Rich Snippets and Structured Data: A Guide to Understanding It

Have you ever wondered why when you search for sites like Apple you get a series of grayed out data below the link? Why Apple has their ratings or price ranges at a glance and you don't?
google structured dataIf so, you're in luck! On the Geotelecom blog we tell you everything you need to know about Rich Snippets and structured data.

Add Rich Snippets to your website

Let's start with a question:

Rich Snippets are blocks of information that are included in the pages of a web page. search results to display more data to the user.

Its mission is to provide users and search engines with additional information about the content of your site in order to appear more attractively in search results.


Rich snippets can provide your website with a number of benefitsto position yourself at a competitive advantage over your competitors, improve the rate of click per print (i.e. the number of times that users prefer to enter your website and not someone else's when making a query) and the CRO, i.e. the probability that the user who enters your website completes a conversion or objective (such as completing a purchase process).

  • Competitive advantage

It is very common that many websites do not have enough data or are not fully optimized. In that sense, working on them can be an important advantage over your competition in the SERP results.

  • CTR improvement

The visual appeal and the fact that it occupies more space in the SERP of the search engine, converge to increase the click-through rate or CTR, since it will be more attractive and suggestive to the user than those results that do not contain these fragments. Keep in mind that the more useful information you add, the more likely you are to receive a click.

  • CRO improvement

Rich Snippets provide relevant information to the user about what he will find if he accesses the web. That is, if we stick to the environment of the ecommercethe provide product characteristics (price, availability, number of stock, etc.) helps to ensure that, in addition to a high CTR, there is a higher probability that the conversion will be generated. As a general rule, the conversion rate of these ads containing Rich Snippets tends to be higher than those that do not contain them, so the more pre-click information you offer the user, the lower the bounce rate will be generated on the landing page, since the user knows what he is going to find and will be more responsive to the content found on the website itself.

It is a perfect way to generate quality traffic and a highly qualified target audience aligned with our content, product or service offering.

What kind of Rich Snippets can I use?
There is a wide variety of Rich Snippets that you can incorporate into your website, so whatever type of website you have, you can almost certainly benefit from them.
Some of the most frequent and popular classifications of Rich Snippets are:

    • Events
    • Persons
    • Products
    • Recipes
    • Software Applications
    • Video
    • Articles
    • Services

Let's see an example of how these results appear when they have Rich Snippets, in this case a recipe:

rich snippets recipes

As you can see in the image, when searching for "how to prepare a stew", a block of recipe previews appears, great, isn't it? However, for this to be possible, Google must understand that the content of the web is indeed a recipe, and for this, it uses the of recipes that looks like this:

structured recipe data from


What is the difference or relationship between structured data and Rich Snippets?
It is now clear that Rich Snippets are a competitive advantage for your website, since they allow you to display relevant data about your website and product offerings to stand out from the competition in search results: Your competitive prices, customer ratings, promotions and offers, etc.

However, for this to be displayed, you must include a series of data in the source code of your web site. This data is what is known as structured data.

No structured data, no Rich Snippets

But wait, it's not clear to me. If Rich Snippets are the information that appears in the SERP, So... What is structured data?

Let's say that Rich Snippets are the result of implementing some structured data. There are other markups that do not have to appear in the search results such as Organization, Local Business, Website, BlogPosting, etc. schemes. The latter are specifically focused on search engines, so that they understand the content but are not shown visually in the SERP as it happens with recipes, for example.



At this point you can decide if you really want to include structured data in your website and benefit from its advantages. You have two options:

1- Use modules and get rid of everything!

If your website is built on WordPress, Prestashop or Magento, you are in luck! We inform you that in these CMS you can use modules to automatically implement structured data on your website.

2- Includes manually structured data

If you do not have a CMS that supports plugins o addons that automatically insert these code snippets, or there is some field that does not appear in the plugin There are tools like Technical SEO's structured data generator that will help you generate these snippets, but how do I make them dynamic?

There are several ways to reflect structured data: JSON-LD (the most recommended), microdata, RDFa, etc. It will depend on your website the best way to implement it, we explain you where is the difference:

  • Microdata: is the way to implement them by embedding the values in the HTML.

structured data with microdata

  • JSON-LD: this is a code fragment usually located in the head of the page that dynamically sends structured data.

json schema recipe

The types of structured data that exist are constantly being updated, so it is important to keep up to date and follow Google's recommendations.

If all this sounds like Greek to you or you don't know if your website has these implementations, consult our SEO audits with which you will be able to detect problems and opportunities to grow the organic channel of your website with Geotelecom.

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