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How to use Rich Snippets to increase search traffic for your business

  1. Rich Snippet explanation

    Elliottc26 UKBF Enthusiast Full Member - Verified Business

    Posts: 686 Likes: 215
    4 |

    Rich Snippets provide a way of adding information to your Search Engine Result Pages (SERP) entry, helping your potential customers find your website. These lines of additional information can help give your site an edge over your competitions, hence increasing your traffic and sales.

    Adding this information to your website will:

    • Draw attention to your entry
    • Give extra information related to the search query
    • Help increase your Click-through Rate (CTR)

    So, what snippets are available to you? Here Christopher Elliott, a UKBF member and founder of digital marketing agency InterLocal, shares his advice.

    Rich Snippets for  small businesses

    There are a good number of snippets available to add to your site's content on a page-by-page basis. These are added to your site using structured data within the coding (HTML microdata) or by using standalone code such as JSON+LD mark-up.

    Available snippets include:

    • Restaurants - average review, stars, price range
    • People - phone number, photos
    • Authors - photo, name, link to more articles
    • Business and organisations - location, customer reviews
    • Recipes - photo, recipe ratings and time required
    • Products - ratings, photo, price range
    • Music - lyrics, link to play a song
    • Video - image
    • Events - date, location, time

    You can code all of this information to display in the SERP pages alongside your entry. No doubt, you have seen them when searching Google and using them is easy.

    How to use Rich Snippets

    If you would like to try Rich Snippets on your business’ website, there are a number of coding options available to you. These coding elements are straightforward and simple, but tell Google what to display. The main coding options are:


    Google recommends using JSON+LD script, which is a JJavaScript-based code. You do not need any knowledge of JavaScript and the format is simple to use.

    JSON+LD mark-up looks like this:

    "@context": "http://schema.org",
    "@type": "Organization",
    "url": "http://www.your-company-site.com",
    "contactPoint": [{
    "@type": "ContactPoint",
    "telephone": "+1-401-555-1212",
    "contactType": "customer service"

    The above script tells the search engines what your contact information is for your business. This includes your URL (website address) and phone number under the Organisation type schema (see Schema.org for more information about the Organisation Rich Snippet).

    On the linked page, you will see you can add all these attributes to your script under the Organization type of Schema. This includes address, ratings, area served, brand, contacts, email, URL etc.

    Under this category, aggregate rating would display a five star rating in the SERP results for the page you have added them.

    A Rich Snippet Example

    So, let's look at an example for rich snippets using JSON+LD code. Let us pretend you have some content on your website, which is selling a software program. This program is a work of creativity hence you can use the snippets within the CreativeWork schema code.

    Under Properties, you can see all of the code available to you under this type. Therefore, the rich snippet you want is the author.

    You can use Author under the Person type, so, you can add in an additional type to the code under the CreativeWork type and add aggregate ratings. 

    The code would look something like this:

    <script type="application/ld+json">
    "@context": "http://schema.org",
    "@type": "CreativeWork",
    "Author" {
    "@type": "Person",
    "name" : "Joe Bloggs",
    "jobTitle": "Software Developer",
    "alumniOf": "University of Cardiff",
    "image": "[Insert Image URL]",
    "email": "[email protected]"
    "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.8",
    "reviewCount": "11"

    After the code is created for the particular page, you add this code to the footer of your page and voila! You have added Author and Rating snippets to your page for a CreativeWork.

    After Rich Snippets implementation

    You will need to check your code on the page is working correctly. Google have a structured data-testing tool you can use here.

    The tool will list any mark-up code you have used on your site as well as flag any errors that may occur. You will also see a list of information contained within the code found on your site.

    Happy coding!

  2. 19ninety

    19ninety UKBF Regular Free Member

    Posts: 141 Likes: 11
    Rich Snippets are a great feature, however Googles speed at updating search results to display the added Rich Snippets is painfully slow ... is there anyway to speed this up? Only a small portion of my search results display the snippets, and most of them are now incorrect due to price changes, etc, because it takes so long for Google up update them.
    Posted: Apr 14, 2017 By: 19ninety Member since: Nov 22, 2015
  3. Elliottc26

    Elliottc26 UKBF Enthusiast Full Member - Verified Business

    Posts: 686 Likes: 215
    If you have a Search Console entry setup for your site, go to:

    Crawl > Fetch as Google (fetch URL(s) for desktop and smartphone) > Submit for Indexing

    Google have to crawl and re-index your updated page(s) before any changes can be seen.
    Last edited: Apr 14, 2017
    Posted: Apr 14, 2017 By: Elliottc26 Member since: May 18, 2012
  4. Mingleflow

    Mingleflow UKBF Contributor Free Member

    Posts: 54 Likes: 9
    Posted: Apr 14, 2017 By: Mingleflow Member since: Aug 28, 2015
  5. ressica

    ressica UKBF Newcomer Free Member

    Posts: 0 Likes: 0
    Google indexed sites when its legit and approves by bots, some other time the things depend on back linking
    Posted: Apr 15, 2017 By: ressica Member since: Apr 14, 2017