Rich results are search listings that show more than the standard blue link and text snippet. Depending on the page, that might be star ratings, a product price, recipe cook times, event dates, breadcrumbs, or a video thumbnail. Most are powered by structured data added to the page's code.
They help a result stand out and give searchers useful details before they click. They are also one of the features Google changes most often, so it pays to know which ones are currently supported.
What are rich results?
Google defines a rich result as a search result that typically relies on structured data in the page's markup, according to its visual elements gallery. Structured data is a standardized way to label information on a page, such as "this number is a price" or "this is the author," usually using the schema.org vocabulary.
When Google can read those labels, it may display them as enhanced features on the SERP. Rich results are different from featured snippets. Featured snippets are chosen from page text without any markup, while most rich results depend on structured data.
Why rich results matter
Rich results make a listing more informative and more noticeable. A shopper comparing products can see price and availability at a glance. A home cook can see ratings and cook time before choosing a recipe.
Google's introduction to structured data cites case studies where sites saw more engagement after adding markup, including Rotten Tomatoes reporting a 25% higher click-through rate on pages with structured data. Results will vary by site and feature, and Google doesn't describe markup as a ranking boost.
Structured data also helps machines understand who you are and what you offer, which supports entity clarity. That said, Google's AI features guidance says no special structured data is required to appear in AI Overviews or AI Mode, only that markup should match the visible text on the page.
How rich results work
Structured data on the page
You add structured data describing the page's main content. Google supports JSON-LD, Microdata, and RDFa, and recommends JSON-LD as the easiest to implement and maintain at scale.
Eligibility checks
Each rich result type has required properties. If any are missing, or the markup breaks Google's guidelines, the page may not be eligible for that feature.
Google decides what to show
Even valid markup doesn't guarantee a rich result. Google's general structured data guidelines say the algorithm picks the best format for each search, and may show a plain text result instead.
Which rich results Google supports (as of October 2026)
Google's search gallery lists the currently supported features. As of October 2026, that includes types such as Article, Breadcrumb, Event, Job posting, Local business, Organization, Product, Recipe, Review snippet, Software app, and Video, among others.
The list shrinks and grows. According to Google's Search Central changelog, FAQ rich results stopped appearing in Google Search in May 2026, and several other types, including course info, estimated salary, and vehicle listing, were retired in 2025. Always check the gallery before investing in a new markup type.
How to implement rich results
- Pick types that match your content. A product page should use Product markup, an events page Event markup, and so on. Use the most specific type that applies.
- Mark up only visible content. Google says markup should describe what users can see on the page. Don't add hidden or misleading information.
- Include all required properties. Google prefers fewer, complete, accurate properties over many incomplete ones.
- Test before launch. Use Google's Rich Results Test to validate markup and preview eligible features.
- Monitor after launch. Search Console's rich result reports flag errors at scale, and the URL Inspection tool confirms Google found the markup on a specific page.
- Keep it current. Update prices, dates, and availability when they change, and remove markup for features Google no longer supports.
A hypothetical example: an online furniture store adds Product markup with price, availability, and genuine customer ratings to each product page. Those listings become eligible to show price and stars in search results. The store tests a few pages first, then watches Search Console for errors across the rest.
Common mistakes
- Marking up content that isn't on the page. This breaks Google's guidelines and can lead to a manual action. Google says a structured data manual action removes rich result eligibility but doesn't affect web ranking.
- Fake or self-serving reviews. Google's guidelines prohibit fake reviews in markup.
- Assuming valid markup equals a rich result. Passing the Rich Results Test only makes a feature possible.
- Chasing retired features. Adding FAQ markup to win FAQ rich results no longer works, since Google stopped showing them in 2026.
How Butter approaches rich results
At Butter, schema markup guidance is part of every GEO plan. We review which structured data types fit a client's pages, flag errors and outdated markup, and recommend properties that accurately describe the business, its products, and its people. We pair that with knowledge graph submissions, so search engines and AI tools get a consistent picture of the brand. We don't promise that any listing will show a rich result, since Google makes that call.
You can see what the GEO plan includes on our services page.
Frequently asked questions
Does structured data guarantee rich results?
No. Google says valid markup only makes a page eligible. Its systems choose the best format for each search, and may show a standard result instead.
Are rich results a ranking factor?
Google doesn't describe structured data or rich results as a ranking boost. Their value is a more informative listing that can attract more engaged clicks. Google also notes that a structured data manual action affects rich result eligibility, not web ranking.
Does Google still show FAQ rich results?
No. According to Google's Search Central changelog, FAQ rich results stopped appearing in Google Search in May 2026, and the documentation was removed in June 2026.