![]() Before January 23, 2020, a webpage could appear twice on page one of Google SERPS - once as the featured snippet, and again as a normal search result (typically in the top three). However, they’re not quite as desirable as they once were in light of recent changes to the way search results are displayed. Featured snippet honors are highly coveted because they appear at the very top of Google SERPs. ![]() The difference between the two is where Google derives the information from: Rich snippets are extracted purely from the schema markup you include in your HTML, whereas featured snippets pull from the content of the webpage itself to answer the search query. Rich snippets are not to be confused with featured snippets, which also appear on page one of Google SERPs. How do rich snippets differ from featured snippets? In local SEO, where search intent is often more focused and attention more precious, that little bit of extra information could mean a world of difference. There are different types of rich snippets (and associated schema), depending on the webpage (recipe, product, etc.), but the goal is ultimately the same - to enhance your visibility and foster trust by giving searchers more information at first sight. Google sometimes feeds informational tidbits it pulls from the schema markup directly into its organic SEO results as rich snippets. The more pairings you include in the code, the better you communicate your webpage’s identity and purpose to Google. Here, “name” is the attribute, and “Bob’s Bagels” is the value. JSON-LD utilizes a simple attribute-value pairing logic that is easy for both Google’s search algorithm and human programmers to understand. There are several ways structured data can be formatted, but one of the most popular today is JavaScript Object Notation-Linked Data, or JSON-LD. Schema markup (or markup) is a form of structured data, a set of filing instructions you include in your webpage’s HTML so that Google knows what it’s about and what to do with it at a glance.
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