8 Great Examples of Websites Using Rich Snippets


With Google pushing hard for schema.org, it’s only a matter of time that we as SEOs begin to see the value in adopting it. Now that search engines are seeking more ways to make use of rich snippets in search results, we’re seeing more tailored displays for our content every day. Below is a list of websites using structured data right. In the list I provide pictures of how their results are displayed as well as the code used to achieve the results.

#1 Last.FM – Subject: Music

I typed “incubus band” into Google search to find this result after a bit of scrolling.

Music Rich Snippet Example

Here’s the code showing how this was acheived.

Band Wrapper <article class="content artist-overview" data-require="music/artistpage" itemscope itemtype="http://schema.org/MusicGroup"></article>

Band Name <h1 itemprop="name">Incubus</h1>

Tracks Wrapper <tr class="first odd" data-track-id="14574414" itemprop="tracks" itemscope itemtype="http://schema.org/MusicRecording"></tr>

Song URL <meta itemprop="url" content="http://www.last.fm/music/Incubus/_/Drive">

Album Name <meta itemprop="inAlbum" content="Make Yourself">

Song Title <span itemprop="name">Drive</span>

Song Length <meta itemprop="duration" content="PT0M30S">

#2 Ticketmaster – Subject: Events

This was the result of me typing “justin timberlake tour” into Google Search.

Events rich snippet example

Here’s how this was achieved.

Events Wrapper <tr itemprop="events" itemscope="itemscope" itemtype="http://schema.org/Event"></tr>

Event Date <time itemprop="startDate" datetime="2013-07-19T20:00:00-04:00"></time>

Event Location Wrapper <span itemprop="location" itemscope="itemscope" itemtype="http://schema.org/EventVenue"></span>

Event URL <a itemprop="url" href="http://www.ticketmaster.com/Yankee-Stadium-tickets-Bronx/venue/237572" class="event"></a>

Event Venue <span itemprop="name">Yankee Stadium </span>

Event City <span itemprop="addressLocality">Bronx</span>

Event State <span itemprop="addressRegion">NY</span>

Event Name <span itemprop="name" class="eventName">Legends of the Summer: Justin Timberlake &amp; JAY Z</span>

#3 AllRecipes – Subject: Recipes

For this one I searched “macaroni and cheese recipe”

Recipes rich snippet example

Here’s how they got it.

Recipe Wrapper <div id="zoneRecipe" itemscope="" itemtype="http://schema.org/Recipe"></div>

Recipe Picture <img itemprop="image" src="http://images.media-allrecipes.com/userphotos/250x250/00/12/94/129405.jpg" />

Recipe Name <h1 itemprop="name">Homemade Mac and Cheese</h1>

Rating Wrapper <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"></div>

Rating Score <meta itemprop="ratingValue" content="4.013637" />

Total Reviews <meta id="metaReviewCount" itemprop="reviewCount" content="656"></meta>

Total Cook Time <time id="timeTotal" itemprop="totalTime" datetime="PT50M"></time>

Calorie Count <span id="litCalories" itemprop="calories">858</span>

#4 Macmall – Subject: Product

Oddly it was pretty hard for me to locate many well structured results for the search “macbook pro”. These guys hit the nail on the head though.

Product rich snippet example

And here’s the code.

Product Wrap <div itemscope itemtype="http://schema.org/Product"></div>

Product Name <span itemprop="name">MacBook Pro</span>

Product Offers Wrap <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer"></div>

Starting Price <span itemprop="lowPrice">$1,099.94</span>

Highest Price <span itemprop="highPrice">$2,749.99</span>

Rating Wrap <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"></div>

Rating Score <span itemprop="ratingValue">4.6</span>

Total Ratings <span itemprop="ratingCount">156</span>

#5 Yahoo – Subject: Person

Another one that I had to do some scrolling to find was this result for Shaq from Yahoo. The usage here is very subtle.

Person rich snippet example

Check out the code below.

Person Wrapper <div id="ysp-player-nav" class="nba-player-nav" itemscope itemtype="http://schema.org/Person"></div>

Person Name <li class="player-name" itemprop="name">Shaquille O&#8217;Neal</li>

Job Title <li class="position" itemprop="jobTitle">Center</li>

Job Affiliation / Company <span itemprop="affiliation">Boston Celtics</span>

#6 Google Play Store – Subject: App

I would be surprised if Google’s own Play Store didn’t rank well on a search for the app “temple run”

App rich snippet example

Their code took a while to sift through, but I managed to grab the important parts.

Mobile App Wrapper <div class="page-content" itemscope="" itemtype="http://schema.org/MobileApplication"></div>

URL to the App <span itemprop="url" content="https://play.google.com/store/apps/details?id=com.imangi.templerun2&amp;feature=md"></span>

Name of the App <span itemprop="name" content="Temple Run 2"></span>

Rating Wrapper <dd itemprop="aggregateRating" itemscope="" itemtype="http://schema.org/AggregateRating"></dd>

Rating Value <div class="ratings goog-inline-block" title="Rating: 4.5 stars (Above average)" itemprop="ratingValue" content="4.5"></div>

Rating Count <span itemprop="ratingCount" content="486842">486,842</span>

Operating System <dt itemprop="operatingSystems" content="Android">Requires Android:</dt>

#7 Matt Cutts – Subject: Author

This was pretty much a given. I searched his name to find this one. There are actually two methods to do this and from what I see, it looks like he opted to link his blog to his Google+ profile using a verified email address, as there isn’t much structured data on his page referring to himself as the author.

Author rich snippet example

This is what the Google Structured Data Testing Tool picked up.

Link to Google Plus Profile <a href="https://plus.google.com/109412257237874861202/posts">Google+</a>

Rel=Author <a rel="author" href="http://www.mattcutts.com/">Matt Cutts</a>

#8 Yelp – Subject: Review Ratings

Though most of the above results incorporated reviews of some sort, I figured it wouldn’t hurt to show results of a page specifically dedicated to reviews. Knowing Yelp was good at this, I cheated and typed “yelp marquee”.

Review score rich snippet example

Here’s the code used to get the rich snippet above.

Rating Wrapper <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating"></div>

Name of Object <h1 itemprop="name">Marquee Nightclub &amp; Dayclub</h1>

Rating Score <meta itemprop="ratingValue" content="3.5"></meta>

Review Count <span itemprop="reviewCount">1256</span>

Price Range <span itemprop="priceRange">$$$</span>

Interesting Takeaways

There were a couple of caveats I noticed while doing this experiment that raised some interesting questions. One of them was that simply using rich snippets didn’t give many of these great rankings. A few of them required a little bit of scrolling to find. Perhaps more research is in order but my hypothesis is that while rich snippets and structured data improve how your search results look, they don’t necessarily improve your placement.

Another thing I noticed is that Ticketmaster didn’t useschema.org data directly in their code. Rather it was done using Javascript. I found this to be a powerful demonstration of how well Google’s crawlers are getting at reading data even if it’s served up client-side. This definitely warrants a deeper look moving on.

Lastly, the a lot of these pages used the schema: itemprop=”description” but Google opted to choose content from other places within the page every time that I searched. It’s great to see Google showing users what it believes to be most related to the search, but for those of us who take the time to write engaging descriptions or calls-to-action, our work may be in vain.

Let me know what you think in the comments below.

This entry was posted in SEO.