Google to boost search listings with Rich Snippets

Website owners can now pack a bigger punch in search results displayed by Google with the introduction of Rich Snippets.

by Helen Leggatt

New search technology was showcased by Google at the latest Searchology event. One of the products, Rich Snippets, aims to prevent searchers clicking through multiple sites before finding exactly what they want. Google has researched the product with consumers and concluded that it would be useful.

"Rich Snippets give users convenient summary information about their search results at a glance," advises Google's Webmaster Central Blog. "We are currently supporting data about reviews and people. When searching for a product or service, users can easily see reviews and ratings, and when searching for a person, they'll get help distinguishing between people with the same name."

The benefit for website owners is that they will be able to pack even more information into their listings, such as opening hours or an average review rating, so potential site visitors can see "at-a-glance" whether the site contains relevant or worthwhile content.

According to Google, preparing to display Rich Snippets is simple and easy to do. However, as the program is being rolled out in stages, simply marking up pages with the necessary RDFa and microformats won't guarantee Rich Snippets are included in search listings.

Website owners who would like to express an interest in Rich Snippets should contact Google via this form.