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Definition
A rich snippet is an enhanced search result that displays additional information beyond the standard title, URL, and description. Examples include star ratings, prices, FAQ accordions, recipe details, and event dates. Rich snippets are powered by structured data (schema markup) on the page.
Rich snippets make search listings more informative and visually prominent. Instead of a plain blue link, a product page might show a 4.5-star rating with 1,234 reviews and a price of $29.99. An FAQ page might show expandable question-answer pairs directly in the search results. A recipe might show cooking time, calorie count, and a thumbnail photo.
Google generates rich snippets by reading structured data (schema markup) from web pages. Not all schema types produce rich snippets — Google selectively renders enhanced results based on content type, quality, and compliance with their guidelines. Current rich result types include: FAQ, How-To, Product, Review, Recipe, Event, Job Posting, Video, Breadcrumb, and Sitelinks Search Box.
Rich snippets significantly impact click-through rates. Studies show rich results receive 20-30% more clicks than plain results. However, they can also reduce clicks if the answer is fully displayed in the search result (zero-click searches). The trade-off is visibility and brand trust vs. potential traffic reduction. Google's Rich Results Test and Search Console's Enhancements report help monitor rich snippet eligibility and performance.