Rich snippets not appearing

Adding structured data to pages on your site helps Google's algorithms understand their content and index them better. The structured data gathered from your site can be used to improve the page's search entry, for example, to generate rich snippets, which provide an improved page summary in our search results. There are several ways that you can add structured data to your web pages: by adding markup to your pages, using Data Highlighter, or using Google's Merchant Center.

If you've added structured data for rich snippets, but they are not appearing in search results, the problem can be caused by two types of issues:

  • Technical issues with the structured data markup or with the Google’s ability to crawl, index, and utilize the structured data.
  • Quality issues, that is, structured data that is technically correct, but does not adhere to Google’s quality guidelines.

Before you begin: check for structured data in Webmaster Tools

Before going through the troubleshooting process, look at the Structured Data Dashboard for your site in Webmaster Tools, which you can find at Search Appearance > Structured Data. You'll see a list of the structured data types found on your site. Check that all the structured data types you expect are on the list. If something is missing, one of the technical issues outlined below is probably affecting Google's ability to read your structured data.

Technical issues

The first place to look for problems are technical issues with your structured data or Google's ability to crawl and index that data. Here are some questions to consider:

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 rich snippet will be generated.

We strongly recommend using the Structured Data 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 not used in rich snippets, but is used by Google for other search features such as Knowledge Panel logos. The Structured Data Testing Tool won't generate a preview snippet for video and organization content, but it will show you the markup Google sees for these structured data types.

Have you supplied enough information?

Google needs certain data to generate a rich snippet for each product type. For example, a Review without a reviewer or a Review-aggregate without a count will not generate a rich snippet. 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.

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.

Can Google see the page?

If your page markup is correct but rich snippets are not appearing, make sure that Google can see the page. The best way to do this is by using the Fetch as Google service in Webmaster Tools. When you give Fetch as Google a URL, it returns the page as Google sees it. To use Fetch as Google go to Webmaster Tools for your site, go to Crawl > Fetch as Google. You may also want to look at the Crawl > Crawl Errors report to see which parts of your site are returning an error during crawl.

Have you only recently updated your content?

If you've marked up your site's content, tested your markup using the Structured Data Testing Tool, and checked the common issues above, remember that it takes time for rich snippets to appear in search.

Quality issues

If there are no technical issues, then rich snippets may not appear because the page quality is low, or because the structured data does is not consistent with Google's quality guidelines. For more information, see Rich Snippet Guidelines.

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. Don't hide the content that you have marked up for rich snippets using techniques like display:none, value-title, or css. 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 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 the history of the Kentucky Derby, but includes a sidebar with the recipe for their famous Mint Juleps, we won't show a rich snippet of that recipe in response to a query about the Kentucky Derby.