Rich snippets guidelines

Rich snippets are designed to summarize the content of a page in a way that makes it even easier for users to understand what the page is about in our search results. If you’re considering taking advantage of rich snippets, think about whether a user would find the information helpful when choosing between search results. The following guidelines may give you a better idea of what we mean.

To get started with rich snippets, review the in-depth information provided in the Webmaster Help Center as well as the technical, design, and quality guidelines below.

Technical guidelines

  1. In order to be eligible for rich snippets, you should mark up your site’s pages using one of three supported formats:
    1. Microdata
    2. Microformats
    3. RDFa
  2. Once your content is marked up, test it using the structured data testing tool. If the tool correctly renders a rich snippet for your pages, they’re eligible to be shown with rich snippets! If rich snippets aren’t appearing in the rich snippets testing tool, refer to our troubleshooting guide.
  3. Once you’ve correctly implemented and tested your markup, it may take some time for rich snippets to appear in search results as we crawl and process the pages. If rich snippets are not appearing in Google’s search results after a few weeks, refer to our troubleshooting guide as well as the design and quality guidelines below.

Design guidelines

Implementing rich snippets allows us to provide an even more useful summary of the content on a page. Markup intended to be used in a rich snippet should:

  1. Describe and summarize the page’s main content as a user would see it. (There are some exceptions.)
  2. Contain up-to-date information. We won’t show a rich snippet for time-sensitive content that is no longer relevant.
  3. Be of original content that you and your users have generated and is fully contained on your page. We won’t show a rich snippet for content that is linked or alluded to but not directly available on a page.

Quality guidelines

While rich snippets are generated algorithmically, we do reserve the right to take manual action (e.g., disable rich snippets for a specific site) in cases where we see abuse, deception, or other actions that hurt the search experience for our users. In particular, you should avoid:

  • Marking up content that is in no way visible to users.
  • Marking up irrelevant or misleading content, such as fake reviews or content unrelated to the focus of a page.

These quality guidelines cover the most common forms of deceptive or manipulative rich snippet behavior, but Google may respond negatively to other misleading practices not listed here. It's not safe to assume that Google approves of a specific deceptive technique just because it isn't included on this page. We strongly advise that webmasters focus on providing a great user experience rather than on looking for loopholes.


If rich snippets are not appearing for your pages in Google’s search results, check that you’ve done each of the following things:

  1. Implemented markup in accordance with the above guidelines
  2. Successfully tested using the structured data testing tool
  3. Reviewed our troubleshooting guide

Reporting rich snippet spam

If you believe that another site is abusing Google's rich snippet quality guidelines, please let us know.