Home SEO News How to optimize rich snippets: the complete guide

How to optimize rich snippets: the complete guide


Once upon a time, Google search was the 10 blue links that were extremely simple and easy to optimize.

Then there is a brand new user interface.

Google has evolved to handle more and more different search result types and displays, aiming to better meet the needs of searchers-rich snippets.

It’s no longer enough to rank 10 blue links.

So what exactly are rich snippets, why are they important in SEO, and how to 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 pages might be the best choice for rich snippets.

let’s start!

What is a rich snippet?

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

Use your SEO strategy for positioning Rich snippets Can help increase your overall organic click-through rate (click-through rate).

Does Rich Snippets help SEO?

Although it is generally believed that tracking rich snippets by using the correct structured data tagging will improve certain aspects of your SEO, Google’s John Mueller Mentioned It is not a direct ranking factor:


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“Regarding the general use of structured data for ranking, I think this is a bit tricky.

Therefore, on the one hand, we do use structured data to better understand the entities on the page and find out where the page is more relevant.

…But this does not mean that we will show it to more users, or that it will rank higher. “

As Roger Montti explained in that article, “It is important to note that although structured data does not currently exist as a ranking factor, it does help convey page content factors, such as the entity that is the subject of the page.”

In addition, Martin Splitt recently explained Just because they don’t use structured data now doesn’t mean they won’t use it in the future.

Different types of rich clips

Although there are a variety of rich snippets for optimization, many of them are suitable for certain types of websites.


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We will study some of the most common types of rich snippets, and then we will study how to optimize for them.

  • Product marking.
  • music.
  • comment.
  • event.
  • recipe.

Product mark

The tag shows a specific product-it includes attributes such as price, availability, and review ratings.


This tag displays information about the music, such as album, release date, etc.

A screenshot of the music tag displayed in Google search results.


The comment tag will show the star rating below the snippet in search results. You can get up to 5 points (out of 5 points), with 5 points being the highest and 1 being the lowest.

A screenshot of the comment tag displayed in the Google SERP.


Event markers are necessary to provide information about a specific event and its location, event time, date, etc., depending on what you want to display about the event.

Screenshot of event marker


When you use recipe tags, this allows you to include structured data on the recipe website. Moreover, this only applies to recipes.

Screen shot of recipe markup generated in SERP.

Rich snippets vs. rich results vs. curated snippets

Some people use the terms “rich media search results” and “rich media snippets” interchangeably. However, rich snippets are just a rich search result.

You can Google’s search library.

Rich result types, such as product, podcast, Software application (Currently in beta), and Additional link Add more information and/or features to existing Search snippets (results).

Other types of rich media search results are completely added new The function of SERP is like recipe or the film Carousel, Recruitment notice box, how is it Carousel and so on.

View This article on selected snippets Learn more about all the featured snippet types available in Google Search.

Due to this significant change in the featured snippets and how they Varies by industry, You may find it challenging to use it as part of an optimization strategy.

How does the rich snippet work?

Structured data is an encoding that highlights specific types of data on a page, making it easier for Google to understand the context of that data.

For example, you want to create a Frequently Asked Questions (FAQ) page around effective piano learning.


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You will use Schema.org FAQ page structured data type In order to do this.

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

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

However, because it is not a direct ranking factor, structured data markup will not automatically push your website to the top of the SERP.

It will help the page win more clicks, because it will indeed show better and more useful information to Google users on the SERP.

For local SEO, you can expect some significant benefits from using structured data markup. Anyone in the e-commerce field or who owns a specific product can benefit from using structured data in this way.

How do you optimize rich clips?

First, you need to build structured data markup. Then you need to test it.


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Finally, you can publish the data to the wild in the form of final deployment.

Structure your data

Optimizing the coveted rich snippets includes several best practices, the first of which uses Schema.org structured data.

Structured data allows you to optimize a code segment based on the data types already in the Schema.org vocabulary in a way that contains all the basic information required for the code segment.

What is the Schema.org vocabulary?

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

If you want, you can even use attorney Schema.org structured data in the glossary.

A screenshot of the attorney schema markup data type on the Schema.org website.

Google supports Schema.org Structured data, They are mapped to entities based on the content already in the Google database. By using Schema.org structured data, you can optimize for these entities.


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All major search engines support them, so you don’t have to worry about customizing Schema.org for some search engines.

Researching Schema.org will help you find the correct data type match for the entities and topics you are optimizing.

Once you have the correct data type, all you have to do is to encode the markup.

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

Google’s web developer documentation You can use more information to determine what needs to be done based on the optimization point.

Test your data

Next, it’s important to test your data Google’s rich results testing tool. This has replaced the deprecated structured data testing tool.

The test process is usually very simple:

step 1: Copy your code.
Step 2: Paste your code or URL into the correct field.
Step 3: Click Test Code.

Be sure to check and fix any errors found by the tool.


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Deploy your data

After completing the test and finding that everything is ok, you can deploy the new data accordingly.

Measure the performance of rich code snippets

You can measure the effectiveness of rich snippets in many ways.

One is through Semrush, which will guide you step by step through the entire process.

The other is through Ahrefs, which provides a guide to show you how to use SERP feature filters to track specific performance gains (and losses) for certain types of SERP fragments.

You can also implement tag tracking in the following ways Google Tag Manager. GTM tags can be used to mark pages with specific structured data, and you can use the insights gathered from these reports to understand your actual performance with your own measurement tools.

Obviously, rich snippets are a great way to increase online visibility

Certain industries may not be suitable for certain types of marketing in this type of media, so it is important to conduct a thorough analysis of your industry to identify opportunities for enriching snippets.


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By identifying your strategy from the beginning and working to implement your data correctly, you can increase your online visibility through rich snippets as an additional strategic advantage.

After all, the best strategy is to deal with multiple aspects, rather than focusing on a single result.

More resources:

Image Source:

All screenshots taken by the author, June 2021


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