Definition
Rich results are search listings with extra visual details, such as ratings, prices, images or breadcrumbs, usually enabled by structured data.
Rich results explained
A standard result shows a title, URL and snippet. A rich result adds more: a product's price and availability, a recipe's cooking time and photo, a video thumbnail, an event date, or a breadcrumb trail instead of a URL. Google documents which rich result types it supports and what structured data each requires.
Adding valid structured data makes a page eligible, but Google decides whether to show a rich result, and it can change which types it supports. Some formats that were once common are now shown only for certain kinds of sites or have been retired, so check Google's current documentation before investing in a type.
Rich results tend to make a listing more noticeable and informative, which can improve click-through rate. They also require accuracy: prices, ratings and availability in the markup must match the page.
Example
Your online store's product listings in Google show only a title and description, while a competitor's show price and stock status. Adding valid Product markup that matches the page makes your listings eligible to show the same details.
Why it matters
Richer listings stand out on crowded results pages and give searchers reasons to choose your result before they click.
Related service
Technical SEO
Crawlability, indexing, structured data and rendering fixes so search engines and AI crawlers can read your site.
Technical SEO servicesSources
- Google Search Central: Introduction to structured data markup (updated 10 Dec 2025)
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Related terms
- Schema markupSchema markup is structured data using the schema.org vocabulary that describes a page's content, such as a product, article or business, for machines.
- JSON-LD (JavaScript Object Notation for Linked Data)JSON-LD is the format Google recommends for structured data, added to a page inside a script tag separate from the visible HTML.
- Product schemaProduct schema is structured data describing a product's name, image, price, availability and reviews, making the page eligible for richer listings.
- CTR (Click-Through Rate)CTR (click-through rate) is the share of people who click a result or ad after seeing it: clicks divided by impressions.
- Featured snippetA featured snippet is a highlighted box at the top of Google results that shows an extract from one web page answering the query, with a link to that page.