<\/h3>\n<p>If you\u2019re running an Ecommerce store, you\u2019ll want product details (price, stock status) and ideally review stars on your snippet.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2241\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema.png\" alt=\"google search result with product schema\" width=\"800\" height=\"181\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema.png 800w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/search-result-product-schema-768x174.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Which means that \u201cProduct schema\u201d is what you need to implement.<\/p>\n<p>Easy peasy.<\/p>\n<p>(the good news is that most Ecommerce systems are set up with this in place out of the box; more on that later)<\/p>\n<h3>Review sites<\/h3>\n<p>Running a review site? You\u2019ll want your ratings for each article, and generally, the name of the reviewer, to show up on Google.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2248\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/review-schema2.png\" alt=\"product review rich snippet\" width=\"698\" height=\"161\" \/><\/p>\n<p>So you might think that \u201cReview schema\u201d is what you need to add.<\/p>\n<p>And it can be\u2026<\/p>\n<p>But actually, if you\u2019re reviewing a product, you can also use Product schema (with \u201cReview\u201d as a section).<\/p>\n<p>Which is exactly what TechRadar have done.<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-2249 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/review-schema.png\" alt=\"techradar product schema\" width=\"959\" height=\"381\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/review-schema.png 959w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/review-schema-768x305.png 768w\" sizes=\"(max-width: 959px) 100vw, 959px\" \/><\/p>\n<p>So which should you use?<\/p>\n<p>Either. Your rich snippet will be the same.<\/p>\n<p>But I\u2019d be leaning towards Product schema.<\/p>\n<p>Why? Because that\u2019s what most of the big boys do.<\/p>\n<p>On a Google search for \u201ciPhone 11 pro review\u201d 5 out of the 8 organic results on the first page had schema in place.<\/p>\n<p>And all of them opted for Product schema.<\/p>\n<h3>Content sites<\/h3>\n<p>General content site?<\/p>\n<p>You have a few options!<\/p>\n<p>Until recently, FAQ and HowTo schema were some of the best options for content sites to add.<\/p>\n<p>FAQ schema gave you rich snippets like this (mobile):<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2273\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/how-to-snippet1-1.png\" alt=\"HowTo rich snippet\" width=\"367\" height=\"425\" \/><\/p>\n<p>And this (desktop):<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-2484 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/how-to-schema-desktop.png\" alt=\"desktop how-to snippet\" width=\"793\" height=\"605\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/how-to-schema-desktop.png 793w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/05\/how-to-schema-desktop-768x586.png 768w\" sizes=\"(max-width: 793px) 100vw, 793px\" \/><\/p>\n<p>However, both of these rich snippets are <a href=\"https:\/\/developers.google.com\/search\/blog\/2023\/08\/howto-faq-changes\" target=\"_blank\" rel=\"noopener\">no longer shown in Google SERPs<\/a>.<\/p>\n<p>Instead, you can opt for <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/article\" target=\"_blank\" rel=\"noopener\">article structured data.<\/a><\/p>\n<p>This doesn\u2019t have the same impact as FAQ and HowTo schema once did.<\/p>\n<p>But it does help Google understand more about your web pages and show better title text, images and date information &#8211; clearly showing that your posts are relevant and up-to-date.<\/p>\n<p>Here\u2019s an example of how Google displays News articles in its search results:<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-7796 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/Google-displays-News-article.png\" alt=\"News articles search results\" width=\"734\" height=\"423\" \/><\/p>\n<h3>Recipe sites<\/h3>\n<p>Does your site feature recipes? There\u2019s a rich snippet for that.<\/p>\n<p>And it looks awesome\u2026<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2253\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipe-rich-snippet.png\" alt=\"recipe rich snippet\" width=\"951\" height=\"244\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipe-rich-snippet.png 951w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipe-rich-snippet-768x197.png 768w\" sizes=\"(max-width: 951px) 100vw, 951px\" \/><\/p>\n<p>In the rich snippet above we can see that, in addition to a picture and rating, Google has included total time and number of calories.<\/p>\n<p>But even better than that\u2026<\/p>\n<p>Adding recipe schema makes a page eligible for the \u201cRecipes\u201d block, which is displayed above the regular organic results:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2254\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipes-rich-snippets2.png\" alt=\"recipe rich snippets 2\" width=\"895\" height=\"963\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipes-rich-snippets2.png 895w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/recipes-rich-snippets2-768x826.png 768w\" sizes=\"(max-width: 895px) 100vw, 895px\" \/><\/p>\n<p>Here\u2019s <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/recipe\" target=\"_blank\" rel=\"noopener\">Google\u2019s guide on how to do it<\/a>.<\/p>\n<h3>Events<\/h3>\n<p>Got an event (or events) coming up? Add Event schema for rich snippets like this:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2255\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/event-schema.png\" alt=\"event rich snippet\" width=\"807\" height=\"301\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/event-schema.png 807w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/event-schema-768x286.png 768w\" sizes=\"(max-width: 807px) 100vw, 807px\" \/><\/p>\n<p>We get dates and venues right in the snippet.<\/p>\n<p>And as an added bonus, those links are clickable. Clicking the first one takes me straight to the booking page for the Stade Pierre Mauroy.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2256\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/pm-france.png\" alt=\"paul mccartney gig\" width=\"1090\" height=\"364\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/pm-france.png 1090w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/pm-france-768x256.png 768w\" sizes=\"(max-width: 1090px) 100vw, 1090px\" \/><\/p>\n<p>So not only do we get increased visibility in search, we should up our conversion rate too.<\/p>\n<p>Nice!<\/p>\n<h3>Video rich snippets<\/h3>\n<p>Video embedded on your page? Add VideoObject schema and Google may show a video preview beside your listing in the SERPs.<\/p>\n<p>Golf Channel include VideoObject schema on most of their pages. Which makes for some eye catching search results\u2026<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2257\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/golf-channel-video-snippets.png\" alt=\"video rich snippets\" width=\"953\" height=\"686\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/golf-channel-video-snippets.png 953w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/golf-channel-video-snippets-768x553.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/><\/p>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/video\" target=\"_blank\" rel=\"noopener\">Find out how it\u2019s done here<\/a>.<\/p>\n<h3>Pro tip: reverse engineer your competitor\u2019s rich snippets<\/h3>\n<p>Not sure which rich snippet format is right for you?<\/p>\n<p>Browse through some search results in your niche and take a look at what your competitors are doing.<\/p>\n<p>And when you spot a rich snippet format you like\u2026<\/p>\n<p>\u2026grab the URL and plug it into <a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noopener\">Google\u2019s Rich Results Test tool<\/a>.<\/p>\n<p>If we do that for one of the Golf Channel videos above, we can see they have the VideoObject schema in place.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-3895\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2021\/02\/golfchannel-schema.png\" alt=\"golfchannel schema\" width=\"724\" height=\"636\" \/><\/p>\n<p>So now all we need to do is add the same schema to our page and we have a shot at grabbing a similar rich snippet.<\/p>\n<h3>Picked your rich snippet format?<\/h3>\n<p>That\u2019s a quick overview of the most common rich snippet formats currently supported by Google.<\/p>\n<p>But there are loads more\u2026.<\/p>\n<p>\u2026like Q&amp;A rich snippets, music, and flights.<\/p>\n<p>Google won\u2019t show a rich snippet for EVERY type of schema. But as they\u2019re always tweaking their layouts, that\u2019s not to say they won\u2019t add (or remove) more formats in the future.<\/p>\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/structured-data\/search-gallery\" target=\"_blank\" rel=\"noopener\">Here\u2019s a handy list<\/a> of all rich results currently supported by Google.<\/p>\n<p>And this video from Search Engine Land discusses the difference between Schema.org and Google\u2019s use of structured data.<\/p>\n<p><iframe loading=\"lazy\" title=\"How can SEOs navigate differences between Schema.org and Google Structured Data?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ev3t3n4qek8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Finally, for completeness, here\u2019s a <a href=\"https:\/\/schema.org\/docs\/full.html\" target=\"_blank\" rel=\"noopener\">full list of schema types on schema.org<\/a>.<\/p>\n<h2 id='content-testing-rich-snippets-and-schema'>Testing rich snippets and schema<\/h2>\n<p>Chosen the rich snippet format that\u2019s right for you? Implemented the schema code on your website? It\u2019s time to test.<\/p>\n<p>There are two main tools you can use for testing:<\/p>\n<ul>\n<li>Google\u2019s \u201c<a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noopener\">Rich Results Test<\/a>\u201d tool<\/li>\n<li>Schema.org\u2019s <a href=\"https:\/\/validator.schema.org\/\" target=\"_blank\" rel=\"noopener\">Schema Markup Validator<\/a><\/li>\n<\/ul>\n<p>Here\u2019s how (and when) to use them.<\/p>\n<h3>Use the Schema Markup Validator to validate ALL your schema<\/h3>\n<p>The Schema Markup Validator is not specifically designed for rich snippets. It\u2019s a tool for validating ALL schema on a webpage.<\/p>\n<p>You should use it whenever you add any new schema (for rich snippets or otherwise) to make sure everything is validating correctly.<\/p>\n<p>(or if you\u2019re not sure which schema is already installed on your site, you can use the tool to check!)<\/p>\n<p>Just <a href=\"https:\/\/validator.schema.org\/\" target=\"_blank\" rel=\"noopener\">go to the tool<\/a>, enter a URL, and hit \u201cRun Test\u201d.<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-7797 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/structured-data-testing-tool.png\" alt=\"Test your structured data\" width=\"647\" height=\"317\" \/><\/p>\n<p>The tool will show you which schema types were detected on the page, and notify you of any errors or warnings.<\/p>\n<p>In the example below we can see that Google has detected both \u201cArticle\u201d and \u201cHow To\u201d schema.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2260\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-detected.png\" alt=\"detected schema\" width=\"950\" height=\"233\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-detected.png 950w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-detected-768x188.png 768w\" sizes=\"(max-width: 950px) 100vw, 950px\" \/><\/p>\n<p>And we can click on a schema type to view the data.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2261\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-howto-warnings.png\" alt=\"schema HowTo warnings\" width=\"929\" height=\"645\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-howto-warnings.png 929w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-howto-warnings-768x533.png 768w\" sizes=\"(max-width: 929px) 100vw, 929px\" \/><\/p>\n<p>You\u2019ll need to fix any errors.<\/p>\n<p>But generally, warnings are safe to ignore. They won\u2019t stop your rich snippets from being displayed. Although, if you can fix them\u2026 then fix them!<\/p>\n<p>Once we\u2019re happy that everything is validating, we can use the rich results test tool.<\/p>\n<h3>Use the Rich Results Test Tool to preview your rich snippets<\/h3>\n<p>The Schema Markup Validator is super helpful.<\/p>\n<p>But what it doesn\u2019t do is let us preview how our snippet might look in search.<\/p>\n<p>That\u2019s where the <a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noopener\">Rich Results Test tool<\/a> comes in!<\/p>\n<p>Again, we\u2019ll start by plugging in a URL.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2262\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/rich-results-test-url.png\" alt=\"rich results test URL\" width=\"794\" height=\"303\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/rich-results-test-url.png 794w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/rich-results-test-url-768x293.png 768w\" sizes=\"(max-width: 794px) 100vw, 794px\" \/><\/p>\n<p>But this time, the tool will focus on schema that\u2019s eligible for rich results.<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-7798 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results.png\" alt=\"rich results test\" width=\"925\" height=\"799\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results.png 925w, https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/rich-results-768x663.png 768w\" sizes=\"(max-width: 925px) 100vw, 925px\" \/><\/p>\n<p>We can see warnings and errors.<\/p>\n<p>But what\u2019s really cool is we can also click \u201cPreview Results\u201d to see how our snippet could look on a Google results page.<\/p>\n<h3>Bonus: check Google Search Console for errors in existing schema<\/h3>\n<p>Google will also report errors and warnings for existing structured data in Search Console.<\/p>\n<p>You\u2019ll find the reports under \u201cEnhancements\u201d on the left menu.<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-7857 contentimage\" style=\"float: none;\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/search-console-enhancements.png\" alt=\"search console enhancements\" width=\"262\" height=\"251\" \/><\/p>\n<p>In this example we can see that Google has found several rich snippet formats, including Breadcrumbs, FAQ, and Videos.<\/p>\n<p>Clicking on one of the formats takes us to the relevant report:<\/p>\n<p><img decoding=\"async\" class=\"contentimage wp-image-7799 size-full\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/relevant-report.png\" alt=\"search console HowTo report\" width=\"838\" height=\"787\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/relevant-report.png 838w, https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/relevant-report-768x721.png 768w\" sizes=\"(max-width: 838px) 100vw, 838px\" \/><\/p>\n<p>And gives us a list of any errors and warnings for our markup.<\/p>\n<p>Even better\u2026<\/p>\n<p>Google will send you an email any time it discovers new errors in your schema.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2267\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/schema-error-email.png\" alt=\"schema error email\" width=\"658\" height=\"545\" \/><\/p>\n<p>So keep an eye on your inbox!<\/p>\n<h2 id='content-testing-the-major-ecommerce-providers'>Testing the major Ecommerce providers<\/h2>\n<p>Running an Ecommerce business?<\/p>\n<p>(No? <a href=\"https:\/\/www.seobility.net\/en\/blog\/rich-snippets\/#Case_study_How-to_rich_snippets\">Click here<\/a> if you want to skip the eCommerce part)<\/p>\n<p>Yes? I\u2019m sure you\u2019d rather focus on helping your customers and growing your sales than tweaking HTML and JavaScript.<\/p>\n<p>So I decided to test some of the major Ecommerce platforms to find out how well they supported product rich snippets.<\/p>\n<p>First, the good news:<\/p>\n<p>I set up demo stores on 4 of the largest Ecommerce platforms \u2014 Shopify, BigCommerce, Wix, and WooCommerce. I also tested an online demo of Magento.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2268\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-logos.jpg\" alt=\"ecommerce platform logos\" width=\"800\" height=\"252\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-logos.jpg 800w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-logos-768x242.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>All 5 platforms were eligible for Ecommerce rich snippets right out of the box.<\/p>\n<p>Nice!<\/p>\n<p>But let\u2019s be picky\u2026<\/p>\n<p>Because in an ideal world, we want our Ecommerce rich snippet to look like this:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2269\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-snippet.png\" alt=\"ecommerce snippet\" width=\"920\" height=\"215\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-snippet.png 920w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/ecommerce-snippet-768x179.png 768w\" sizes=\"(max-width: 920px) 100vw, 920px\" \/><\/p>\n<p>That\u2019s a review rating, price, and stock status. All the shiny things that will draw a searcher\u2019s attention.<\/p>\n<p>WooCommerce, BigCommerce, and Magento give us the full set with a default installation.<\/p>\n<p>Here\u2019s the mobile snippet from my demo WooCommerce store:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2270\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/woocommerce-mobile-snippet.png\" alt=\"woocommerce mobile rich snippet\" width=\"380\" height=\"533\" \/><\/p>\n<p>For Shopify you\u2019ll get pricing and stock status. But for the review snippet you\u2019ll need to install a product reviews app (various free + paid available).<\/p>\n<p><a href=\"https:\/\/support.wix.com\/en\/article\/corvid-tutorial-adding-ratings-and-reviews-to-a-wix-stores-site\">Ditto for Wix.<\/a><\/p>\n<p>But like I said, that\u2019s being picky. Installing an app is no big deal.<\/p>\n<p>And it\u2019s fair to say that all 5 Ecommerce platforms tested were well set up for rich snippets.<\/p>\n<p>So we don\u2019t need to worry, right?<\/p>\n<p>Well, not quite.<\/p>\n<p>Because I used the phrase \u201cout of the box\u201d for a reason\u2026<\/p>\n<h3>Always test your snippets when you install a new theme<\/h3>\n<p><b>Shopify:<\/b> we\u2019re all set for rich snippets!<\/p>\n<p><b>Fancy new theme:<\/b> hold my beer!<\/p>\n<p>The default themes on the major Ecommerce platforms are generally well- coded and set up for rich snippets.<\/p>\n<p>But once you\u2019ve configured the basics and added a few products what are you gonna\u2019 do?<\/p>\n<p>You\u2019re gonna\u2019 ditch that ugly default theme and go hunting for a fancy new one!<\/p>\n<p>And here\u2019s the thing:<\/p>\n<p>While most theme developers will pay attention to schema (and SEO optimization in general), some\u2026 well\u2026 they won\u2019t.<\/p>\n<p>So whenever you install a new theme on your site, run it through the <a href=\"https:\/\/search.google.com\/test\/rich-results\">rich results testing tool<\/a> to make sure your product schema is still in place.<\/p>\n<p>Because sometimes\u2026 it won\u2019t be.<\/p>\n<p>Or if it is\u2026 it might have errors.<\/p>\n<p>Either way, you can kiss goodbye to your rich snippets.<\/p>\n<p>Fortunately, it\u2019s fixable. Here\u2019s how to do it in Shopify.<\/p>\n<h4>Fixing missing product schema in Shopify<\/h4>\n<p>Product schema completely missing from your new theme?<\/p>\n<p>This one is easy.<\/p>\n<p>In Shopify\u2019s default theme, the product schema is generated by this code in product.liquid:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2271\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/product.liquid.png\" alt=\"product.liquid shopify\" width=\"1202\" height=\"603\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/product.liquid.png 1202w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/product.liquid-768x385.png 768w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/product.liquid-1200x603.png 1200w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" \/><\/p>\n<p>Just copy everything between &lt;script type=\u201dapplication\/ld+json\u201d&gt; and &lt;\/script&gt; and paste it into your new theme\u2019s product.liquid template.<\/p>\n<p>Important: don\u2019t overwrite anything else in that template. Paste the schema code underneath the existing code.<\/p>\n<h4>Fixing product schema errors in Shopify<\/h4>\n<p>If your product schema is returning errors you\u2019re going to have to get a little more forensic to figure out why.<\/p>\n<p>The Schema Markup Validator tool will let you know what the errors are.<\/p>\n<p>But you\u2019ll need to dig into your theme\u2019s templates to find the offending code and fix it.<\/p>\n<p>Generally, it\u2019s going to be:<\/p>\n<ul>\n<li>in the product.liquid template if it\u2019s a JSON implementation<\/li>\n<li>in the product-template.liquid template (under sections) if it\u2019s a microdata implementation<\/li>\n<\/ul>\n<p>But I\u2019ve come across some weird Shopify theme structures in the past, so that\u2019s not a guarantee\u2026<\/p>\n<p>Be careful as this is easier to break than a straight copy and paste.<\/p>\n<p>And ask your theme developer for help if you\u2019re not 100% confident in altering code. It\u2019s a bug after all, and something they should fix!<\/p>\n<p><b>Note:<\/b> A previous version of this article included a case study on the prevalence of how-to rich snippets in the next section. However, since <a href=\"https:\/\/developers.google.com\/search\/blog\/2023\/08\/howto-faq-changes\" target=\"_blank\" rel=\"noopener\">Google stopped showing how-to and FAQ rich snippets in September 2023<\/a>, the results are no longer relevant. If you&#8217;re still interested in the results, you can <a href=\"https:\/\/www.seobility.net\/en\/blog\/case-study-howto-rich-snippets\/\" target=\"_blank\" rel=\"noopener\">find the old case study content here<\/a>.<\/p>\n<h2 id='content-getting-the-most-out-of-rich-snippets'>Getting the most out of rich snippets<\/h2>\n<p>If you\u2019re planning to test rich snippets for a small number of pages to start, then you\u2019ll want to get the most bang for your buck.<\/p>\n<p>While it\u2019s certainly possible to get a rich snippet for a page that\u2019s not currently ranking on page one, the page isn\u2019t going to have huge visibility.<\/p>\n<p>As the saying goes:<\/p>\n<p>\u201cthe best place to bury a body is page 2 of a Google search\u201d<\/p>\n<p>So, for testing it\u2019s best to stick to pages already ranking on the first page.<\/p>\n<p>If you\u2019re using our keyword ranking monitor (<a href=\"https:\/\/www.seobility.net\/en\/keywordmonitoring\/\" target=\"_blank\" rel=\"noopener\">sign up for free here<\/a> if not), it\u2019s easy to find out which keywords are already ranking in the top positions.<\/p>\n<p>Just run the report, order by search volume (S.V.) and filter it to \u201cTop 10 rankings\u201d.<\/p>\n<p><a href=\"https:\/\/www.seobility.net\/en\/\" target=\"_blank\" rel=\"noopener\">Seobility<\/a> &gt; Rankings &gt; Order by S.V. &gt; Filter \u201cTop 10 Rankings\u201d<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-7854 contentimage\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/keyword-monitoring.png\" alt=\"keyword monitoring\" width=\"1300\" height=\"648\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/keyword-monitoring.png 1300w, https:\/\/www.seobility.net\/wp-content\/uploads\/2024\/02\/keyword-monitoring-768x383.png 768w\" sizes=\"(max-width: 1300px) 100vw, 1300px\" \/><\/p>\n<p>I would probably steer clear of anything ranking in position 1 (if it ain\u2019t broke, don\u2019t fix it!).<\/p>\n<p>But any keyword ranking between positions 2 and 8 will be a great one to test.<\/p>\n<p>If you successfully get the rich snippet, monitor the impact on CTR in Google Search Console. You can run the \u201cPerformance\u201d report, then click on an individual keyword to check its stats.<\/p>\n<p>Google Search Console &gt; Performance &gt; Click Keyword &gt; Select CTR<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2285\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/performance-ctr.png\" alt=\"search console CTR\" width=\"815\" height=\"610\" srcset=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/performance-ctr.png 815w, https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/performance-ctr-768x575.png 768w\" sizes=\"(max-width: 815px) 100vw, 815px\" \/><\/p>\n<p>Hopefully you\u2019ll see an upward trend!<\/p>\n<h2 id='content-rich-snippet-spam'>Rich snippet spam<\/h2>\n<p>Google giveth, and Google taketh away.<\/p>\n<p>Many rich snippet formats are automatic. You add the code, you get the rich snippet.<br \/>\nWhich means of course\u2026<\/p>\n<p>\u2026they\u2019re open to abuse.<\/p>\n<p>And Google doesn\u2019t like that one bit.<\/p>\n<p>(us SEOs just can\u2019t have nice things)<\/p>\n<p>Back in 2019, <a href=\"https:\/\/www.seroundtable.com\/google-updates-rules-reviews-rich-results-28232.html\" target=\"_blank\" rel=\"noopener\">they took action on what they called \u201cself serving reviews\u201d<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2286\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/self-serving-reviews.png\" alt=\"google rich snippet spam\" width=\"668\" height=\"530\" \/><\/p>\n<p>An action that was primarily aimed at local businesses.<\/p>\n<p>Before the update, a local business could simply add review schema to their HTML (or embed a third-party widget) and they\u2019d get 5 pretty little stars in their snippets:<\/p>\n<p><img decoding=\"async\" class=\"contentimage size-full wp-image-2476\" src=\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/04\/local-business-review-stars.png\" alt=\"local-business-review-stars\" width=\"615\" height=\"135\" \/><\/p>\n<p>Google decided that this was too easy to manipulate (being honest it was). And just like that, they took them away.<\/p>\n<p>In September of 2023, they also took away our FAQ and HowTo snippets &#8211; both of which provided <a href=\"https:\/\/www.seobility.net\/en\/blog\/case-study-howto-rich-snippets\/\" target=\"_blank\" rel=\"noopener\">a significant boost to the amount of SERP real estate<\/a> you could control.<\/p>\n<p>The lesson?<\/p>\n<p>Choose the schema format that is correct for your page, not the schema you think looks prettiest in a rich snippet.<\/p>\n<p>Because otherwise, they\u2019ll either <a href=\"https:\/\/www.seroundtable.com\/google-spammy-structured-markup-notifications-18061.html\" target=\"_blank\" rel=\"noopener\">shut you down<\/a>.<\/p>\n<p>Or they\u2019ll <a href=\"https:\/\/www.seroundtable.com\/review-rich-results-decline-google-28290.html\" target=\"_blank\" rel=\"noopener\">shut everyone down<\/a>.<\/p>\n<p>Which is NOT cool.<\/p>\n<h2 id='content-rich-snippet-faqs'>Rich snippet FAQs<\/h2>\n<p>There\u2019s a lot of information to take in here.<\/p>\n<p>So let\u2019s summarize.<\/p>\n<h3>What are rich snippets?<\/h3>\n<p>Rich snippets are enhanced search results which provide additional information to searchers on the contents of a page. Google and other search engines use structured data, contained within the HTML of a webpage, to form these snippets.<\/p>\n<h3>What\u2019s the benefit of rich snippets?<\/h3>\n<p>Rich snippets increase a page\u2019s visibility in search results and can lead to a higher click-through rate (CTR).<\/p>\n<h3>Do rich snippets impact SEO?<\/h3>\n<p>Yes, but indirectly. The inclusion of schema markup does not directly impact on rankings., However, improved CTR may improve a page\u2019s rankings over time. Rich snippets could therefore be classed as an indirect ranking factor. Additionally, search engine \u201coptimization\u201d is not just rankings, it also includes maximizing visibility in search and optimizing clicks.<\/p>\n<h3>How does a page qualify for rich snippets?<\/h3>\n<p>To be eligible for rich snippets a webpage should include structured data in the form of schema. Schema markup can be added via microdata, or JSON-LD.<\/p>\n<h3>Which rich snippet format should you choose?<\/h3>\n<p>The type of rich snippet that\u2019s right for your page will depend on the product, or service offered. Popular schema formats include \u201cProduct\u201d schema for Ecommerce sites, \u201cReview\u201d schema for review sites, and \u201cArticle\u201d schema for content sites.<\/p>\n<h3>Do Ecommerce systems include product schema \u201cout the box\u201d?<\/h3>\n<p>Most major Ecommerce systems include product schema by default. However, third- party themes and plugins may cause errors, or in some cases remove product schema entirely. Any changes to default configurations should therefore be tested with either Schema.org\u2019s Schema Markup Validator or Google\u2019s Rich Snippet Preview tool.<\/p>\n<h3>Will Google always show rich snippets?<\/h3>\n<p>Even when the correct schema is in place, Google will not always show rich snippets in search. Google may be using user signals or other indicators to determine when to show rich snippets.<\/p>\n<h2 id='content-over-to-you'>Over to you!<\/h2>\n<p>That\u2019s it for our guide to rich snippets.<\/p>\n<p>If you have any questions then please leave a comment below.<\/p>\n<p><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [{\n    \"@type\": \"Question\",\n    \"name\": \"What Are Rich Snippets?\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"Rich snippets are enhanced search results which provide additional information to searchers on the contents of a page. 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Google may be using user signals or other indicators to determine when to show rich snippets.\"\n    }\n  }]\n}\n<\/script><\/p>\n<p><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"Article\",\n  \"author\": {\n    \"@type\": \"Person\",\n    \"name\": \"David McSweeney\",\n    \"url\": \"https:\/\/uk.linkedin.com\/in\/david-mcsweeney-79840154\"\n  }\n  }\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Want to learn how rich snippets can help you get more traffic from Google? You\u2019re in the right place! In this guide, you\u2019ll find out: how rich snippets will help your website stand out in today\u2019s crowded search results, how to get them, and how that extra search visibility will lead to extra clicks (and [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":4875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[35,113,115],"tags":[],"class_list":["post-2228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-onpage-seo","category-technical-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rich Snippets: Everything You Need To Know - Seobility Blog<\/title>\n<meta name=\"description\" content=\"Want to increase your Google search traffic? 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