Rich Snippets - Webmaster EDU


Rich snippets not appearing

Rich snippets improve the web for everyone, so Google encourages webmasters to mark up their content (or use a Merchant Center product feed) to give us structured information about your data whenever appropriate. While we don't guarantee that we will always use this information, we will check your site for marked-up content when we crawl it.

If you've marked up your content for rich snippets, but rich snippets are not appearing in search results, check the following:

Does your markup follow our usage guidelines?

If you're using rich snippets markup for events, products, reviews, or receipes, check that you're following our usage guidelines:

Is your marked-up content hidden from users?

In general, Google won't display any content in rich snippets that is not visible to human user. It can be tempting to add all the content relevant for a rich snippet in one place on the page, mark it up, and then hide the entire block of text using techniques like display:none, value-title, css etc. Don't do it! Google will ignore content that isn't visible to human users, so you should mark up the text that visitors will see on your web pages.

Note that in a few limited circumstances, it can be useful to provide both a machine-readable and a human-readable version of your content. For example, because the text string "Elvis's birthday" is significant to a great many human readers, but less so to machines, Google provides a way to provide the date in a machine-readable form—1935-01-08—while still displaying the content in a human-friendly way. For more information, check the Help article for each product type.

Is your markup incorrect or misleading?

Check your markup to make sure that it matches the requirements for each content type. Verify that no required tags or attributes are missing, and that information is in the correct format. You can use microformats, microdata, or RDFa to mark up your content. However, you should pick one markup standard and use it consistently across the page.

Make sure you're using the correct property names. For example, the correct RDFa property name for marking the number of reviews on a page is count. If you mark up the number of reviews using a property labeled reviewCount instead of count, no preview will be generated.

We strongly recommend using the rich snippets testing tool to verify your markup. Make sure that the information you marked up appears in the "Extracted data from the page" section of the testing tool. If it doesn't, Google didn't find it.

Currently we show rich snippets for recipes, reviews, products, events, and people. Video markup is recognized and used to make sure that video content is crawled and indexed properly; organization markup is recognized but not yet used to create rich snippets. Therefore, the testing tool won't generate a preview for video and organization content.

Is your marked-up content representative of the main content of the page?

With rich snippets, Google's goal is to provide users with a quick way to decide if a page in search results meets their needs. If your page is almost entirely about cats, but includes a small section containing marked-up information about a Star Wars flash mob event, we won't show a rich snippet preview of that event in response to a query about cats (or Star Wars either, for that matter).

Have you supplied enough information?

Google needs certain data to generate a rich snippet preview for each product type. For example, a Review without a reviewer or a Review-aggregate without a count will not generate a preview. A Person without enough marked-up information, or an event without a date or venue, won't generate a rich snippet either. To see required properties, check the article for each content type.

Have you only recently updated your content?

If you've marked up your site's content, tested your markup using the rich snippets testing tool, and checked the common issues above, remember that it takes time for rich snippets to appear in search. You can also let us know about your content. (Although Google won't be able to individually reply to your message, we may use the information you supply to improve our detection and display of information in search results.)

Does your markup include incorrect nesting?

Some items can include other items: for example, a restaurant review might include a Person as the author of a review, as well as Organization information such as the reviewer's job title and the address information of the business. In this case, you can convey the relationship between these types of data by nesting Person information (reviewer details) and Organization information (address details) inside that review. It’s important that you follow the guidelines for nesting items.

Reviews: Does your review use count instead of vote?

Your marked-up review uses count instead of votes. count specifies the total number of reviews for an item. votes specifies the number of people who provided a rating, with or without an accompanying review. A review can specify count or votes, or both. However, whenever you include count, the page must also contain markup for each reviewed item.

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