Rich Snippets are a feature Google introduced in May. Rich Snippets use microformats to structure data so that Google can index it and add it to search listings. Yelp was their original experiment and beta test of Rich Snippets, they used the data to display aggregate reviews and price ranges for product listings. When I first read about this new feature I was interested, and stared at the examples via Yelp’s organic listings because enhancements like these are eyeball magnets for users. All retailers love eyeball magnets. They also enhanced the search experience.
While we are reviewing and looking to implement microformats for Rich Snippets for our own websites I sure hope that Google continues to roll these enhancements out across the board. The shear time saved when researching for restaurants and products are great for the user. It would be awesome to search for a product via Google, and immediately see in the organic listings what the review ratings, prices and promotions (like free shipping) are for the product via the SERP page. I have however yet to see more than one listing using Rich Snippets on any one SERP page, which defeats making comparisons. So I am hoping more people jump on the bandwagon and get this data into the SERP’s!
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