What are rich snippets?

Rich snippets are search results in which Google shows extra information from the page under the title, such as review stars, a price or a cooking time. The term is older than “rich results”, the name Google now uses for all enhanced search results, and in practice the two are often used as synonyms.

Why are rich snippets important?

Higher click appeal: extra information makes your result more attractive, although the effect differs per page.
Clear expectations: visitors already know what they will get, for example the price or the rating.
More space: your result takes up more room than a plain one.

Examples of rich snippets

A product page showing 4.6 stars, 120 reviews and the price
A recipe with a cooking time and calories
A software page with a rating and a price indication

How do you use rich snippets?

Mark up the details on your page with schema.org in JSON-LD, and only use information that visitors can also see on the page, such as genuine reviews. Test the markup with Google’s Rich Results Test. Google decides for itself whether the snippet appears. Read more under technical SEO.

Rich snippets