Rich snippets and other features that you can obtain on Google’s SERP using the schema markup in 2019

Within the past 10 years, the appearance and function of Google’s SERP have drastically changed with the inclusion of several rich snippets and SERP features that provide additional functionalities for users and adds challenges for SEO experts. 

In fact, these rich snippets provide unique opportunities to increase CTRs as well as lower opportunities of appearing on the SERP with a simple blue link. This guide will introduce you to the various forms of rich snippets you can find on the SERP and then will focus on using structured data to optimize your content for rich snippets.

Let’s start with the basics…

What are Rich Snippets and SERP Features and why they are important?

When you search for Neil Armstrong on Google, you will receive different results both in the form of snippets and blue links. What distinguishes a rich snippet from a normal one is that a rich snippet is a specialized form of search result that is tailored for a particular task or function rather than a simple blue link.

In this example, you can see a Knowledge Card about Neil Armstrong, a collection of movies about him, a group of people who are usually searched together with this astronaut, and a series of Top News which refer to this search.

SERP result displaying rich snippets of Neil Armstrong

Other examples include: the movie schedule for a given cinema when searching for movies in your area. When searching for a chocolate cake, a photo, item description, nutritional information and recipes pop-up.

What makes rich snippets important in SEO is that now, these snippets have become more important than the regular blue links. Rich snippets are more engaging as they can contain pictures, highlighted information and links more closely associated with the search terms. In addition, they are viewed as both more trustworthy and convenient as not only does the content stand out from the other search results, but it is far more likely to be much more closely associated with the official content such as an official website and social media.

An Important Note on Structured Data

Much of these rich snippets require the development of structured data to fully utilize their benefits. Structured data is an on-page markup that adds additional information to your website and provides it to users seeking relevant information on the SERP. It utilizes HTML coding and Schema markup to communicate with the search engine regarding your content. 

Here is what Google states on its introductory guide to structured data:

Google uses structured data that it finds on the web to understand the content of the page, as well as to gather information about the web and the world in general.

In this article, you will find more specific information on how to optimize your content for each type of rich snippet using structured data. 

We at WordLift can help you develop structured content for your website, not only to be on the Google SERP, but to appear in the newer, much more engaging content found in rich snippets. We’ll go through the types and uses of much of this data using the schema markup. If you’re wanting more specific uses of structured data or how best to utilize it for your content, we’re always happy to provide our services and assistance.

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