The results pages (SERP) of search engines in general and Google in particular have changed considerably over the years. Today, Google displays a lot of information from different databases in addition to the famous blue and historical links. Very often, we talk about enriched results: events, reviews, products, PAA, featured snippets and many others. What is their interest and how to integrate it (in particular through specific structured data tags) in your web pages? Here are some explanations …
For many years, Google has been increasingly filling its results pages with different renderings: images, zero position, product reviews, views, videos, etc. But should we put them all in place? And if yes, how ? We will explain all of this in this guide.
What is an enriched result?
Before that, it is necessary to understand what is generally called an enriched result. It is nothing more or less than a visual rendering different from that usual when a user searches on the engine:
Fig. 1. A classic rendering.
These results can take many forms: images, cooking recipes, views, z ro position, Google Maps, etc.
Fig. 2. An enriched result on the Tom Cruise request with People Also Ask (other questions that Internet users ask themselves).
Depending on the expression typed by the Internet user, Google will offer a display that is sometimes different, in particular to allow it to better respond to the user’s search intention. When our own site is one of these enriched displays, it tends to give it better visibility.
Results with a different display
First, let’s list the different displays that may exist (apart from advertising displays with AdWords ads or products from Google Shopping). We can thus find natively (and almost without intervention of the webmaster) this type of results