Rich Snippets (Rich Results)
Enhanced search result listings showing additional information — star ratings, FAQs, prices, images — beyond the standard title and meta description.
Rich snippets (now officially called 'rich results' by Google) are search result enhancements driven by structured data. For contractor sites, the most impactful rich result types are: FAQ snippets, Review/Rating stars, Breadcrumbs, Product/Service pricing, and HowTo expandables. Rich snippets significantly increase click-through rates compared to plain blue-link results.
A contractor site with rich snippets gets 20-40% higher click-through rates than one without — at no additional ad cost.
A roofer's page with Review schema and FAQPage schema displays a star rating + expandable FAQs directly in Google search results.
Schema Markup (Structured Data, JSON-LD)
Code added to a website that explicitly tells search engines and AI engines what the page is about.
FAQPage Schema
A type of schema markup that tells search engines a page contains a list of frequently asked questions and their answers.
Review Schema
Schema markup that tells search engines a page contains customer reviews and ratings.
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