Rich snippets

What are rich snippets?

Rich snippets (also called rich results) are search results in Google that contain more information than the standard trio of title, URL and meta description. They can show star ratings, prices, availability, images, FAQ sections and more - directly in the search result.

Rich snippets are automatically generated by Google when your online store contains structured data (schema.org markup) in the HTML code. You can't guarantee that Google will show rich snippets, but proper markup significantly increases the likelihood.

Types of rich snippets for webshops

Product rich snippets

Displays product information directly in the search result:

• Star reviews (aggregated rating)
• Number of reviews
• Price and currency
• Availability (in stock / out of stock)
• Product image

Review snippets

Shows stars and number of reviews from customer reviews. One of the most visible and click-driving forms of rich snippets.

FAQ rich snippets

Displays questions and answers directly in the search result. Gives you more space in the SERP and captures users with specific questions.

Breadcrumb rich snippets

Displays your site hierarchy (e.g. Home > Clothing > Men's jackets) in the search result instead of the raw URL. Gives the user better context.

Sitelinks search box

Displays a search box directly in the Google search result for your brand, so users can search your online store without visiting it first.

Why are rich snippets important?

• Higher click-through rate (CTR): Rich snippets are visually more prominent than standard results. Studies show a 20-30% CTR increase with starred reviews in search results.
• More qualified traffic: Users who can see price and availability in the search result have better expectations when they click - resulting in lower bounce rates.
• Competitive advantage: If your competitors don't have rich snippets, you stand out visually in the SERP.
• More space in the SERP: FAQ snippets and other extended results take up more visual space, displacing competitors.

Rich snippets in Shoporama

Shoporama automatically generates structured data (JSON-LD) for your product pages with:

• Product schema: Product name, description, image, SKU, GTIN/MPN, brand
• Offer schema: Price, currency, availability (InStock/OutOfStock), price validity period
• AggregateRating: Average rating, best rating and number of reviews from customer reviews
• Review schema: Individual customer reviews with rating, author and text

All this is automatically generated - no need to add code manually. Google crawls your site, finds the structured data and can display rich snippets in search results.

Test your structured data

• Google Rich Results Test: Test individual pages to see if Google can read your structured data correctly.
• Google Search Console: See what rich results Google has found on your site and if there are any errors or warnings.
• Schema.org Validator: Verify that your JSON-LD markup is technically correct.

Best practices

• Collect customer reviews: Rich snippets with stars require actual reviews. Implement a system to encourage customers to review products.
• Keep data up-to-date: Prices and stock status in your structured data should match what's displayed on the page. Google can penalize misleading data.
• Use correct markup: Follow Google's structured data guidelines. Abuse (e.g. fake reviews) can lead to penalties.