Rich snippets and structured data: making your results more visible

What rich snippets are

A rich snippet is an enhanced search result: instead of a simple title and description, Google can display review stars, a price, a recipe's cooking time, event dates or frequently asked questions. These elements catch the eye and can improve your click-through rate.

The role of structured data

To display this information, Google needs to understand the content of your page. Structured data is a discreet piece of code, often in Schema.org format, added within the page. It translates your content into a language that search engines interpret easily.

• Product listing: price, availability, reviews
• Article: author, publication date
• Local business: address, opening hours, phone number

How to benefit from it in practice

Adding structured data does not guarantee a rich snippet will appear: Google decides on a case-by-case basis. Without it, however, your chances are almost nil. The markup must also match the content actually visible on the page, otherwise Google may ignore it.

For a tradesperson or shopkeeper, marking up your business listing, reviews and services is often the most profitable step. Skywebis integrates this markup when creating the site, without you having to touch any code.

Frequently asked questions