Rich results are rocking the SERPs

Rich results are rocking the SERPs • Yoast

Edwin Toonen

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

Rich search results are everywhere. Years ago, search engines presented search results without much adornment. Today, the search results look very different, especially on mobile. We see extra information beneath the links, plus a couple of big blocks of rich — often visual or action-oriented — content, depending on what you look for. In this article, we’ll briefly go over some of the different rich results and what they mean for SEO.

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What are rich results?

Rich results are a special brand of search results — made to stand out and help users achieve their tasks or get their answer more quickly. These results range from recipe carousels to complete interfaces from things as jobs and flights. Search engines are expanding the number of subjects that trigger a rich result. Getting featured in a rich results is rewarding since it is located in the so-called position zero. This way, they are bound to attract a lot of attention.

A closer look at rich results

First, let’s look at what regular search results a.k.a snippets are. A snippet is an individual search result with black lines of text beneath the title. Here you’ll read a piece of text introducing the search result. Rich search results are the results that stand out due to formatting or on-screen location. Rich results is a catch-all term search engines use to describe parts of the search results that have a highlighted presentation.

There are a lot of them, and new ones keep popping up. Search engines are looking for the best and fastest possible way to get an answer to a user. For instance, if you search for a product, you get product-oriented rich results like reviews and availability. While if you search for a particular recent movie, you see where it’s playing and it even lets you book tickets right away.

Here’s an example of a full desktop US search result for a specific product, namely a Fender American Professional Precision Bass. It’s got a lot of stuff going on (image is cropped, click the image for the whole enchilada):

  • Video overviews and reviews
  • A sponsored shopping panel to order it online
  • Editorial reviews
  • User reviews
  • Rich snippets for product listings in the organic search part
  • A local pack showing where you can buy it locally
  • An overview with similar products
  • Related searches
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This article was written by Edwin Toonen and originally published on Yoast • SEO for everyone.

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