A rich result is a search result with more than a title and a text snippet, such as review stars or a price. Google explains in its introduction to structured data that structured data makes such results possible. Valid markup makes a page eligible; Google decides whether to show the rich result.
Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD because it is the easiest to maintain. You can check whether your markup is valid with the Rich Results Test.
What does Google not promise?
Google writes in its general structured data guidelines that it does not guarantee that structured data will show up in search results, even when the markup is correct. Reasons include the algorithm preferring a different result, the markup not reflecting the main content or being misleading, and the described content being hidden from visitors.
Example
A simplified piece of Product markup for a product page:
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Veluwe walking boot",
"offers": {
"@type": "Offer",
"price": "129.00",
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock"
}
}Common mistake
Adding markup for a rich result that Google no longer shows. Google stopped showing the FAQ rich result from 7 May 2026, according to the Google Search Central changelog entry of 8 May 2026. The schema.org type FAQPage remains valid, but no longer produces expandable questions in Google. See FAQPage schema.
More in Structured data explained.