![]() ![]() Here is a common example of a rich search result, where we can see how search engine reads structured data markup and uses it to display a graphically enhanced search result - rich snippet - with star rating information, price and so on: Figure 1 Structured data displayed as a rich snippet by search engine Google and the Google logo are registered trademarks of Google LLC, used with permission. In general, rich snippets use structured data schema markup that usually has specific markup rules for each rich snippet, but they can also be used by search engine automatically, without adding structured data to a web page. They are used with a specific type of content on a web page, such as products, recipes, articles, events, videos etc. Rich snippets usually appear as standalone elements in the form of a card, box or carousel. Rich snippets or rich results are results on search engine results page (SERP) that are visually enriched with graphical elements such as images, rating stars, search boxes and similar, in contrast to the usual textual search results with blue link. For example, schema markup/structured data allows search engines to display enhanced search results - rich results. Schema markup/structured data allows computers, namely, search engines (bots, crawlers, spiders etc.) to get information about content and determine its meaning. Because it has standardized structure, it is also called structured data, and because it usually appears as snippet of code, it is also called (rich) snippets. Schema markup is a special code that is added to the web pages in a standardized way in order to describe its meaning for the computers.
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