The complete list of Google rich results 2023 (with examples)
Ranking on Google’s first page of search results is valuable for virtually every public website on the internet. This ranking can bring in even more traffic if you use the options Google provides to improve how your website looks on the search engine results page (SERP).
What are rich results?
A rich result is a special augmented Google search result that provides searchers with extra information. This information could be anything from user reviews to FAQs users often ask regarding the website. There is a wide variety of different kinds of rich results, all with their own unique benefits and requirements.
These results will appear at various different places on the search results page, sometimes even being shown above Google’s paid results.
Having your website rank for this kind of result can lead to a sharp increase in clicks, so it is often well worth optimizing for it. When optimizing for Google rich answers/results, one of the most impactful things you can do is to add schemas to your well-performing pages.
What is a schema in SEO?
Schema is a unique code created by search engines to help their crawlers understand the content of a page. When you apply this code to a page, it remains invisible to the average user but can be read by a search engine crawler. This code gives context to the crawler so it can better label and index your page.
When optimizing for a particular kind of rich result, you should apply its corresponding schema, so Google has an easier time indexing your content. If you want to gain a better understanding of schemas, check out our guide to optimizing your website schema.
Types of SERPs and eligible pages
Google has created different types of rich results to match the wide variety of pages on the internet. Some rich results are general and can apply to most websites, while others only apply to specific types of pages. Below is a list of the broad categories of rich results:
- Product page
- Blog and content
Each of these categories contains more specific rich results. Since most webpages won’t be able to rank for more than four or five rich results, it is better to target what SERPs you optimize for.
These rich results can apply to most, if not all, websites, provided they meet some basic requirements.
There are 12 general SERPs.
1. Featured snippets
These are some of the most sought-after rich results since they take up a large amount of space on the search results page — almost the entire first fold. It’s different from most other rich results because your website needs to rank on the first page of results to appear as a featured snippet.
There are three types of featured snippets: paragraph, list and table.
The paragraph featured snippet appears for search queries with straightforward answers that can fit into a short paragraph. Optimizing for such snippets is simple, but it does not mean getting these snippets is easy. Google featured snippets only appear for a small number of queries. According to a study published by Getstat, 15% of search queries have featured snippets.
You can see an example of such a rich snippet below:
So how to rank for this featured snippet? Unlike most other rich answers, structured data doesn’t have much impact. Instead, the best thing you can do is place a brief answer to a question that you pose in a heading right above said response. Ensure your heading contains the keyword you are trying to get a snippet for.
This rich snippet is similar to the paragraph snippet, except list snippets only appear for queries that can be quickly answered with a shortlist. This result appears as a numbered or bulleted list that links to its page of origin. When optimizing this snippet, try to number your list and keep it in heading tags. Ensure the H1 of the page this list is on contains the keyword you want your snippet to appear for.
You can see an example of a list snippet below:
A table featured snippet appears for search queries that a small amount of organized data can answer. This table is pulled directly from the page as it appears. To optimize for this rich answer, construct your table in HTML on the site. Also, add a caption to give Google’s crawler context about the data this table contains.
You should also add table schema to this page to give Google’s crawler some additional help understanding your page.
Below is an example of a table featured snippet:
FAQ rich snippets appear as questions underneath the ranking webpage. These questions have small arrows that users can click to display their answers. Google only shows two FAQs per result, but it may be helpful to prepare more than two so Google can select the ones it thinks are the most relevant.
Optimizing for FAQ rich results involves writing relevant questions and answers for specific keywords and then adding FAQ structured data to your page. If Google finds these FAQs relevant to a particular search query and your website is ranking for said query (not necessarily on the first page), then Google may show your FAQs along with your ranking page
Below is an example of an FAQ rich snippet:
3. People also ask
People also ask is displayed as a box with a small number of questions in the middle of the search results page. Each question comes from a website with a clickable link at the bottom. This rich result offers users information related to their search query but usually does not answer the search query itself.
Every time someone clicks on a people also ask question, Google generates more questions underneath it. These newly created options are always related to the question the user clicked on. So even if you are not appearing in the first fold of options, you may appear as the user clicks through the questions. These snippets can appear in any format that Google has available, including lists, images and videos.
Optimizing for people also ask requires more research into your page’s topic. You need to answer a related question to your page’s topic. Ideally, this question should be the logical evolution of your page’s topic. For example, if your topic is a complete list of heading tags, then telling people how to use said heading tags would be the logical next step.
It may also help to add question schema to your page, so Google understands you are answering a particular question.
You can see an example of a people also ask snippet below:
4. Site search bar
This rich result appears as a search bar underneath your website on Google’s search results page. This search bar reflects the functionality you have implemented on your website and won’t work if there is no search option available. This rich snippet only works for your homepage.
To optimize for this snippet, implement a search engine onto your website and then add search structured data to your homepage. Do make sure you have one canonical homepage, so Google’s crawler does not get confused.
Below is an example of a search bar rich result:
5. Local business
The local business rich result applies to search queries that look for a particular service or list of services — for example, queries such as “best B2B marketing agency in Canada” or a query looking for a specific business. This rich result can be handy for users since Google displays the business working hours, location, contact information and any other information the business wants to provide.
Appearing in the map pack can be game-changing when working with local SEO since it gives you the top spot on search results for local queries.
Optimizing this result involves adding local business schema to your website and all the required information. You also need to create and verify a Google My Business (GMB) profile. GMB requires you have a physical location that Google can verify via a mailed verification code.
These rich answers appear above all the other organic search results but below paid ads. Unless the user is looking for just one organization, Google shows a carousel of related businesses.
Google needs to know your logo in order to correctly display your business in the local business knowledge panel. Having your logo alongside your business information on the knowledge panel improves your brand visibility. This image will also appear in Google search results about your business.
To optimize for this result, all you need to do is mark an image on your site as your logo: use the logo schema markup and apply it to the image.
Below is an example of this rich result:
Breadcrumbs refer to the links at the top of your page that show the path users have taken to get to the page they are on. These links can be very useful for internal linking and improved user experience. They give a user a clear idea of how your website is structured and how to go back to a previous page.
On a search results page, breadcrumbs appear in place of the URL, right above the link to your page.
To optimize for breadcrumbs, add breadcrumbs to the page you want to optimize and then apply a breadcrumb schema. It should look like the example below:
The event rich result shows searchers several tabs displaying events that are occurring in their locality. These tabs display important information such as event timings, venues, notable guests etc. Only webpages focusing on a single event are eligible for this rich result.
Google’s special events show many events at once, and users can scroll through them to find events that match their needs — for example, online events like live streams and webinars or in-person activities such as conventions and concerts. According to a Google case study, an event schema can increase traffic from Google search by 100%.
To optimize for event rich results, all you have to do is set up an event schema on all your event pages and make sure Google has crawled and indexed your site.
Below is an example of what event rich results look like:
9. Indented Result
Indented rich results show multiple related pages from the same website for a particular search query. Instead of letting your website take up two result spots on one search results page, Google shows the second page underneath the first, as seen below:
This rich result allows your site to take up more space on the search results page.
Optimizing for these results can be a little complicated since there is no guarantee Google will display your website this way, but you can take these steps to increase your chances:
- Make sure one of your pages is ranking well for a particular keyword.
- Add links from the well-ranking page to the page you wish to optimize as the indented result.
- Focus both of your pages on answering different searcher intents for the same keyword so the pages do not have duplicate content.
- Avoid keyword cannibalization.
The carousel rich result shows users many different results as small informational cards that they can scroll through. All the cards in one carousel result will be from the same site, allowing sites to show users a large number of results at the same time.
There are four different kinds of carousel results, each with its respective structured data. Each of them is described below:
These carousels show all the relevant recipes on your website, allowing users to pick the one they like best. The cards in the carousel display the recipe name, how long it takes to make and the calories it contains. The user can access the entire recipe by clicking on the card.
To optimize for recipe rich results, ensure to add recipe structure data to your site and item list structure data. This way, Google knows what pages contain recipes and how many recipes there are on your site.
See this example of a recipe carousel:
You can apply to be eligible for a restaurant carousel if you have multiple restaurants on your website. This rich result displays all your restaurants at once, allowing users to see their names, types of cuisines and address.
To optimize for this rich result, add carousel structure data and fill in the extra properties required for restaurants.
The carousel for movie lists can be seen on mobile devices and only shows users the movie image, director and title.
To optimize for this rich result, you must add movie and carousel structure data to your list page.
Google can also show educational courses in carousels, provided your website has multiple courses available. The cards here show users the course title, description and course provider.
Optimizing the course carousel involves adding carousel structure data and course structure data to your site.
Review rich results typically look like stars underneath your website on the search results page. These stars indicate your page’s review score out of 5 and you can apply them to many different types of content, including:
- Educational courses
- Local businesses (provided it is a site that hosts reviews for other businesses)
- How to guides
Snippets of specific reviews may also appear underneath the search result, but this is not guaranteed.
The best way to optimize for review rich results is to add review schema to your webpage. Make sure you add the aggregate rating for your reviews if you have multiple on the same page and if all the reviews are for the same product/service.
Review rich snippets look like this example below:
Product rich results are only available for pages with a single product or a shopping aggregator page that only discusses one product. These results show product details such as price, ratings (reviews) and a special badge that says product on images of said product.
To optimize your product page for this rich snippet, just add product structured data to your page and make sure to fill out the product name, price and product description. However, this type of result doesn’t work for product pages with multiple variants of the same product. Try to give each variant its own unique URL/page.
There are also U.S.-specific enhancements that you can optimize for such as shipping time and price change.
- To optimize for shipping time, you have to mention your shipping rate and what regions you can ship to.
- For changes in the price, you have to use the offer field in your structure data. Since Google uses historical data to calculate the price change, don’t use this feature if you have not changed the price.
Below is an example of a product rich result:
There are five different types of educational rich results, which enable education-based sites to improve their search appearances. Educational SERPS, however, have very strict requirements.
1. Learning Video
Learning video rich snippets apply to pages hosting free and accessible educational videos. Although it can apply to academic-style videos for students, it is not exclusive to academic content and can even be used for how-to guides. Only videos that are longer than 30 seconds are eligible for this rich result.
These videos are often shown above the regular search results, giving you a massive advantage if you optimize for them. Users also see a chronological breakdown of the video, showing them exactly when a problem is solved or mentioned.
To optimize for learning video rich results, you need to add both the learning video schema markup and the video object markup. Make sure you have clean divisions between problems if you address multiple problems in the same video. Also check to see if Google has indexed your video: submitting all of the video content on your site as a video sitemap is a great way to make sure Google indexes all of them.
Below is an example of a learning video rich result:
2. Fact check
If your page is contesting a claim made by another website or person, it may be eligible for the fact check rich result. Google has pretty strict policies on what kind of sites can appear for this kind of rich result, so make sure your site has all of the following:
- Multiple pages that are fact checking statements, all with their schemas
- An option for users to send in corrections in case you made a mistake.
- Your website cannot represent any kind of political entity.
- Your fact check process must be clear and transparent.
- Information on page must match the schema.
- You must meet all of Google’s policies for news websites.
- Your page must be clear about what claims you are fact checking and what the sources of said claims are.
This result replaces your page’s meta description with the fact check, telling users what fact your page is disputing and what your final verdict is, true or false.
Note that this rich result may cause people not to click on your page since it gives users the result of the fact check on the search result page.
Here’s an example of the fact check rich result:
To optimize your website for the fact check rich result, you need to add claim review, claim and rating schema. Simply adding schema doesn’t guarantee these rich results, but it improves your chances.
3. Math solver
If your site is hosting a math problem solver, then you are likely eligible for math solver-rich results. You need to meet the following criteria:
- The solver is not hidden behind a paywall.
- Your solver must be accurate.
- Your page has the math solver structure data.
These rich results look similar to featured snippets, except that users are shown one solution, and every math solver that ranks for the query appears underneath the solution as a small link. It is difficult for just one website to answer a math problem, so multiple websites will appear for the same rich result.
Below is an example of a math-solver rich result:
4. Education Q&A
Educational Q&A rich results are pretty similar to carousel results but are often more interactive. If your website has flashcards or questions and answers for students to practice, you may be eligible for this rich result.
To rank for this rich result, make sure your page meets the following conditions:
- Your page has at least one question and answer.
- The information on your page is accurate.
- The question and answer are educational or education related.
- Your page has the quiz schema markup.
Once you have met these requirements, the questions on your page may appear in a carousel above the organic search results page. Users also have the option to follow a link at the bottom of the question and answer card and reach your site.
5. Practice problems
If your website hosts practice problems for students to solve, it may be eligible for the practice problem rich result. Google is pretty strict when it comes to educational rich outcomes so it has the following requirements for your page to be considered for this rich result:
- Your page contains at least one practice question.
- The practice question is accurate and not misleading.
- The questions must not be hidden behind a paywall.
- Your page has at least two questions per topic.
- Questions are 320 characters max, or if they are multiple-choice, then 70 characters per answer.
- If your question has an image, it should not be larger than 200 px in height.
- Your host load settings allow Google to crawl your page often.
- Each question has the quiz-structured data.
- Each question is graded by a recognized educational standard.
Practice questions are shown at the top of the Google search results, with multiple different sites appearing for the same topics. The various sites are divided into separate tabs, so users know the source of each question. Below is an example of a practice question snippet:
Blog and content SERPs
Blog and content rich results are great for news sites and blogs, helping users learn more about an article before they click on it. There are four blog and content SERPs and they are detailed below:
All articles, blogs or news pieces are suitable for this rich result as they have article structure data.
Follow these best practices to optimize for the article rich result:
- Mention the date published and the date modified on the page as well as the structure data.
- Mention the author’s name and link to the author’s page.
- Add paywalled content structure data if your content is behind a paywall.
- Have a headline image that Google can show in the article preview.
Article rich results appear as a carousel on the search results page. Each card on the carousel links to and previews a different article from another site. Users can click on these cards to visit its host page.
Below is an example of article rich results:
2. How to
If the content on your page is a how-to guide that teaches users to accomplish a task, it is eligible for how-to rich results. Here are the criteria:
- Your page has a step-by-step guide for a specific task/ topic and is not a recipe.
- Each step is marked by how-to step or how-to section structure data.
- The entire page has how-to structure data on it
- If your guide recommends tools or materials, then it should have tools, and you should mark them with how-to supply or how-to tool structure data.
- Your guide has a time estimate for how long the task takes to complete.
- If every step has an image, each image must be mentioned with its corresponding step in the structure data. Using images likely improves your chances of getting this snippet.
- Your guide is not hidden behind a paywall.
This rich answer appears underneath the link to your page in Google’s search results. Google will likely show some steps/images straight away, but if your guide is long, users may need to click on a drop-down arrow to see the rest.
See this example of a how-to rich result:
Your page may be eligible for question and answer rich results if you are hosting a forum where people can ask questions and receive help or if it is a product support page where people can discuss specific issues with a product.
This is quite different from FAQ rich results because it doesn’t apply to questions that the site itself wrote and then answered. These questions must arise organically from users, not producers.
To be eligible for this rich result, you must meet the following criteria:
- Each page must only have one question.
- Each question must be marked up with a question schema.
- Each answer must be marked with the answer schema. Don’t mark up comments that are not answers.
- The whole page must have Q&A page schema.
This rich result shows the question directly underneath the link to your page, where your meta description would usually be. Answers are then displayed underneath the question in the form of cards.
Here’s an example of a Q&A rich result:
4. Pros and cons
The latest addition to Google’s rich results, the pros and cons result only apply to editorial review pages. It doesn’t apply to user reviews on a product page or the pros and cons list written by the maker/seller of a product.
To be eligible for this rich result, your page must:
- Be a review written by a third party.
- Have a pro and con list on the page.
- Be marked up with pros and cons structure data.
If you appear for this rich result, the pros and cons on your page will appear underneath your meta description, as shown in the example below:
Entertainment rich results help users learn more about particular books, movies or online events. These SERPs are ideal for boosting awareness.
There are three types of entertainment rich results.
Google created book rich results to make learning about books much easier for users. These results only apply to pages that are reviewing books themselves or via user consensus.
To be eligible, you must meet the following criteria:
- If you are just selling, your book feeds need to be uploaded to Google. You need to get in touch with your Google representative to do this.
- If you are lending books, you need to upload your book feed and your lending feed to Google. You also need a library schema.
- You must label both the work (name and author of the book) as well as the edition of the book (who published it and in what format) and the book’s ISBN on the page and in the structure data.
The book rich result appears as a knowledge panel with reviews and a short synopsis. It is incredibly difficult to rank for this kind of snippet since Google has restricted access to just a few sites.
Below is an example of what this result looks like:
Videos on your site can be eligible for certain kinds of rich video snippets and can even be shown in Google Discover. You should apply proper video structure data and follow these best practices:
- If your video is a live event, you can get the live badge added to your thumbnail by using the broadcast event schema.
- You can highlight certain parts of your clip by adding clip structure data. You can also do this on YouTube by adding timestamps in the description.
- If your video is educational, you should add learning video structure data.
The video will likely appear in a carousel in the regular Google search results or just appear as a search result in Google video search. Your important clips will be shown as labeled timestamps underneath the video, as in the example below.
3. Home activities
If your page hosts a live video or event that users could attend from home, you may be eligible for the home activities rich snippet.
To be eligible, you must meet the following criteria:
- Your page must have event or video structure data. Use event data if your video is not already published and readily available.
- All events must be virtual and not physical. You need to use the virtual location property in your event schema for this.
- Mention your timezone and event time.
Employer rich results are great for companies that want to attract a large number of applicants for their open positions. These results apply to most career pages or job postings.
The three types of employer SERPs are detailed below:
1. Job posting
If your website has individual job opening pages, it may be eligible to appear as a job posting rich result.
Google has strict guidelines that you must follow if you want to appear in this result:
- You have a job posting schema on the most detailed page for that job posting and not a careers page with multiple postings.
- The page allows users to apply.
- The job does not require users to pay money to apply.
- You remove job postings from your website as soon as the position is no longer available.
- Your job posting must be accurate and must not mislead users.
- Your page is only collecting resumes for open positions.
- No spammy content or keyword stuffing.
The rich result appears as a card in a list on the top of the organic search results. Each entry on the list contains the job title, whether full-time or part-time and any location requirements (work from home, work from the office etc.).
See the example below:
2. Estimated salary
Estimated salary rich results show users the average salary for a particular profession.
When you are providing Google with this information, it does not necessarily have to be a part of a job posting. All you need to do is to add the occupation schema to your page. Ensure that your page contains the data you provide in the schema.
Below is an example of this type of result:
3. Employer rating
If your site allows users to rate employers (businesses, not individuals), you may be eligible to appear in employer rating rich results. This result enables you to appear in a list on the top of the organic search results where Google displays aggregate employer ratings from different sources.
All you need to do to appear for this result is to add employer aggregate rating schema to your site and have visible reviews on your rating page.
Optimize your entire site and improve search results
Optimizing your site for these rich results can seriously improve your site’s organic search performance if done correctly. If you are having trouble achieving the results you want, get in touch with our highly experienced SEO team to learn how we can help.
Momin Shahab is an SEO consultant at Productive Shop. He has worked in SEO on an international level for upwards of three years at various companies. He has gained training in content marketing, project management and data analysis. When he's not working or researching SEO, he is reading and collecting books.