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How to Optimize for Rich Snippets: A Complete Guide

How to Optimize for Rich Snippets: A Complete Guide

Google Search was once about the brilliantly simple, easy to optimize for 10 blue links.

Then came a whole new user interface.

Google has evolved to address more and more different search result types and displays designed to better meet the needs of searchers – rich snippets.

It is no longer enough to rank for 10 blue links.

So what are rich snippets, why are they important in SEO, and how can you optimize for them? In this guide, you will learn about the different types of rich snippets and how to use structured data to help Google understand when your page may be the best option for a rich snippet.

Let’s get started!

What are Rich Snippets?

Rich snippets, Google’s search results are enhanced with additional data or functionality. These rich results add visual interest, more information and greater benefit to searchers.

Using your SEO strategy to target rich snippets can help increase your overall organic CTR (click-through rate).

Does Rich Snippets Help SEO?

While it is generally accepted that improving some aspects of your SEO improves some aspects of your SEO, Google’s John Mueller has mentioned that it is not a direct ranking factor:


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“In terms of using structured data in general for ranking, I think it’s a bit difficult.

So on the one hand, we use structured data to better understand the devices on a page and find out where the page is more relevant.

… But that does not mean that we would show it to more users, or that it would rank better. ”

As Roger Montti explains in this post, “It is important to note that although structured data does not currently exist as a ranking factor, it helps to communicate content factors on the page as the entities that are the subject of the page.”

Besides, Martin Splitt recently explained just because they do not use structured data now does not mean they will not use it in the future.

The different types of rich extracts

While there is a large selection of rich snippets available that can be optimized for, many of them apply to certain types of sites.


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We will examine some of the most common types of rich extracts, then we will look at how we can optimize them.

Product Markup.Music.Reviews.Events.Recipes.

Product marking

Markup is displayed for specific products – and it includes attributes such as price, availability and reviews.


This check box displays information about music, such as albums, their release dates, and more.


The review mark shows the star ratings under an excerpt in the search results. You can have up to a 5 out of 5 rating, where 5 is the highest and 1 is the lowest.


Marking events is necessary to provide information about specific events along with their location, time of event, their dates and more depending on what you want to show about the event.


When you use recipe selection, this allows you to include the structured data on your recipe site. And this only applies to recipes.

Rich Snippets vs Rich Results vs Featured Snippets

Some use the terms “rich results” and “rich excerpts” interchangeably. Rich extracts, however, are only one type of rich result.

You can explore all the different types of rich results in Google’s search gallery.

Rich results types like product, podcast, software app (currently in beta) and subpage links add more information and / or functionality to an existing search code snippet (result).

Other types of rich results add a whole new feature to the SERP, as is the case with recipe or movie carousels, job mailboxes, How to Carousels and more.

Check out this featured snippet excerpt for a deep dive into all available types of selected snippets in Google Search.

Because of this marked variation of selected excerpts and how they vary by industry, you may find it challenging to use it as part of your optimization strategy.

How do Rich Snippets work?

Structured data is a type of coding that highlights specific types of data on your site, making it easier for Google to understand the context of that data.

Say, for example, that you should create a Frequently Asked Questions Page (FAQ) that is about learning the piano effectively.


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You use the structured data type with frequently asked questions to do so.

Structured data allows Google to fully understand and display the actual data. It adds context and displays attributes that Google loves.

This allows you to take a more proactive approach and ensure that you provide Google with this data in a way that you control, rather than waiting for AI’s understanding of what it thinks you want.

However, because it is not a direct ranking factor, structured data markup will not automatically lead your site to the top of the SERPs.

It helps the page win more clicks because this results in better and more useful information being displayed to Google users on the SERP.

For local SEO, you can expect to see some significant benefits from using structured data selection. Ecommerce fields or anyone with specific products can benefit from using structured data this way.

How do you optimize for a Rich Snippet?

First, build your selection of structured data. Then you need to test it.


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Finally, you can release your data to nature in the form of a final implementation.

Building your data

Optimization for the coveted piece of rich code includes several best practices, the first of which uses structured data.

Structured data allows you to optimize for your snippet in such a way that it includes all the basic information that the snippet needs, based on the type of data already in the vocabulary.

What is the vocabulary?

First of all, the vocabulary contains a complete dictionary of data types. These data types are all predefined depending on your topic and industry.

There is even lawyer structured data available in the vocabulary if you were so inclined.

Google supports structured data from, which is mapped to individual devices based on what Google already has in its database. By using structured data from, you optimize these devices.


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All major search engines support them, so you do not have to worry about tailoring to specific search engines.

Conducting research on helps you find the right data type match for the devices and topics you are optimizing for.

Once you have your correct data type, simply code the encoding.

You can use either standard HTML structured data or JSON-LD structured data.

Google’s web developer documentation has more information you can use to identify what to do depending on your optimization points.

Test your data

Next, it’s important to test your data with Google’s Rich Results Testing Tool. This has replaced the outdated test tool for structured data.

The testing process is generally quite simple:

Step 1: Copy your code.
Step 2: Enter your code or URL in the appropriate fields.
Step 3: Click Test Code.

Be sure to review and repair any defects covered by the tool.


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Implement your data

Once you have completed your tests and you find that everything is working well, you can implement the new data accordingly.

Measuring Rich Snippets performance

There are several ways you can measure the effectiveness of your rich snippets.

One is via Semrush, which guides you through the process step by step.

The second is through Ahrefs, which offers a guide that shows you how to use the filter for SERP features to track specific performance gains (and losses) for specific types of SERP snippets.

You can also implement tag tracking through Google Tag Manager. GTM tags can be used to mark pages with specific structured data, and you can use the insights gleaned from these reports to figure out how to actually perform using your own measurement tools.

Clearly, Rich Snippets are a great way to improve your online visibility

Some industries may not be well suited for certain forms of marketing in this medium, so it is important to make a thorough analysis of your industry that identifies opportunities where there are rich extracts to be obtained.


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By identifying your strategy from the start and working on implementing your data correctly, it is possible to increase your online visibility through rich snippets as an additional strategic advantage.

After all, the best strategy is a strategy that tackles multiple fronts, rather than focusing on individual results.

More resources:

Photo credits:

All screenshots taken by the author, June 2021

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