What are Rich Results? A Comprehensive Guide in 2023

Discovering The Real Power Of Rich Results Through Our Comprehensive Guide

An Introduction to Rich Results

Rich results are the way to go if you want your internet presence to stand out in search engine results. They attract attention and engage visitors by allowing you to create multimedia experiences that go beyond the typical text-only search engine results. 

Rich results can improve user participation, click-through rates, and general contentment. In this article, we’ll explore rich results, how they function, and how you can use them to your advantage.

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What are rich results and what are rich snippets?

Rich results are search engine results that go beyond the standard blue link and provide additional information about the result. This can include images, videos, ratings, reviews, and more. 

Rich snippets are a type of rich result that is specifically designed to provide more detailed information about the content of a page. They are typically used to display structured data such as product prices, event dates, or review scores. Rich snippets are often displayed on search engine results pages as a summary of the content on the page. 

The significant difference between Rich Results and Rich Snippets is that rich results provide an enhanced visual display which makes them stand out from other standard search engine results. In contrast, rich snippets contain structured data, allowing search engines to understand the content on web pages better, thereby increasing visibility in search engine rankings.

In short, although rich snippets are a variety of rich results, they aren’t the only type. Both can be reached by introducing structured data to web pages, but both provide distinct user interaction and SEO optimisation advantages.

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Why are Rich Results Important?

Rich results are an important SEO tactic to help your website stand out in search engine results pages (SERPs). Rich results provide more information than a typical search result, such as images, videos, and other interactive content. This helps to draw attention to your website and encourages users to click through to learn more. 

Rich results make it easier for search engines to crawl your site, which can lead to more relevant results being returned. This means that users are more likely to find what they’re looking for on your website quickly and easily.

What are the benefits and drawbacks of rich results?

With rich results, websites have the potential to increase their presence on search engine result pages (SERPs) and stand apart from the competition. They also make it easier for users to find what they are looking for due to providing more information in a more straightforward format.

Nevertheless, utilising rich results also has its drawbacks. If the structured data used to generate the result is imprecise or outdated, it can lead to inaccurate details in the SERP. Done incorrectly, implementing and managing structured data can be lengthy and expensive affairs.

Rich results can benefit websites that want to stand out from the competition and provide users with more information about their content. Remember, ensuring that all structured data is accurate and up-to-date is crucial to avoid displaying incorrect information in SERPs.

How to tag rich results?

Tagging your web pages for rich results is an easy process that can help you get more clicks and higher rankings.

You’ll need to use structured data markup to tag your web pages for rich results (more on that below). Structured data markup is code that helps search engines understand the content on your page. It’s written in a language called JSON-LD and can be added to any HTML page.

Once you’ve added the structured data markup to your web pages, you can test them with Google’s Rich Results Test tool. This tool will tell you if your pages are eligible for rich results and provide feedback on improving them. You can also use the tool to iteratively test, modify, and retest your code directly in the browser.

Once you have tagged all of your web pages for rich results, you can submit them to Google Search Console so they can start appearing in SERPs as soon as possible.

How to utilise rich results?

To tag and utilise rich results, users must create structured data containing relevant content information.

Provide partial answers to get people clicking through to your page

Partial answers are a great way to get people clicking through to your page. Partial answers provide snippets of information that can be used to entice readers and give them an idea of what the page is about. 

By providing partial answers, you can help users quickly understand the content on your page, allowing them to decide if they want to click through for more information. Partial answers also help search engines identify what your page is about, making it easier for them to display your page as a rich result. 

Sources such as Collins Dictionary or History of Ideas provide valuable information about partial answers and how they can be used effectively in relation to rich results.

Create content in the appropriate format for search engines

Creating content for search engines can be a daunting task. It requires an understanding of the different types of rich results available and how to optimise your content to ensure it is displayed correctly on the search engine results pages (SERPs).

When creating content for search engines, it is essential to consider how search engine algorithms work. Algorithms look at various factors when determining which websites should appear in SERPs, including keyword usage, relevance to the query, and user experience. To ensure your content is optimised for search engine algorithms, use keywords strategically throughout your text and create content relevant to the search query. Focus on providing a positive user experience by ensuring your website loads quickly and is easy to navigate.

Also, ensure you take advantage of all the rich result opportunities available. For example, if you have images or videos related to your content topic, add them to the page or post to include them in image or video carousels in SERPs. Include reviews from customers or experts on products or services you offer so they can be displayed as review snippets in SERPs. Optimising for these rich results opportunities can increase visibility and engagement with your website.

Make sure your on-site experience matches up

On-site experiences are an important part of providing customers with a great experience. Businesses must ensure their on-site experiences match up to rich results.

By providing an on-site experience that is in sync with rich search results, businesses can easily distinguish themselves from their rivals. Customers will have a much easier time locating what they need. For example, displaying customer reviews prominently allows consumers to make well-informed decisions regarding whether or not to purchase from them. High-quality images & videos offer potential buyers insight into precisely what the product/service looks like before making any purchases.

Businesses should also consider how their on-site experience impacts the overall user experience. This includes things like page loading times, navigation menus, and other design elements that can affect how quickly and easily users can find what they’re looking for. Businesses should also ensure their websites are optimised for mobile devices so customers can access them from any device.

In short, companies need to ensure their on-site experiences match up in relation to rich results to provide customers with a great experience and stand out from their competitors. By optimising their websites for both desktop and mobile devices and providing users with helpful information such as customer reviews, images, and videos, businesses can create an engaging on-site experience that will keep customers coming back.

Optimise your site for organic search 

Organic search is an essential part of any website’s success. It refers to the unpaid search results that appear on a search engine results page after a query. Organic search results are calculated algorithmically and are not affected by advertiser payments. This means that organic search results can be ranked according to relevance rather than how much money someone has spent on advertising.

Optimising your site for organic search is critical to getting rich results. Rich results are more detailed than standard organic search results. To get rich results, you must ensure your content is well-structured and follows best practices for SEO (Search Engine Optimisation). This includes ensuring your content is relevant, using appropriate keywords, having a clear navigation structure, and optimising your page titles and meta descriptions.

By following these steps you can improve the visibility of your website in organic searches and increase traffic to your site.

Encourage reviews

Generating reviews is a smart tactic that can maximise the chance of appearing in search engine results with review snippets. These rich results display ratings and reviews for products, services, and businesses to potential customers. Strategically incorporating customer feedback into website structured data could help your business stand out and dramatically boost visibility on SERPs.

With the inclusion of reviews and ratings in rich results, users are more likely to trust and engage with your website. Moreover, having positive feedback on display will boost a website’s click-through rate immensely, driving an influx of visitors that can help drive further business. Ultimately, this helps strengthen your site’s credibility.

Write in a natural style

To get rich results in organic search, it is important to write content that follows best practices for SEO (Search Engine Optimisation). This includes writing content relevant to your target audience and incorporating appropriate keywords into the text. 

It is also essential to write in a natural style – using language that reads like everyday speech – as this makes it easier for both humans and search engine algorithms to understand the meaning behind the words. Writing naturally should also help you maintain reader engagement as it shows that you have taken the time to craft content specifically tailored to them.

Best Practices

When creating content for rich results, it’s essential to focus on the following areas:

  • Optimise titles and meta descriptions
  • Write compelling content
  • Optimise images
  • Focus on user experience

Optimising titles and meta descriptions will help draw users in and make them more likely to click through to your page.

Writing compelling content will keep users engaged once they arrive at your page.

Optimising images can help improve visibility in SERPs and make them look more appealing when they appear in rich results.

Focusing on user experience is key – if users need help finding what they’re looking for or need help navigating around your site, they likely won’t stay long or return.

Check how Technical SEO works and learn how to optimise your website’s technical seo for better search engine results.

Structured data

Details And Complete Guide About Structured Data

What is structured data? 

Structured data is a standard way to provide webpages with specific content information. It helps search engine crawlers better understand the website, allowing them to serve up relevant rich results such as rankings, image carousels, and interactive cards. 

Structured data can be added to a webpage using code such as HTML and RDFa (Resource Description Framework in Attributes). Structured data allows search engines to display richer content more accurately and quickly on their SERPs. For example, instead of just showing a link to a web page, they could show an image related to the content, ratings, and reviews related to that page. 

What does structured data look like? 

Structured data is highly organised and easily decipherable by machine learning algorithms. It is data that has been predefined and formatted to a set structure before being placed in data storage, which is often referred to as schema-on-write. Structured data comprises precisely classified pieces of information with organised patterns that make them searchable, while unstructured data (all other kinds) are more challenging to sort through and study.

Structured data can be used for rich results, such as product listings, recipes, events, reviews, articles, etc. This type of structured data provides additional information about the content on a page which can be used to enhance the way it appears on search engine results pages (SERPs).

Benefits of Structured Data

Structured data benefits businesses as it helps them stand out and attract more customers in search engines. Rich results are viewed more often than plain text links, so having structured data on your website pages ensures that your content can be seen in SERPs. 

Structured data also helps search engines better serve up the most relevant results for users, leading to increased organic traffic and improved click-through rates for businesses. When appropriately used, structured data can help you get featured snippets—which appear at the top of the SERPs—and increase visibility for your business.

How can I add structured data to my own site?

Adding structured data to your own website is a critical step in optimising for rich results.

To add structured data to your site, you’ll need to use a markup language such as JSON-LD or Microdata. These languages allow you to create tags that describe the content on each page and provide additional information about it. You can then use Google’s Structured Data Markup Helper to generate the code for these tags and add them to your pages.

Once you’ve added the markup, you can test it using Google’s Rich Results Test tool and make sure everything looks good before submitting it for indexing. With the correct structured data in place, you can take advantage of rich results on Google Search and improve your visibility with potential customers.

Adding the code yourself

To add structured data to your website and get rich results, you’ll need to edit your pages’ HTML code. The most common way to do this is using structured data markup. All major search engines like Google, Bing and Yahoo support this structured data type. 

To create the code yourself, you must identify all the relevant information to be included in the structured data and then mark it up with the appropriate tags. Once added, search engines will crawl and index your page.

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Using third-party tools

If you don’t feel comfortable editing the HTML code of your website directly, there are third-party tools available that can help you add structured data to your site. These tools provide a user-friendly interface that lets you quickly and easily add relevant markup to your web pages.

Popular options include Google’s Structured Data Markup Helper, Schema App Structured Data, and Yandex’s Turbo Pages tool. 


Helpful Details About Schema

What is Schema?

Schema is a type of structured data markup that enables users to add detailed information to their website in the form of HTML tags. This makes it easier for search engines to understand and interpret the content on your pages.

Schema can provide search engines with additional information about the content, such as the type of content, the author, the publication date, and other metadata.

Why was Schema invented?

Schema was invented to help search engine algorithms better understand the context and meaning of web pages. By adding Schema markup, users can provide more detailed information about the content on their pages, which helps search engines accurately categorise and index them. In addition to improving SEO performance, Schema helps improve the overall user experience by making it easier for customers to find relevant content quickly and easily.

Schema use in Local SEO

When someone searches for a local business or service, rich results often appear at the top of the page with images and other visual elements that make them more eye-catching than regular organic search results. By adding schema markup to your website, you can ensure your business appears in these rich results and grab potential customers’ attention.

Schema also helps search engines understand the context behind your content. This means that when someone searches for something related to your business or services, they will be more likely to find relevant information on your website.

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Schema Rich Results on Google

Schema rich results provide searchers with more detailed information about a webpage in the form of a rich card. Here are some tips for creating successful Schema rich results.

Research Keywords & Queries

Start by researching the relevant keywords and queries related to your topic. This will help you determine which questions and topics potential readers seek when searching the web.

Use Proper Syntax & Formats

When creating your schema markups, make sure you use proper syntax and formats. For example, JSON-LD is the preferred format used by Google’s structured data testing tool. Also, for best practice, use appropriate tags such as @context, @type or @id when writing your schemas.

Add Relevant Metadata Information

Metadata information is vital for creating effective schema markup. When coding your schemas, make sure to add all relevant metadata about your content such as title, description, image URL or author name.

Test Your Markup

Once you have added the necessary information and codes in the correct format, test it using Google’s Structured Data Testing Tool (SDTT). This tool will allow you to check if your markup is working correctly or if any errors must be fixed before submitting it to Google’s Search Console Account.

Monitor Performance

Finally, after submitting your schemas to Google’s Search Console Account, monitor their performance regularly to ensure they provide value to searchers and help improve organic search traffic.


Breadcrumbs are an important part of website navigation. They provide users with a clear indication of where they are in relation to the rest of the website and link back to higher-level pages. This makes it easier for users to navigate sites and find what they want.

In addition to making navigation easier, breadcrumbs also have SEO benefits. Well-structured and organised breadcrumbs help search engine crawlers understand the structure and hierarchy of a website more clearly. This makes it easier for them to correctly index webpages so that they appear in relevant SERPs (Search Engine Result Pages).

Moreover, breadcrumb links can be used to increase visibility on rich results, which are more detailed listings than regular organic search results. For example, create schema markup for your content, including breadcrumb information that fits the rich result framework. You can use those links in combination with your other structured data markups to greatly improve your chances of appearing in rich results on SERPs.


The use of rich results can help a website increase visibility and engage with customers. They are an invaluable tool for businesses looking to make the most out of their search engine optimisation efforts. Rich results can also help build trust with consumers by providing an engaging experience that is both informative and entertaining.

With rich snippets and other forms of enhanced page results, businesses can remain ahead of the curve by optimising with structured data and SEO best practices. This will improve the visibility, credibility, and user engagement of a website and provide users with an engaging search experience.

With the constant evolution of search engine algorithms and technologies, businesses must stay up-to-date on the latest trends and best practices to achieve the best possible results from their SEO efforts.

If you’re looking for more guides or need some professional advice, Digital Estate is here to help. We provide a wide range of SEO and high-quality digital services.

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