12 Reasons Why Your Rich Snippets Aren’t Showing

Google’s natural search outcomes was made up of 10 plain blue hyperlinks and a small description for every.

Today, Google’s SERPs are far more feature-rich and complicated.

Search options, resembling wealthy snippets and featured snippets, draw consideration of Google customers away from the plain outdated hyperlinks.

How are you able to fight this?

By ensuring your websites have wealthy snippets as nicely.

One option to get wealthy snippets is thru structured knowledge – or schema.

This is markup that may be added to a web site to assist search engines like google and yahoo present extra detailed outcomes for customers, showing within the type of a wealthy snippet.

search engine optimisation professionals can work with builders to arrange good structured knowledge on their pages.

Google loves wealthy snippets – and so do customers – particularly on the search outcomes for recipes and merchandise.

Rich snippets present star rankings, recipe markup, and far more.

They draw the eyes of searchers and, consequently, sometimes have larger click-through charges.

12 Reasons Why Your Rich Snippets Aren’t Showing

There are some ways to implement structured knowledge markup to realize a featured snippet.


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You can use JSON-LD, RDFa, and Microdata to arrange your structured knowledge JSON-LD is likely one of the finest methods to maintain your structured knowledge constant.

Schema.org is a collaborative vocabulary supply you should utilize with RDFa, Microdata, and JSON-LD, to search out new methods to mark up your knowledge.

Google has its personal requirements which can be based mostly on Schema.org specs.

Marking up your content material with structured knowledge might be a good way to beef up how machines can learn your web page.

It’s positively price placing effort into to face out from the group.

Sometimes, although, you undergo all the trouble of discovering related structured knowledge.

You’ve satisfied stakeholders that it’s a good suggestion to mark up your pages, created correct markup, and revealed it – however nothing occurs.

Your snippets aren’t enriched, you simply have plain outdated blue hyperlinks.


Let’s stroll by means of a few of the the reason why your wealthy snippets is probably not showing in Google’s search outcomes.


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1. Rich Snippets Aren’t a Guaranteed Thing

Many assume that as a result of they added the code to the web site, Google will routinely start to characteristic wealthy snippets.

However, this isn’t so.

Google reserves the fitting to disclaim service to your structured knowledge.

On high of this, Google solely helps sure sorts of structured knowledge. They don’t help all of the schema varieties on schema.org and wealthy snippets solely seem with sure schema varieties.

The sorts of structured knowledge supported by Google embrace:

  • Article
  • Book
  • Breadcrumb
  • Carousel
  • Course
  • Critic Review
  • Dataset
  • EmployerAggregateRating
  • Estimated Salary
  • Event
  • Fact Check
  • FAQ
  • Home Activities
  • How-To
  • Image License
  • Job Posting
  • Job Training
  • Local Business
  • Logo
  • Movie
  • Podcast
  • Product
  • Q&A
  • Recipe
  • Review Snippet
  • Sitelinks Search Box
  • Software App (beta)
  • Speakable
  • Subscription and Paywalled Content
  • Video

2. Your Structured Data Doesn’t Meet Quality Standards

Additionally, if structured knowledge markup doesn’t meet Google’s high quality requirements, they reserve the fitting to not show it in search outcomes.

Some of the standard requirements the Google expects from markup embrace:

  • Providing updated info.
  • Providing unique content material that you simply or your customers have generated.
  • Not mark up irrelevant content material.
  • Not to advertise unlawful actions or something that facilitates critical hurt to others.

More of those tips are outlined beneath.

three. Your Structured Data Is Not Relevant or Is Misleading

If your marked up content material isn’t going to supply a person with a greater search expertise, you’d finest consider Google gained’t prioritize displaying a wealthy snippet.

So you want to be sure that the structured knowledge is related to the content material on the identical web page.

Remember, schema is describing your content material to a machine.

Is there any manner the machine would see an inconsistency between your markup and your pages?

four. Your Markup Data Contain Profanity

If markup knowledge, particularly evaluation structured knowledge, comprises profanity or vulgar language, it gained’t be displayed as a wealthy snippet.

No cursing!

This is true for grownup websites, and with safesearch off.

5. Your Structured Data Mark Up Is Done Incorrectly

This is the most typical motive why wealthy snippets aren’t displaying for pages in SERPs.

There are many areas the place the smallest coding element might be missed and end in Google not having the ability to perceive the markup.


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Schema.org can present perception into each sort of structured knowledge markup that one might ever wish to implement on a web site.

The tips, although, have to be adopted to a “T” when it comes to element.

One of the most typical the reason why this occurs facilities on how the code for structured markup was added to the positioning.

A typical error is when schema.org parts should not correctly nested.

Nesting is the idea that HTML code must correctly determine when an internet web page begins and stops addressing a specific matter.

For instance, when a web page has a primary entity resembling a Product, Recipe, LocalBusiness, and so on., the mainEntity itemprop ought to be carried out alongside the principle entity’s itemscope.

All attributes which can be associated to a sure entity are required to be nested inside the HTML node.

A typical error is when HTML nodes are closed prematurely.

12 Reasons Why Your Rich Snippets Aren’t Showing

Another frequent error relating to implementing markup is unclosed HTML tags.


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Each HTML tag have to be opened, in addition to closed.

If tags aren’t correctly closed, Google’s structured knowledge reader probably gained’t learn the proper nesting and grow to be confused.

12 Reasons Why Your Rich Snippets Aren’t Showing

Duplicated aggregateRating itemprops are one more frequent hold-up relating to wealthy snippets not displaying in search outcomes.

Each entity ought to be laid out utilizing a sort itemscope.

However, one sole aggregateRating itemprop is required for every itemscope.


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Multiple variations of this may create further disarray for Google and can end in no evaluation stars showing.

In addition, lacking aggregateRating itemprops may also confuse Google as it should present a ranking from just one particular person, and never the collective complete.

6. You’re Using Multiple Markup Languages

You can use Schema.org vocabulary with a wide range of encodings resembling RDFa, Microdata, and JSON-LD.

It is necessary to ensure, although, that solely certainly one of these structured knowledge encodings ought to be utilized on a single internet web page, as mixing completely different encodings will trigger wealthy snippets to not show accurately.

Using completely different encodings additionally makes the structured knowledge more durable to keep up and it opens doorways for errors and inconsistencies.

This is true even in case you have two structured knowledge varieties on the identical web page.

For instance, recipe markup and evaluation markup might be on the identical web page; however they need to each use the identical encoding.

If you’ve got certainly one of these languages alongside older markup, like data-vocabulary, it’s finest to take away the older markup.


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It’s most likely worthwhile to consolidate right down to only one and strategize on use that persistently throughout your website.

7. You Use Organizational Markup on Every Page

When attempting to acquire wealthy snippet outcomes, don’t use group markup on each web page.

John Mueller of Google has mentioned that it doesn’t matter the place the markup is used so long as it’s not on each web page.

eight. Google Does Not View Your Site as Reliable

Supporting evaluation content material can also be lacking, usually, from wealthy snippets if Google doesn’t belief the authenticity of the area.

Make certain your website is served over HTTPS, and that you simply solely embed HTTPS content material on HTTPS pages.

9. You Have Inconsistent Markup

If you utilize JavaScript to implement your structured knowledge, and even to change that markup, you may find yourself with inconsistent markup relying on whether or not JavaScript is enabled or disabled.

Look at your structured knowledge in View Source vs. Inspect Element.


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Is the structured knowledge completely different?

Could JavaScript have launched errors or issues?

10. Your Marked-Up Content Isn’t Visible to the User

If a website has few pages, or few pages with marked-up structured knowledge, a wealthy snippet could not seem.

If Google, or customers, can’t see the data you’ve got marked up with structured knowledge, Google sees that as being deceptive.

It’s necessary to ensure content material that’s marked up with structured knowledge is seen, and never hidden behind click on occasions or CSS.

11. Google Can’t See That Your Content Changed

It is necessary that an XML sitemap characteristic the <lastmod> attribute to sign to Google that pages must be reindexed.

You may also drive Google to re-crawl the web page within the URL inspector in Search Console.

12. Not Enough Time Has Passed

Google doesn’t uncover marked-up content material immediately, however quite when it crawls a website subsequent.

Even then, it could nonetheless take an extended time frame for wealthy snippet outcomes to seem.


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It is feasible, although, to inform Google that content material on a website has been marked up.

How to Test if Markup Implementation is Accurate

You can use a few instruments to make sure that structured knowledge markup fulfills Google’s necessities.

These instruments embrace:

  • Rich Results Status Reports.
  • The Rich Results Test: This testing instrument lets you check a web page or HTML code to see if the web page helps wealthy outcomes, what these outcomes are, and what to repair if there’s a problem.
  • Data Highlighter: This useful resource from Google helps the search engine to grasp and course of markup by permitting a person to spotlight and tag knowledge fields with a mouse.

Google beforehand additionally supported using the Structured Data Testing Tool.

While this instrument continues to be helpful, Google is shuttering help of it in favor of the Rich Results check.

More Resources:


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Image Credits

All screenshots taken by creator, August 2020

Source hyperlink search engine optimisation

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