Rich snippets

Also called rich snippet, enhanced snippets

What are rich snippets?

Rich snippets are standard search results enhanced with extra information pulled from the page, such as star ratings, review counts, prices, stock status, cooking times or event dates. Google mostly generates them from structured data on the page. Google’s own documentation now calls these and other enhanced results rich results.

Eligibility depends on the type of content and Google’s guidelines for it. Product pages can show price, availability and ratings; recipes can show ratings and times; events can show dates. Some kinds have been retired: HowTo rich results in 2023 and FAQ rich results in 2026. Review snippets are not shown for “self-serving” reviews that a business publishes about itself on its own site using LocalBusiness or Organization markup.

Why rich snippets matter for SEO

Rich snippets make a listing larger and more informative than its neighbours, which tends to lift click-through rate. They also pre-qualify clicks: a shopper who sees the price before clicking is more likely to buy.

They do not raise rankings directly. Markup that misrepresents the page, such as fake ratings, can lead to a manual action for structured data spam.

How to get rich snippets

Check Google’s search gallery for the rich result types that fit your content.
Add the matching schema markup in JSON-LD, including all required properties.
Make sure every value in the markup is visible on the page and true.
Test the page with the Rich Results Test, then deploy.
Watch the enhancement reports in Search Console for errors.

Rich snippets example

Product JSON-LD with rating and price

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Trail Running Shoe",
  "image": "https://www.example.com/shoe.jpg",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.6",
    "reviewCount": "128"
  },
  "offers": {
    "@type": "Offer",
    "price": "119.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  }
}
</script>

Rich snippets FAQ

What is the difference between rich snippets and rich results?

Rich snippets is the older name for enhanced listings like review stars and prices. Google now uses rich results for these and for other enhanced features such as carousels.

Why aren’t my rich snippets showing?

Valid markup makes a page eligible but does not guarantee display. Google may decide not to show it for the query, the content may not meet its guidelines, or the page may not have been recrawled yet.

Related SEO terms

Rich results
Rich results are Google search results with extra visual features, such as star ratings, prices or event dates, usually powered by structured data.
Structured data
Structured data is code in a standard format that describes a page’s content to search engines, making it eligible for rich results.
Schema markup
Schema markup is structured data that uses the schema.org vocabulary to describe things on a page, such as products, articles and businesses.
JSON-LD
JSON-LD is a JSON-based format for structured data, placed in a script tag. It is the format Google recommends for schema markup.
SERP features
SERP features are the results on Google’s results page that are not plain blue links, such as AI Overviews, featured snippets, local packs and videos.
Structured data spamBlack hat
Structured data spam is schema markup that misleads, such as fake review stars or markup for content not on the page, to win rich results.

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