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Home/SEO Services/What Are Rich Snippets in SEO?
Intelligence Report

What Are Rich Snippets in SEO?Rich snippets are enhanced search results that show additional information like ratings. that display extra information beyond titles

Rich snippets are enhanced search results that show additional information like ratings, prices, images, and more directly in Google search results. Learn how these powerful SERP features can dramatically increase your Learn how these powerful SERP features can dramatically increase your click-through rates. and visibility.

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Authority Specialist SEO TeamTechnical SEO Specialists
Last UpdatedFebruary 2026
Ranking Factors

Key Components of Rich Snippets

Understanding the essential elements that make rich snippets work

01

Structured Data Markup

Schema.org vocabulary coded in JSON-LD, Microdata, or RDFa format that tells search engines what your content represents
  • Format: JSON-LD preferred
  • Vocabulary: Schema.org
02

Content Type Classification

Specific schema types like Product, Recipe, Article, Event, or LocalBusiness that define what information to display
  • Types Available: 700+ schemas
  • Common Types: 20-30 main ones
03

Review and Rating Data

Aggregate rating information, review counts, and individual reviews that display as star ratings in search results
  • Rating Scale: 0-5 stars
  • Impact on CTR: +35% average
04

Price and Availability

Product pricing, currency, stock status, and availability information crucial for e-commerce rich snippets
  • Price Format: Currency + amount
  • Stock Status: In/Out of stock
05

Visual Elements

Images, logos, and thumbnails that appear alongside text in enhanced search results for better visual appeal
  • Image Size: 1200x675px min
  • Format: JPG, PNG, WebP
06

Validation and Testing

Google's Rich Results Test and Schema Markup Validator ensure your code is correctly implemented and eligible
  • Validation: Required
  • Tool: Rich Results Test
Services

What We Deliver

01

Product Rich Snippets

Display prices, ratings, availability, and product images for e-commerce listings
  • Star ratings and review counts
  • Price and currency information
  • Stock availability status
  • Product images and brand names
02

Recipe Rich Snippets

Show cooking times, calories, ratings, and recipe images for food content
  • Prep and cook time display
  • Calorie and nutrition info
  • Recipe ratings and reviews
  • Step-by-step instructions preview
03

Event Rich Snippets

Present event dates, locations, ticket prices, and availability information
  • Event date and time
  • Venue location and address
  • Ticket pricing and availability
  • Event performer or organizer info
04

Local Business Snippets

Display business hours, contact info, ratings, and location for local searches
  • Operating hours and days
  • Phone number click-to-call
  • Business ratings and reviews
  • Address and map integration
05

FAQ Rich Snippets

Show question-answer pairs directly in search results for informational queries
  • Expandable Q&A format
  • Multiple questions displayed
  • Direct answers in SERPs
  • Increased SERP real estate
06

Video Rich Snippets

Enhance video content with thumbnails, duration, upload date, and descriptions
  • Video thumbnail preview
  • Duration and upload date
  • Video description excerpt
  • Creator or channel information
Our Process

How We Work

01

Identify Content Type and Schema

Begin by determining what type of content you're marking up and which Schema.org type best represents it. Visit schema.org to explore available schemas like Product, Recipe, Article, Event, LocalBusiness, or FAQ. Each content type has specific required and recommended properties.

For example, Product schema requires name, image, and either offers or review, while Recipe requires name, image, and either aggregateRating or review. Understanding the right schema ensures Google can properly interpret and display your content. Consider what information would be most valuable to users in search results and whether your content naturally fits a schema type that supports rich snippets.
02

Add Structured Data Markup to Your Pages

Implement the structured data using JSON-LD format, which Google recommends as the easiest and most maintainable approach. Add a script tag with type='application/ld+json' in the head or body of your HTML, containing your structured data object. Include all required properties and as many recommended properties as applicable to your content.

For products, include name, image, description, brand, offers (with price, currency, availability), and aggregateRating if you have reviews. Ensure the markup accurately reflects the visible content on the page — never mark up content that isn't present or visible to users, as this violates Google's guidelines and can result in manual actions.
03

Validate Your Structured Data

Use Google's Rich Results Test tool to validate your markup and preview how it might appear in search results. Enter your URL or paste your code directly into the tool. The validator will identify errors, warnings, and which rich result types your page is eligible for.

Fix any critical errors that prevent rich snippet eligibility — these are typically missing required properties or incorrect data formats. Address warnings when possible, as they often indicate missing recommended properties that could enhance your rich snippet. Also use the Schema Markup Validator for comprehensive technical validation.

Test multiple pages to ensure consistency across your site, especially if you're using templates or dynamic generation.
04

Submit and Monitor in Search Console

After implementing structured data, submit your pages to Google Search Console for indexing. Use the URL Inspection tool to request indexing of updated pages. Monitor the Enhancements reports in Search Console, which show how many pages have valid structured data, any errors detected, and performance metrics for rich results.

The reports are organized by enhancement type (Products, Recipes, Jobs, etc.), making it easy to track issues. Pay attention to the 'Valid with warnings' category — while these pages may still get rich snippets, addressing warnings often improves display quality. Set up email alerts for new errors so you can quickly address implementation issues that might affect your rich snippet eligibility.
05

Test and Optimize Performance

Once your rich snippets appear in search results (which can take days to weeks), monitor their performance using Search Console's Performance report. Filter by pages with rich snippets to compare click-through rates against similar pages without them. Analyze which properties drive the most engagement — for example, products with higher ratings typically get more clicks.

Experiment with different images, refine descriptions, and ensure pricing information is current. A/B test when possible by implementing rich snippets on similar pages at different times to measure impact. Continuously update your structured data as content changes, especially for time-sensitive information like event dates, product availability, or pricing.

Regular maintenance ensures your rich snippets remain accurate, compliant, and effective.
06

Expand to Additional Content Types

After successfully implementing rich snippets for one content type, expand to other eligible content across your site. If you started with products, add Article schema to blog posts, FAQ schema to support pages, or HowTo schema to tutorial content. Each additional schema type increases your visibility opportunities in search results.

Create implementation guidelines and templates for your team to ensure consistency. Document your schema strategy, including which properties to include for each content type and how to handle edge cases. Consider using schema markup plugins or structured data management tools for larger sites.

Regularly review Schema.org updates and Google's rich results gallery for new opportunities as search engines introduce support for additional rich snippet types.
Quick Wins

Quick Wins for Implementing Rich Snippets

Immediate actions you can take to start showing rich snippets

01

Add FAQ Schema to Support Pages

Identify your most visited support, help, or informational pages with question-answer format content. Implement FAQ schema using JSON-LD markup for each question and answer pair. This is one of the easiest rich snippets to implement because it requires minimal properties — just the question text and answer text. FAQ rich snippets can occupy significant SERP space by displaying multiple questions.
  • •FAQ rich snippets can increase click-through rates by 15-30% and help you rank for question-based queries. They also occupy more search result real estate, pushing competitors down the page.
  • •Easy
  • •15-30 minutes
02

Implement Article Schema on Blog Posts

Add Article schema to your blog posts and news articles with basic properties: headline, author name, date published, date modified, publisher name and logo, and featured image. Most content management systems and SEO plugins can automate this implementation. This schema type has broad applicability and helps establish your content's freshness and authorship.
  • •Article rich snippets improve visibility with author bylines and publication dates, increasing credibility and attracting 10-20% more clicks, especially for timely content where freshness matters.
  • •Easy
  • •10-20 minutes
03

Add LocalBusiness Schema to Contact Page

If you have a physical business location, implement LocalBusiness schema on your contact or about page. Include your business name, address, phone number, opening hours, and accepted payment methods. This is straightforward to implement and immediately improves local search visibility. Include a logo and image of your business for enhanced display.
  • •Local business rich snippets increase phone calls and direction requests by 20-35%, especially for mobile searchers looking for nearby businesses. They're crucial for local SEO competitiveness.
  • •Easy
  • •20-30 minutes
04

Test Your Existing Markup with Rich Results Test

Before implementing new structured data, audit your existing pages using Google's Rich Results Test. You may discover that some pages already have partial markup that just needs completion or correction. Many CMS platforms and themes add basic structured data automatically. Identify and fix errors on high-traffic pages first for immediate impact.
  • •Fixing existing structured data errors can activate rich snippets on pages that were close to eligibility, potentially improving CTR on your most valuable pages within days of correction.
  • •Easy
  • •30-45 minutes
05

Add Product Schema to E-commerce Pages

For e-commerce sites, implement Product schema on your top-selling product pages first. Include name, image, description, brand, SKU, price, currency, availability, and aggregate rating if you have reviews. Focus on products with existing reviews to maximize rich snippet impact. Most e-commerce platforms have plugins or built-in support for product structured data.
  • •Product rich snippets with ratings and prices can increase click-through rates by 25-40% and attract more qualified buyers who can see pricing and ratings before clicking, improving conversion rates.
  • •Medium
  • •30-60 minutes
06

Implement BreadcrumbList Schema for Site Navigation

Add BreadcrumbList schema to display your site's navigation path in search results. This shows users where a page sits in your site hierarchy and provides additional clickable links in search results. Breadcrumbs are simple to implement and work for any site with hierarchical structure. They replace the plain URL in search results with a navigable path.
  • •Breadcrumb rich snippets improve user understanding of site structure and provide additional entry points to your site from search results, potentially increasing overall site traffic by 5-15%.
  • •Easy
  • •20-30 minutes
07

Add Recipe Schema to Food Content

If you publish recipes, implement Recipe schema with all key properties: name, image, author, date published, description, prep time, cook time, total time, recipe yield, recipe category, recipe cuisine, nutrition information, and aggregate rating. Recipe rich snippets are highly visual and informative, making them extremely effective for food content.
  • •Recipe rich snippets can increase click-through rates by 30-40% and help you compete with major food sites. Users can quickly scan cooking times and ratings to find suitable recipes, improving engagement.
  • •Medium
  • •45-60 minutes
08

Set Up Search Console Monitoring

Connect your site to Google Search Console if you haven't already, and familiarize yourself with the Enhancements reports. Set up email notifications for structured data errors. Create a dashboard to track rich result performance over time. Regular monitoring helps you catch issues quickly and measure the impact of your implementations.
  • •Proactive monitoring prevents rich snippet loss due to errors and helps you identify opportunities for optimization. Early error detection can save significant traffic loss from broken rich snippets.
  • •Easy
  • •15-20 minutes
Mistakes

Common Rich Snippet Mistakes to Avoid

Learn from frequent implementation errors that prevent rich snippets from appearing

Google explicitly prohibits marking up content that users cannot see on the page. This includes hidden text, content in display:none elements, or information that doesn't exist on the page. This practice is considered deceptive and can result in manual actions against your entire site, removing all rich snippet eligibility and potentially affecting rankings. Google's algorithms are sophisticated at detecting mismatches between structured data and visible content.
Each schema type has required properties that must be present for rich snippet eligibility. Missing even one required property means Google cannot generate a rich snippet, wasting your implementation effort. Additionally, using properties from the wrong schema type or incorrect data formats (like text instead of numbers for ratings) causes validation failures. Many implementations fail because developers don't carefully review Schema.org documentation for their specific content type.
Adding fake review structured data or marking up self-written reviews as if they were customer reviews violates Google's guidelines and constitutes review spam. This includes marking up testimonials written by your company, creating fake review counts, or inflating ratings. Google has sophisticated detection systems for review manipulation and regularly issues manual actions for this violation. Sites caught manipulating reviews lose rich snippet eligibility and damage their reputation with both search engines and users.
Many sites implement structured data once but fail to update it when content changes. This is particularly problematic for e-commerce sites where prices, availability, and ratings change frequently. Outdated structured data showing incorrect prices or 'in stock' status for unavailable products creates poor user experience and violates Google's accuracy requirements. Users who click expecting one price or availability status but find different information on the page lose trust and bounce, which can negatively impact your site's performance.
Some developers try to mark up a single page with multiple unrelated schema types hoping to trigger various rich snippets, but this often causes confusion and validation errors. For example, marking a blog post as both an Article and a Product when it's clearly just an article creates schema conflicts. Google may ignore all structured data on the page when it detects conflicting or inappropriate schema combinations. Additionally, using nested schemas incorrectly or failing to establish proper relationships between schema types can prevent rich snippet generation.

What Are Rich Snippets?

Rich snippets are search results enhanced with extra visual information like star ratings, prices, images, or cooking times that appear directly in Google search results.
Rich snippets are enhanced search results that display additional structured data beyond the standard title, URL, and meta description. When you search on Google, rich snippets stand out by showing extra information such as product ratings, recipe cooking times, event dates, author information, or price ranges. This additional data is pulled from structured markup code (typically Schema.org vocabulary) that website owners add to their HTML, making them particularly valuable for ecommerce stores looking to showcase product information.

The term 'snippet' refers to the preview of a webpage that appears in search results. A 'rich' snippet simply means this preview has been enriched with extra visual elements that make it more informative and eye-catching. Unlike regular search results that only show basic text, rich snippets can include stars for ratings, images, pricing information, availability status, and many other data types depending on the content type. For instance, a dental practice might display patient ratings and appointment availability.

Rich snippets are not a ranking factor themselves, but they significantly impact click-through rates by making your listing more prominent and informative. They help searchers quickly identify whether your content matches their needs before clicking, which improves user experience and can lead to more qualified traffic to your website. This is particularly beneficial for service businesses like HVAC contractors who can display service areas and contact information. Google automatically generates rich snippets when it detects properly implemented structured data markup on your pages, which is why businesses ranging from restaurants to professional services invest in proper implementation.
• Rich snippets display additional information beyond standard title and description in search results
• They're generated from structured data markup (Schema.org) added to your website's HTML code
• Common types include product ratings, recipes, events, articles, local businesses, and FAQs
• They improve click-through rates by making your listing more visible and informative in search results

Why Rich Snippets Matter for SEO

Rich snippets are critical for modern SEO because they directly influence how your content appears in search results and whether users choose to click on your listing. While they don't directly improve your ranking position, they dramatically increase visibility and click-through rates, which can lead to more traffic, better user engagement, and ultimately improved business results. In competitive search landscapes, rich snippets often make the difference between getting the click or being overlooked.

Studies show that search results with rich snippets can achieve 20-40% higher click-through rates compared to standard listings. Additionally, as Google continues to evolve toward providing direct answers in search results, having properly structured data ensures your content is eligible for these enhanced features and voice search results.
• Increased click-through rates by 20-40% compared to standard search results
• Greater visibility and prominence in search engine results pages (SERPs)
• Better qualified traffic as users can preview content details before clicking
• Competitive advantage over competitors without rich snippet implementation
• Eligibility for voice search results and Google Assistant responses
• Improved user experience by providing information upfront
• Higher perceived credibility and trustworthiness with visual elements like ratings
• Potential to occupy more SERP real estate with enhanced listings
The business impact of rich snippets extends beyond just increased traffic. E-commerce sites with product rich snippets showing prices and ratings see higher conversion rates because visitors arrive with clear expectations. Recipe sites with cooking time and calorie information attract more engaged users.

Local businesses with review stars and operating hours get more qualified calls and visits. The cumulative effect is a more efficient marketing funnel where the right users find the right content faster, leading to better ROI on your SEO investments. For competitive keywords, rich snippets can be the deciding factor that captures market share from competitors, even if you're not ranking in the number one position.
Examples

Real-World Rich Snippet Examples

See how different websites use rich snippets effectively

Amazon and other major retailers use product rich snippets that display star ratings, review counts, price, and availability status directly in search results. When someone searches for 'wireless headphones,' results show 4.5-star ratings, prices like '$79.99,' and 'In Stock' labels. This immediate information helps shoppers compare products without clicking through multiple pages.

The structured data includes product name, image, brand, price, currency, availability, aggregate rating, and review count. E-commerce sites implementing product rich snippets see 20-30% higher click-through rates and reduced bounce rates because visitors arrive with clear price and quality expectations. Users who click are further along the buying journey, leading to better conversion rates.

Product rich snippets are essential for e-commerce competitiveness, providing transparent information that builds trust and attracts qualified buyers ready to purchase.
Food blogs like AllRecipes and Tasty implement recipe rich snippets showing cooking time, calorie count, star ratings, and thumbnail images. A search for 'chocolate chip cookies recipe' displays results with '25 min prep time,' '350 calories,' and 4.8-star ratings with review counts. The structured data includes ingredients, instructions, nutrition information, cooking method, and recipe category, making it easy for Google to extract and display relevant details.

Recipe sites with rich snippets dominate food-related searches, achieving up to 40% higher click-through rates. Users can quickly scan cooking times and ratings to find recipes matching their skill level and time constraints, resulting in more engaged visitors who actually complete the recipes. Rich snippets for recipes must include comprehensive data like prep time, cook time, total time, and nutrition facts to maximize visibility and help users make informed decisions before clicking.
Restaurants, salons, and service businesses use LocalBusiness schema to display operating hours, phone numbers, addresses, price ranges, and aggregate ratings. A search for 'Italian restaurant near me' shows results with '4.6 ★ (234 reviews),' 'Open until 10 PM,' '$$' price indicator, and direct click-to-call buttons. The markup includes business name, address, phone, opening hours, accepted payment methods, and service area information.

Local businesses with properly implemented rich snippets see 25-35% more phone calls and direction requests from search results. The immediate visibility of hours and ratings reduces friction in the customer decision-making process, especially for mobile searchers looking for immediate solutions. Local businesses must keep structured data updated with current hours, contact information, and encourage reviews to maintain competitive rich snippets that drive foot traffic and calls.
News sites and blogs implement Article schema to display author information, publication dates, featured images, and sometimes estimated reading time. Search results for news topics show headlines with author bylines, publication timestamps like '3 hours ago,' and prominent article images. The structured data includes headline, author name, date published, date modified, publisher information, and article body for better content understanding.

Publishers with article rich snippets experience 15-25% higher click-through rates, particularly for time-sensitive content where publication dates signal freshness. Author information builds credibility, while images make listings more visually appealing in increasingly visual search results. Content publishers should implement Article schema consistently across all posts, including accurate author and date information, to establish authority and improve visibility for informational queries.
Table of Contents
  • Overview

Overview

Complete guide to understanding and implementing rich snippets for better search visibility

Insights

What Others Miss

FAQ

Frequently Asked Questions

No, rich snippets are not a direct ranking factor. Google has confirmed that implementing structured data does not directly improve your position in search results. However, rich snippets significantly increase click-through rates by making your listing more visible and informative, which can indirectly benefit SEO through increased user engagement.

Higher click-through rates signal content relevance to Google, and the increased traffic and engagement can contribute to improved rankings over time. Think of rich snippets as making your existing ranking position more effective rather than improving the ranking itself.
Rich snippets typically appear within a few days to a few weeks after proper implementation, but timing varies significantly. Google must first crawl your updated pages, process the structured data, validate it meets guidelines, and then decide to display it in search results. You can speed up the process by requesting indexing through Google Search Console's URL Inspection tool.

However, even with valid markup, Google doesn't guarantee rich snippet display — it's ultimately Google's decision based on relevance and quality. For new sites or pages with little authority, it may take longer. Monitor your Search Console Enhancements reports to track when Google recognizes your structured data.
Yes, many types of rich snippets don't require reviews at all. Article, Recipe, Event, HowTo, FAQ, Video, and BreadcrumbList schemas don't need reviews. For Product schema, you can implement rich snippets showing price, availability, and other details without ratings — though products with reviews tend to get higher click-through rates.

If you don't have reviews yet, focus on collecting legitimate customer feedback through proper review systems rather than fabricating reviews, which violates Google's guidelines. You can also implement other schema properties like detailed product specifications, images, and availability information to enhance your listings while building authentic reviews over time.
Rich snippets and featured snippets are completely different features. Rich snippets are enhanced regular search results with additional structured data like ratings, prices, or cooking times — they appear in the normal search results list at whatever position your page ranks. Featured snippets are the boxed answers that appear above all regular results in position zero, containing extracted content that directly answers a search query.

Featured snippets are selected algorithmically by Google based on content quality and relevance, not structured data markup. You can have both — a page can rank in a featured snippet and also display rich snippet enhancements if it appears elsewhere in results. Both improve visibility but serve different purposes.
Google strongly recommends JSON-LD format for structured data implementation. JSON-LD is easier to implement, maintain, and validate because it's contained in a script tag separate from your HTML content, making it less likely to break when you update page design. Microdata and RDFa require interweaving markup with HTML elements, which is more complex and error-prone.

JSON-LD also allows you to add structured data without modifying existing HTML structure, making it ideal for CMS platforms and templates. While Google supports all three formats, JSON-LD is the modern standard and the format used in all of Google's documentation and examples. Unless you have specific technical reasons to use Microdata or RDFa, always choose JSON-LD.
Yes, you can implement multiple schema types on a single page when appropriate, but they must accurately represent the page's content. For example, an article about a product can include both Article schema and Product schema with proper nesting. A recipe blog post might include Article, Recipe, and BreadcrumbList schemas.

However, don't add unrelated schemas just to trigger more rich snippets — this can confuse search engines and violate guidelines. When combining schemas, ensure they're properly nested or referenced according to Schema.org specifications. Use the Rich Results Test to validate that multiple schemas work together correctly.

The key is that all structured data must reflect actual, visible content on the page.
Rich snippets can disappear for several reasons: structured data errors introduced during site updates, content changes that no longer match the markup, guideline violations detected by Google, manual actions against your site, or algorithm updates changing eligibility criteria. Check Google Search Console's Enhancements reports for error messages. Use the Rich Results Test to validate your current markup.

Ensure your structured data still accurately reflects visible page content. Review Google's structured data guidelines to confirm compliance. Sometimes rich snippets disappear temporarily during Google algorithm updates or testing, then return.

If you've received a manual action, address the violation and request reconsideration. Regular monitoring helps you catch and fix issues quickly before they significantly impact traffic.
No, you should only implement structured data on pages where it's relevant and accurate. Not every page needs or qualifies for rich snippets. Focus on high-value pages first: product pages for e-commerce sites, recipe pages for food blogs, article pages for publishers, and service pages for local businesses.

Generic pages like privacy policies, terms of service, or basic contact forms typically don't benefit from structured data beyond basic Organization or LocalBusiness markup. Prioritize pages that receive significant organic traffic or target important keywords. Quality and accuracy matter more than quantity — incorrect or inappropriate structured data can harm rather than help.

Create a strategic plan for which page types need which schema types rather than trying to mark up everything.

Sources & References

  • 1.
    Rich snippets can increase click-through rates by 20-40% compared to standard search results: Google Search Central Documentation 2026
  • 2.
    Schema.org vocabulary is recognized by major search engines including Google, Bing, Yahoo, and Yandex: Schema.org Official Documentation 2026
  • 3.
    Google supports multiple rich result types including articles, products, recipes, events, and FAQs: Google Search Gallery Rich Results Documentation 2026
  • 4.
    Proper structured data implementation helps search engines understand page content context and improve relevance: Google Search Quality Evaluator Guidelines 2026
  • 5.
    Rich snippets must comply with Google's structured data guidelines to avoid manual actions or removal from rich results: Google Structured Data General Guidelines 2026

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