April 9, 2024

How Do You Appear in Rich Results?

Rich results are enhanced search results that contain additional visual or textual details about a site’s pages. Having rich results can make your pages stand out in the SERPs, drive more traffic to your website and improve click-through rate. So, how do you actually appear in rich results? 

In order to make a page eligible for rich results, you’ll need to implement structured data. Structured data (otherwise known as schema) is markup created to help search engines understand and classify site content. To increase your chances of appearing in rich results, you’ll want to identify the right type of structured data for your pages, create the structured data and validate this schema. 

Keep reading to learn more about rich results and how they help SEO. 

Jump to:

What Are Rich Results in SEO? 

Rich results (also known as “rich snippets”) are a type of Google search results that show extra details about your webpage, such as ratings, images and prices to help you attract more attention and traffic from search engines. Generally, to make your site eligible, you need to implement structured data markup, found in the webpage’s HTML, which helps Google understand the content of the page. Take a look at this example of a rich snippet: 

In the example above, we can see that this product has gained a rich result, showing the Aggregate rating, amount of reviews, price and image. Consequently, the product is made more appealing to users. 

How To Get Google Rich Results 

Follow these step-by-step instructions if you’re hoping to add rich results to your site’s pages.

Identify Appropriate Rich Snippet Types

First things first, you’ll need to identify the type of rich snippets  that are relevant to your website content

Review SERP results for your target keywords and have a look at what competitor’s search results look like. Take a look at the Google Search Gallery to find out which options are available and which one will work best for your type of content. Each type shows how your content will be enhanced if you get one of these rich results. Some of the common types of rich results provided by Google are:

Product Markup Snippet – Product markups display a product’s availability, image, price, review, count and rating. These enhancements are particularly beneficial for ecommerce sites. 

FAQ Snippet – A frequently asked question (FAQ) snippet shows a list of questions and answers under the title and description of your page. In order to create these, you’ll need to have landing pages or blog posts where you’ve included frequently asked questions and answers. 

Please Note – As per Google’s recent announcement, FAQ snippets will now only be displayed for authoritative government and health websites. 

Review Snippet – A review snippet displays ratings from review websites and can be about products, books, recipes, films, software apps or local businesses. 

Recipe Snippet – A recipe snippet shows rating, review count, cooking duration and calories. If you cover recipes on your website, there’s a good chance you’ll achieve this type of snippet. 

Organisation Snippet – This snippet type provides information about an organisation. More often than not, it displays an address and contact information. 

Local Business Snippet – This snippet typically displays reviews, details about working hours and the different departments within a business. It’s great for local SEO because it will help your website appear in the most relevant local search results. 

Events Snippet – This snippet highlights essential information about events such as date and location. If you sell tickets for events and concerts, this type of snippet will apply to you. 

Create Structured Data Markup (Schema Markup)  

Once you understand what type of rich results may be available to your website, it’s time to create and add appropriate structured data markup code to your pages to make them eligible. Structured data or schema markup is standardised data that you can attach to your website to organise the information and classify page content, helping search engines understand what the site’s content is about. 

Schema can be implemented on web pages using one of the following formats – JSON-LD, Microdata and RDFa  however JSON-LD is the recommended format. Take a look at this sample so that you can understand how schema is structured:

Schema markup can be created manually, and this may be the right choice for you if you manage a small website and looking to implement basic schema like Organisation or Local Business markup. You can use tools like Structured Data Markup Helper and online generators like the Merkle Schema Markup Generator

If you are struggling, you can also use AI platforms such as ChatGPT to create your schema. Simply use a prompt such as ‘Give me a LocalBusiness schema template’ and then fill in the required areas with your own information. Once it has created the schema, it’s crucial that you validate your schema to make sure that it is correct. Copy the code and run it through two different structured data testing tools

However,  creating schema markup manually can be time-consuming and may result in errors, or outdated data being presented to crawlers.

*To find out how to implement the schema yourself, skip to ‘How To Use Google’s Structured Data Markup Helper?’ in the FAQs. 

On the other hand, if you’d rather save time and eliminate errors, there are numerous tools that can help you automatically and dynamically generate the structured data. If you’re using WordPress, you can try the following plugins which incorporate the structured data feature; Yoast SEO, Rank Math or All In One SEO. Alternatively, you can also choose from a range of dedicated schema plugins such as schema and schema structured data for WP & AMP

Implementing data dynamically will ensure that your markup stays up-to-date and accurately reflects the content of your pages at all times. This is particularly relevant to large sites such as eCommerce stores, where manually implemented or static data could quickly become outdated.  

To read more about the importance of structured data for SEO, take a look at our insightful article, ‘Is Structured Data a Google Ranking Factor?’ 

*Remember, if you have a separate mobile and desktop site, you’ll want to add structured data to both versions. 

Validate Structured Data 

The final step is to check whether your structured data is set up correctly. We recommend that you use Google’s Rich Results Testing tool to do this. 

  1. Plug your URL into the tool and click “Test URL”. The tool will show you structured data it found in the “Detected Structured Data” section of the results page. 
  2. If your markup receives a warning or has invalid items, select the rich snippet type for more details. The tool highlights any invalid items that need to be fixed as well as missing fields that are optional. 

In this example, the “name” field is missing. This is why the structured data is returning an error. In order to fix this, all you need to do is add the name of the field and specify the name of the recipe in the code. 

Remember – Even if you add appropriate structured data markup with no errors, there is no guarantee that your pages will appear as rich snippets. It’s completely down to Google whether it wants to show a rich snippet or not. 

In many cases, the amount of rich results shown for a particular search is limited – for example, the recipe gallery generally contains three highlighted results when you first input a search. Therefore, your structured data implementation needs to be part of a well-formed SEO strategy, increasing your chances of ranking on the first page and therefore appearing for rich results. 

How Do Rich Results Help With SEO?

Rich results make your pages more visually appealing in the SERPs, making them stand out from regular search results. Consequently, users are more likely to click rich snippets, improving the organic click-through-rate (CTR). 

On top of improving your CTR, there is another SEO advantage to having rich results. The structured data code you add to win rich snippets actually helps Google better understand the content of your page. If Google can understand your page better, it may rank it better and for more relevant search queries. 

Final Thoughts 

Implementing structured data is an essential step in ensuring your content is properly understood by search engines. To make sure your pages are eligible for appearing as rich results, your structured data needs to be compliant with Google’s guidelines for rich results

At Wildcat Digital, we can help you increase your chances of gaining rich results, giving your pages a serious visibility boost in search results. Visitors who see these enhanced features are far more likely to visit your site.

So, what are you waiting for? Get in touch with our friendly team to find out more about rich results or visit our SEO page for further information. 

Rich Results FAQs

What Is The Difference Between Rich Snippets and Rich Results? 

There is no difference between “rich snippets” and “rich results”. In fact, they both refer to the same thing, according to Google. Most people use these words interchangeably so you don’t need to worry about misunderstanding or miscommunication. 

The bottom line is that both terms describe search results that provide more information than the standard blue links. 

How To Use Google’s Structured Data Markup Helper? 

Follow these steps to add structured data using Google’s Structured Markup Helper:

  1. Open the tool. Select the type of snipper you want to create and enter your page URL. Click “Start Tagging”. 
  2. The tool will pull the webpage’s URL into the “Tag Data” view. 
  3. Select or highlight different elements on the page. Then the tool will prompt you to assign tags to those elements 
  4. Once you’re done, select the red “Create HTML” button 
  5. Copy or download the code and paste it into the <head> section of your page. 

Can Any Site Create FAQ Rich Results? 

Google introduced a new rule in 2023 stating ‘for your FAQ page to be eligible for FAQ rich results, your site must be a well-known, authoritative government or health website” and you must follow these guidelines:

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Rachel Davies

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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