Schema markup and rich snippets are often confused for being the same thing, or at least rich snippets are often thought of as the only benefit schema markup has to offer. It is used to convey information about entities, relationships between entities, and actions associated with entities. Schema markup is code that you include on your site in order to feed the search engines information about the content on the page. If your schema markup is accurate and Google trusts your site, you will earn rich snippets in the search results. This is accomplished using a markup vocabulary called, which we will discuss in depth in this post. While we as SEOs cannot directly tell the search engines to generate a rich snippet for our pages, we can provide the search engines with the necessary information to do so if they trust your site. For now, we just want to clarify what they are and why you would be interested in earning them. This is not the only type of rich snippet Google has to offer, and we will cover the others as we delve into the details later. This extra information makes the rich snippet stand out more, increasing the likelihood that it will get clicked, as well as offering some security that users trust the product. Unlike the snippet for Wikipedia, the snippet for ‘The Hunger Games’ at includes a star rating and a “votes” count for the number of people who rated the product. Here is one of the most common kinds of rich snippets you will see: However, the term “rich snippets” is still popular within the SEO community, so we will stick with it here. Google now refers, instead, to rich results, enriched search results, and enhancements, all falling under a broader umbrella called “search features.” Technically, Google no longer refers to “rich snippets,” because the number of types of search results Google now returns has expanded beyond what the term used to refer to. The short answer? Rich snippets are special search results that look different than typical search results because they contain extra information and visuals besides a title and meta description or text snippet.
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