Content revised 20 October 2026.
Rich snippet is a common older term for a search result with extra presentation details. The visible result is different from the structured data a website uses to describe its content.
Separate the data from the display
Structured data is information embedded in a page. A rich result is a search appearance that may use eligible information from that page. Adding markup doesn't mean every property will appear in search, and the available features can change. Check the current documentation for the particular feature instead of relying on an old list.
Choose a relevant feature
A genuine product page and an editorial article have different information and requirements. Begin with what the page is about and what it actually shows the visitor. A profile, business entity or review property is not a universal ticket to a special display.
Use a short implementation checklist
- Identify a currently supported feature that fits the content.
- Verify required details against the visible page.
- Check the plugin or template’s existing output.
- Validate the result and keep a record of the test.
Be careful with ratings and reviews
Do not create an aggregate rating because a search result with stars looks appealing. The underlying reviews, marked-up item and feature eligibility must be appropriate. A real testimonial on a service page doesn't by itself justify every kind of review markup. Keep the description accurate even when that means fewer properties.
Assess results without promising them
Monitor errors and search appearance after a valid implementation has been deployed. Compare useful visits and enquiries in context. Correct markup can make a page eligible for some features, but it can't guarantee that Google will show the rich result or that its click-through rate will increase.
Official guidance: Google’s structured data introduction.