Once upon a time, Google Search was all about those gloriously simple, easy-to-optimize-for 10 blue links.
Then came a brand-new user interface.
Google has evolved to address more and more different search results types and display designed to better address searcher needs — rich snippets.
It’s no longer enough to rank for 10 blue links.
So what exactly are rich snippets, why are they important in SEO, and how can you optimize for them? In this guide, you’ll learn about the different types of rich snippets and how to use structured data to help Google understand when your page may be the best option for a rich snippet.
Let’s get started!
Rich snippets are Google Search results enhanced with additional data or functionality. These rich results add visual interest, more information, and greater utility for searchers.
Using your SEO strategy to target rich snippets can help increase your overall organic CTR (click-through rates).
While it’s generally accepted that going after rich snippets by using the correct structured data markup will improve some aspects of your SEO, Google’s John Mueller has mentioned that it is not a direct ranking factor:
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“With regard to using structured data in general for ranking, I think that’s kind of tricky.
So, on the one hand we do use structured data to better understand the entities on a page and to find out where that page is more relevant.