The Oban Blog

Rich Snippets, what are they? Do we really care? And why we should

Ranking on page one for organic search engine results can be a laborious investment of time, taking months before seeing any real results on SERPs. Strategic planning can’t always beat the fierce competition for this prime ‘real estate’ either. But what if you could implement a tactic to make your search result stand out from the crowd? Or visually differentiate your brand from the competition and increase CTR? Well, Rich Snippets could be your saving grace.

If you’ve not heard of Rich Snippets before Google’s definition states:

“Snippets—the few lines of text that appear under every search result — are designed to give users a sense for what’s on the page and why it’s relevant to their query.”

Rich Snippets [structured markup] are ultimately pieces of webpage content that can be highlighted in SERPs. Although it does not directly affect SERPs, proper and imaginative use of Rich Snippets can help drive a holistic search result. Leading to a higher probability of increased CTR and reduced bounce rate – the contributing SEO factors.

If you’ve not heard of Rich Snippets before, Google’s, definition states:

“Snippets—the few lines of text that appear under every search result — are designed to give users a sense for what’s on the page and why it’s relevant to their query.”

Moreover, webpage content ‘marked up’ as Rich Snippets is recognised by leading search engines Google, Yahoo, Bing and Yandex. So, your highlighted results can be seen on some of the world’s biggest search engines. Something you should be paying close attention to.

There is an increasing range of Rich Snippet silos that can be selected and used, depending on the desired SERPs listing. The following examples display standard types of Rich Snippet. Each type ranging from required or optional ‘properties’, but both providing the same desired effect on SERPs.

TYPE = Breadcrumb

snippet example 1

TYPE = People

snippet example 2

TYPE = Review Ratings

snippet example 3

Did you know?

Rich Snippets can appear in SERPs lower than #10

SERPs listings that have not achieved page one will potentially attract more clicks than otherwise achieved is a standardisation from multiple international SE’s

This shows investment from the major SE’s in Rich Snippets, so they are very likely to remain and also further developed

CTR is likely to increase and Bounce Rate reduce

Resulting in increased conversions

Implementation is simple

Rich Snippets can be applied easily

Implementation (especially for non-Ecommerce sites) is low

There is an opportunity to dominate the natural search competition

The evidence
Examples of increased performance associated with the use of Rich Snippet [structured markup] include:

Dutch car insurance website gained an increase of 28% in SEO search share (CTR)1

Volkswagen UK demonstrate car features and component information with Rich Snippets [structured mark-up] achieving excellent results2

Renault UK uses Rich Snippets [structered markup] to get better rankings for its merchandise shop3

Peek & Cloppenburg use structured markup for publishing information on its European stores, in addition to the brands available in store4

CSN Stores use structured mark-up for rich displays of 2,000,000 item pages5

German pharmicist,, use Rich Snippets [structered markup] in RDFa on 250,000 item pages6

Should you care?
Yes, absolutely. Rich Snippets remain an under-utilised resource, highlighting and differentiating your webpages from your competitors in Google organic search results. Implementation of Rich Snippets is likely to lead to increased conversions of ‘searchers’ to ‘visitors’ to your web pages.

Why would you not employ every feasible resource and tool available to maximise opportunities for your business?


1 Search Engine Land
2 Search Engine Land
3 Search Engine Land
4 Search Engine Land
5 Search Engine Land
6 Search Engine Land