A snippet, in its simplest translation, is an individual element in a set of search results, containing, in its basic version, the title, URL and a short description of the website.
The text of the snippet itself is adapted to the phrases that were entered into the search engine. Algorithms select its content to best match the user's query, although it is possible to influence this selection by adding a meta description to your site.
Why are snippets so important for your website?
Snippets play a key role in the SEO process – they help drive traffic to your website because they are the first point of contact between a user and your site. Effectively worded and optimized snippets can significantly increase your click-through rate (CTR) , attracting more visitors. They provide short but concise information about what a user can find on your page. They also encourage them to click if the content seems to answer their query. As a result, a well-optimized title and meta description not only help improve your page’s visibility in search engines, but also build trust and interest in potential visitors before their first visit.
What are rich snippets?
You are probably wondering now how to enrich the standard view, consisting of the title, URL and description of your website in Google search results? The answer is simple - just implement rich snippets. But will their implementation help you reach a larger audience? In my opinion - Yes! Rich snippets supplement your search result with additional information, thanks to which the click-through rate can increase despite the same position and more people will get to know your offer.
How to implement rich snippets?
Most rich results are created thanks to structured data. This is code added to the page that helps search engines better understand the page and properly catalog its content. Some of the information provided in the search engine's structured data can be displayed directly on the search results page in the form of rich snippets. It is important that the code does not contain errors and has all the necessary elements. Only then does your page have a chance to gain a rich result in the search engine.
Structured data is not the only way to gain an attractive result in Google. Sometimes the search engine is able to display additional information such as links to other subpages or sections within a given page. Here, it is important to take care of the structure of the site that is readable for robots, because thanks to this we increase the chance of this rich fragment appearing.
Search result with sitelinks
Example search result with additional links
Search result with sitelinks
Example search result with additional links.
The most popular types of rich snippets
You're probably curious about what rich snippets you can add to your score. Below are some of the most popular examples.
Average Rating Information
Rich snippets with ratings display stars in search results, which immediately attracts attention and builds user trust. Imagine you're looking for the best leek salad. A page that has a star rating in addition to the title and initial description will definitely stand out from other recipes and make you more likely to click on that result.
sample search result - rich snippets - ratings
Example search result with average rating.
For more information about review snippets and how to implement them, visit the Google documentation .
Price and availability of the product
Rich snippet is an essential element, especially for online stores and e-commerce. Why? Thanks to rich snippets, a given page can stand out from the rest, providing information about price, availability, size or facebook database color directly in the search engine. This extended fragment can influence the decision to buy a product.
sample search result - rich snippets - price
Example search result with price range.
sample search result - rich snippets - price
Example search result with price and availability.
For more information about this rich snippet and how to implement it, please see Google's product documentation .
Breadcrumbs
Beadcrumbs, or breadcrumb navigation paths or breadcrumb menus, show the user the path they need to follow to reach a specific product or page. Such additional information is especially useful on pages with a large assortment. Although Google is able to create such a path based on the URL, it does not always look the way we would like it to. The use of structured data on the page allows for greater control over what exactly will be displayed just above the page title.
sample search result - rich snippets - breadcrumbs
Example search result with optimized breadcrumbs path.
Please refer to the Google documentation for information on how to implement this rich snippet.
Technical specifications in rich snippets
For sites offering technical products, such as electronics, rich snippets can showcase key specifications—such as screen size, battery life, and supported technologies. For consumers looking for specific product features, such information can be crucial in deciding which link to click.
Internal search engine
You might be surprised, but if you have an internal product search engine on your site and you add the appropriate structured data to the page, there is a chance that it will also appear in search results. This is a useful snippet that allows you to search for specific products from Google.
sample search result - rich snippets - search engine
Example search result with internal search engine.
You can learn how to add this rich snippet in the Google documentation .
Domain name
You've probably noticed that some pages in search results have a different name just above the address than the domain would indicate. This is also due to, among other things, structured data. Such a change can help build brand recognition.
sample search result - rich snippets - domain name
Example search result with optimized domain name.
Of course, you will find the implementation method in the Google documentation .
Featured snippets
Most information is found through the Google search engine, and you've probably encountered a situation where the first result contained an extensive answer above the URL . This is a special extended snippet with an answer to a specific question. Such citations by Google help gain better visibility and build the image of an expert in a given field. Featured Snippet, because that's what we're talking about, is called "position zero" in Google, because it appears above the first "regular" result, although technically it is the first organic result. It takes the form of a definition or list and quite often contains one or more graphics.
sample search result - feature snippet
Feature snippet in search engine.
How to get your result in the featured snippet?
The answer is relatively simple. Make sure your content is as relevant as possible to what you do and what people want to know. Create content that naturally includes keywords related to your industry. Using lists and tables will also help. Information organized in this way is better absorbed by algorithms, which increases the chance of a Feature snippet appearing with your page. Remember, however, that the final decision to display a "zero result" is on Google's side.
