Rich snippets

SEO basics
What are rich snippets?

SEO basics: What are rich snippets?

June 28th, 2017 – 18 Comments

Maybe you’ve heard about the concept of rich snippets. SEO experts seem to think everyone knows exactly what rich snippets are. But, for SEO newbies, a rich snippet is a really vague term. What are rich snippets exactly? Time to explain what rich snippets are, why they’re important for SEO and how you can get them for your site.

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What are rich snippets?

A snippet is a result Google shows to the user in the search results. An example: I was searching for a good recipe for homemade ice cream and googled it. Google showed me a results list with normal snippets and rich snippets. A normal snippet usually looks like this:

Google shows the title in blue, the URL in green and a description of what the page is about. This is what we call the snippet, the thing Yoast SEO helps you to optimize with our snippet preview.

A rich snippet shows extra information between the URL and the description. A rich snippet looks like this:

In this snippet, a picture of the ice cream is added, you can see the rating of the recipe, the time it takes to prepare this type of ice cream and the number of calories it contains. A rich snippet contains much more information than the normal snippet does. That’s why we call it a rich snippet.

Why are rich snippets important for SEO?

Rich snippets stand out from the other snippets. They look much nicer and you’ll instantly know more, just by looking at them. You’ll know whether other people liked the homemade ice cream and how long it’ll take you to make it. Rich snippets are snippets that have a higher click-through rate. People like to click on rich snippets.

If the click-through rate of a snippet increases, you’ll get more traffic from that search result. Not because your position in the search engine changed, but just because more people click on your result. In the long run, rich snippets will have an effect on your ranking as well. As more people click on your result, Google will notice that people prefer your page above other ones. That’ll definitely improve your rankings in the long run!

How do you get rich snippets?

Google can show rich snippets if you add structured data to your site. Structured data is a piece of code in a specific format, written in such a way that search engines understand it. Search engines read the code and use it to create rich snippets.

Read more: ‘What is structured data’ »

Adding structured data to your website can be quite daunting. But we’re here to help! Yoast offers an online training to teach you how to implement structured data so Google can show rich snippets. We’ll show you different strategies (from beginner to more advanced levels), so that everyone will be able to get started with structured data and get those rich snippets!

Keep reading: ‘Structured data with Schema.org: the ultimate guide’ »


18 Responses to SEO basics: What are rich snippets?

  1. Aloka
    By Aloka on 10 July, 2017

    Thanks Marieke,
    It’s a very interesting post !… I never knew or bothered to care about Rich Snippets till now. Guess that makes me a newbie

  2. Farisa
    By Farisa on 8 July, 2017

    Never thought the snippets were so important. Thanks for the feature.

  3. stepupdigitalmarketing
    By stepupdigitalmarketing on 7 July, 2017

    Thanks for the excellent and simple explanation. It’s going to help me to explain it in simple terms now. Cheers.

  4. Beontop
    By Beontop on 3 July, 2017

    Everybody can do their rating. Just need to add on their page this code:

    • Beontop
      By Beontop on 3 July, 2017
      • Beontop
        By Beontop on 3 July, 2017

        I can’t add a code )
        But it is very simple and you can get the nice snippet.

  5. Ambalal Solanki
    By Ambalal Solanki on 3 July, 2017

    Before reading this article i was bit confuse about normal snippets and rich snippets but now i am clear and also got to know that we can create.

  6. Murat
    By Murat on 2 July, 2017

    Hi Marieke,
    Thanks for the post, very interesting !
    One quick question about rich snippets: Do you known what can explain that one day i have stars on the SERP and other day they’re gone. Frustrating !

    • Marieke
      By Marieke on 3 July, 2017

      Hi Murat, that’s frustrating indeed. But it’s great that Google shows them sometimes already, that means you are doing something right! Just keep on working on the rest of your site’s SEO, because if you rank higher, chances are higher Google will show them.

  7. besten7
    By besten7 on 1 July, 2017

    Rich snippets (especially starts) are a super CTR boost. There is only one problem: Google will not always give you rich snippets. Untill now I was not able to figure out the reason why some of my websites dont get rich snippets. On the other hand some sites have rich snippets. What are the main reasons for not getting those stars? The technical setup is all correct! :-(

    • Marieke
      By Marieke on 3 July, 2017

      Hi! That’s correct… unfortunately Google doesn’t always show them for every site. The only thing you can do is add them and make sure you work on the rest of your SEO so you’ll rank high, that increases chances of Google showing them.

  8. Yasar
    By Yasar on 30 June, 2017

    Thank you for this Easy To Understand guide.
    I have one quick question if answered would be appreciated.
    Does enabling Breadcrumbs increase SEO & SEs ranking or Not?

    • Marieke
      By Marieke on 30 June, 2017

      Hi Yasar, Breadcrumbs are beneficial for SEO because they help Google and your users understand your site structure!

  9. FDL Design
    By FDL Design on 30 June, 2017

    Never thought the snippets were so important.
    Thanks a lot for sharing with us!
    Activated some for a client’s product reviews looks sick.

  10. priya
    By priya on 30 June, 2017

    Greate post. Keep posting such kind of information on your site.
    Im really impressed by your blog.

  11. Lrers
    By Lrers on 29 June, 2017

    Amazing article to about rich snippet important

  12. Saurabh tiwari
    By Saurabh tiwari on 28 June, 2017

    Fantastic article, I’ve been wondering how to do this exact thing! :) Thanks much
    Just wanted to know, is a rich snippet helps to improve the CTR and reduce the bounce rate?

    • Marieke
      By Marieke on 29 June, 2017

      Hi Saurabh, That’s correct! Rich snippets can improve the CTR and reduce bounces, because people will know better what to expect.


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