Rich Snippets in search results

Last update: 30 November, 2016

Rich Snippets are search results for a website that are “richer” than a normal search result. An examples from our own site, combining Video, Product and Author markup can be found by googling for [Google Analytics plugin]:

Testing whether code is technically correct

To test whether your page has all the right markup to be eligible for rich snippets, you can use Google’s Structured Data Testing tool. This tool would, in the preview, show the product markup you see above (the reviews bit, with the stars and the price; “Free” in this case. It does not show the video preview in the testing tool, but if you scroll down the page you would see a http://schema.org/videoobject object listed.

If it’s implemented correctly but not showing, it might be that Google hasn’t spidered the page yet since implementation. If you go into Google Search Console (former Google Webmaster Tools), under Search Appearance > Structured Data, you should see the specific type of markup. For WooCommerce, this is Product, for Video SEO, it’s VideoObject. If you’re combining data types, like showing videos on product page as we do on Yoast, VideoObject might not show, as Google sees Product as the main type of that page and VideoObject as a part of that Schema. Funnily enough, even though Google clearly combines the two in search results as you can see above, the Structured Data Testing tool can throw an error for the combination.

If you see that it’s correctly setup in the structured data testing tool, but it’s not correct in Google Search Console (formerly Google Webmaster Tools), try to update the content in Google’s cache by using Fetch as Googlebot.

Why don’t my snippets show in search results?

There are several reasons why Google could decide not to show rich snippets for your site. First of all, you have to make sure that technically, your markup is correct, see below on how to check that. If it is technically correct and showing in Google Search Console (formerly Google Webmaster Tools) but not showing in search results, this Google help page might be very helpful. Unfortunately we can’t do much more if it’s all technically correct. In that case it might make more sense to order one of our website reviews, so we can do a full review of your site and tell you what to improve to become more trustworthy to Google.

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