Practical explanation:
When you search for a product and see star ratings under the result, or a recipe that shows cooking time and calories — those are rich snippets. They pull structured information from the page and display it visually in the search results.
For businesses, rich snippets make a listing stand out on a crowded results page. A result with star ratings or a FAQ preview naturally draws more attention than a plain text link, which can increase click-through rates even without ranking higher.
How to get them
Rich snippets are generated from structured data — specifically, a type of code called schema markup added to your website. It tells search engines what kind of content is on the page and how to display it. Google decides whether to show it, but having the markup in place is the prerequisite.
Diligently includes schema markup as part of its advanced on-page SEO setup, available in the Large website package and Professional SEO Audit.
What to watch out for
Adding schema markup doesn't guarantee rich snippets will appear. Google chooses when and how to display them. Incorrect or spammy markup can also result in a manual penalty, so implementation needs to be done properly.
Related terms: Schema Markup, SERP Features, SEO, Technical SEO