How to Get Started With Google Rich Results

We can all agree on one thing ā Google has continually improved and optimized the manner in which search results are shown to a searcher. Rich results are a great example of this. All thanks to Google's rich results, web pages now have the chance to show more information in search result snippets.

Basically, Google's rich results include extra information about a web page based on the type of content it includes. For instance, a product page might show up along with price and reviews. A blog article, on the other hand, might show up with its publish date and an image.

If this is something that intrigues you as a marketer, keep reading to know more about the importance of rich results, their types, and how to enable them for your web pages.

What are Google's Rich Results?

Let's take a closer look at rich results.

Rich results are designed in a way to highlight important information. Their prime goal is to inform the searcher. They even reduce the guesswork for Google as the search engine is able to learn about a page's purpose in the most accurate manner.

Now, you may be wondering, where do rich results appear?

They are displayed right above traditional text results, at the so-called position 0. If you get featured in rich results, it's highly beneficial for your business. After all, it's a coveted position many businesses vie for!

Image Source: Backlinko

What Are the Advantages of Rich Results?

If you get featured in a rich result, you'll be the first thing searchers see after they make a search, even if you aren't ranking in the traditional results. Pretty cool, isn't it?

Also, here’s how rich results differ from basic search result snippets:

• Increased User Engagement: Rich results display more than just basic information about a page’s content and are more relevant to the searcher’s query. This helps searchers fathom exactly what they will get to know upon clicking your page. As a result, you get to divert more engaged users to your website and reduce the bounce rate.
• A Boost in Click-Through Rates: Rich results are made to stand out and help searchers get their answers more quickly. This can increase the likelihood of a searcher visiting your web page.
• Improved Rankings: Search engine algorithms see high click-through rates as a great sign, often rewarding you with an increase in your website’s rankings.

Types of Rich Results

1. Featured Snippets

A type of enhanced search result, a featured snippet usually appears at the top of search results.

There are different types of featured snippets. You may already know about the paragraph format. Other types include a list or a table featured snippet that can show up when you conduct a search on Google.

2. Knowledge Graph Cards

Knowledge graph cards are often associated with an organization or a business. These are the large cards that appear on the right of the SERPs. These don't require structured data to be displayed (but structured data can certainly help).

Google takes information for the knowledge graph cards from different sources, including Wikipedia, your GMB account, news articles, etc.

3. OneBox Results

OneBox is the immediate answer you get for very specific queries. You can see them appear at the top of the SERPs. For instance, you can see this type of rich result when you ask for a translation or simply search what time it is.

Image Source: Seobility

4. Discover Results

When you swipe right on your mobile device and see a few stories based on your recent searches, these are called Discover results.

Note: You can see Discover results on Android devices only.

5. Frequently Asked Question (FAQ)

An FAQ rich result has a list of questions and answers on a certain subject. The indexed pages that implemented the FAQ rich result schema for their content are the ones Google pulls these answers from.

6. How-To

A How-to walks users through a series of steps to complete a task utilizing text, videos, and images.

7. Reviews and Ratings

Do your customers regularly rate your products and services? If yes, you can collect and mark them as reviews or ratings with Schema.org/Review. This will help search engines identify your product reviews and even display them in the search results for products/services similar to yours.

How To Enable Rich Results?

Google's rich results rely on the use of structured data on a page. Most often, this is in the form of schema.org markup within your site code, either in microdata or a JSON-LD format. To make your content eligible for rich results, you need to use proper markup and include every required field.

To understand how structured data works and read guides to implementing it, click here. Remember, you need to implement structured data properly to appear in rich results. You can even check Google's structured data guidelines to learn about the implementation requirements.

Or, you can simply implement these steps to maximize your chances of getting rich results!

1. Check the Types of Rich Results and Select the Right One

When it comes to rich results, understanding the available options is vital to select the right type for your content.

We have already discussed the different types of rich results in the previous section. You can read the Google Search Gallery to check out all the types as well.

2. Check the Guidelines for Rich Results

Open the Google Search Gallery to view the requirements and guidelines you need to follow for each type of rich result. These concern the content requirements, tips, and technical guidelines needed to increase your chances for appearing in rich results. We also recommend going through the general structured data guidelines.

Note: The Search Gallery listing for any type of rich result displays which Schema types and properties are needed. So, be sure to check it out.

You also need to go through the Schema documentation to know what information and input you need to add.

3. Create a Schema Markup

Structured data's standard vocabulary is Schema.org.

You can implement schema on web pages in RDFa, JSON-LD, and Microdata formats. Out of these, JSON-LD is the most recommended format.

Note: JSON-LD is case-sensitive, so ensure to pay attention.

There are a few ways to create a schema markup. We take you through a few:

A. Manually Create Schema Markup

If you decide to manually create markup, Google has a Structured Data Codelab that sheds light on how to implement the markup yourself.

These essential resources, Google's Search Gallery and Schema's documentation, will come in handy.

B. Using a Markup Generator Tool or Plugin

Some tools also help in automatically generating structured data markup. They also eliminate errors and typos and save a ton of time. Here's a closer look at these tools:

i. CMS Plugins

You can try the following SEO plugins which include the structured data feature (if you are using WordPress):

• Rank Math
• Yoast SEO
• All In One SEO

You can also select a tool from a variety of schema WordPress plugins, such as:

• Schema & Structured Data for WP & AMP
• Schema

Tip: For Drupal, check out the Schema.org Metatag. And for Shopify, browse tools in the Shopify App Store.

ii. Markup Generator Tools

You can also use a markup generator tool and add the code to your website manually.We suggest you use Google’s Structured Data Markup Helper.

The markup helper asks you to highlight the relevant images or text strings (instead of copying and pasting or typing the correct information).

If you are unable to add any element by highlighting, add them manually by clicking on the ‘Add missing tags‘. On the right side, scroll down to the bottom of the markup and you will see the ‘Add missing tags’ option.

The tool allows you to choose between Microdata and JSON-LD. Once you select the format, you can download the code.

4. Add Your Markup To Your Site

To add markup to a page, you can use the CMS plugins ‘Rank Math’ and ‘Schema & Structured Data’ for WP & AMP.

Or, you can place the code in your website manually.

Include JSON-LD inside the <script> tag and place it either in the <body> or <head> of the HTML code.

Image Source: Backlinko

Note: You can also implement structured data with Google Tag Manager. This is a supported method to add structured data using JavaScript.

How To Test Your Markup?

You can know if your page is set up for rich results in a proper manner via these two methods:

• Using Google's Rich Results Test.

• Checking in the Google Search Console. In your Google Search Console account, visit the “Enhancements” menu. Here you can check for any type of rich results set up on your site.

Remember, after any structured data has been put in place, it can take two or more weeks to see rich results pull through. You need to note something else here too. Even if your pages are using structured data properly with all the required fields, it is not necessary that they will show up as rich results.

How to Optimize for Rich Results?

Optimizing your website to show up in rich results can increase your traffic and ranking. Here are some tips you can follow to do that:

1. Provide a high-quality on-site experience to users who click through to your website. You can ensure this with quick loading pages, in-stock products, the latest information, and an intuitive user experience.
2. If you are set on a specific rich result, ensure that the format of your content matches what’s ranking at the moment (it can be a long-form article, a listicle, a slideshow, or an FAQ page).
3. Ratings and reviews are typically included in rich results and can increase the likelihood of your site showing up at the top of searches. Hence, ensure you build up positive reviews as they  help users trust your site.

Conclusion

Rich results help boost the visibility of your web pages in search results. They also help you grab the attention of your target audience and increase the likelihood of them visiting your website.

If you, too, wish for your pages to show up in rich results, ensure your structured data is compliant with the guidelines Google has set for rich results. Also, take steps to optimize for rich results.

We hope this guide helps you get started with rich results. Now, it's time to get to work and implement what you've learned!