Rich results, commonly called “rich snippets,” are previews of web pages displayed in Google search results. Unlike traditional two-line snippets, rich snippets offer additional information that can include customer reviews, definitions, data about businesses, individuals, events such as concerts, or recipes. The diversity of content presented as rich snippets is constantly evolving and encompasses a variety of data types.

For a web page to benefit from a rich snippet in Google search results, it generally needs to be optimized using specific tags. For example, recipes can be accompanied by rich snippets indicating the ingredients and preparation time, while for concerts, information about the date, time, and location can be highlighted. The impact of rich snippets on click-through rates in search results is significant, as demonstrated by a 2015 study.

Interestingly, rich snippets positioned second can generate higher click-through rates than standard snippets in the first position. Therefore, optimizing for rich snippets can have a considerable impact on a web page’s visibility and performance in search results. In June 2017, a comprehensive review of the different types of rich snippets available illustrated the diversity of enriched content offered to users.