Rich results offer a great opportunity to improve your CTR. A recent development is the introduction of coupon codes within rich snippets, adding a new dimension to the e-commerce experience on Google. The test is an extension of the standard rich snippets that can be displayed for sites (reviews, delivery, shipping, price, etc.) that are primarily based on data submitted via Merchant Center. Google is testing more different rich results variants. In this blog, we discuss the latest rich snippets we have seen in the US, many of which are still in the testing phase.
What are Rich Snippets?
Before we delve into the latest developments, let's briefly review what rich snippets are. Rich snippets enhance standard search results with additional information, such as star ratings, prices, and availability, making these results more noticeable and relevant to searchers. This extra layer of information is made possible by structured data on websites, allowing search engines like Google to better understand what the content is about.
The example above shows three different components that form an e-commerce rich results.
Now that we've refreshed our memory on what the 'standard' rich results are, let's look further at the lesser-known rich results and which rich results have recently been added. We look at the search results in the US because Google conducts the first tests in America:
1. The price drop rich result from Google is the longest active of the eight types we will discuss in the search results in the US. These rich snippets show a drop in the price of a product directly in the search results. This can be particularly effective in attracting bargain hunters. To activate these results, as stated in Google's documentation, 'Offer' must be used within the structured data to qualify, and not AggregateOffer (how price ranges are determined).
Note: Price drop is rarely displayed on product pages. It is not something you can enforce on your page; Google will only display it, for example, when a significant price drop has occurred.
2. Automatic price range rich results: The automatic price range from Google can easily be confused with price ranges enabled via structured data. The automatic price range rich result from Google now looks the same as when you would mark a price range on a page with structured data. The difference is that the standard price range usually comes with other features, such as 'in stock' or the number of reviews. In the example below, you see an automatic price range:
We see that most pages with the automatic price range are intended for the 'top product' type. These pages often contain products presented in a table, alongside the price of each product.
The price range rich result is also one over which we have little control. This rich result is specifically developed for non-product pages (using structured data for price ranges).
3. Delivery price rich results: The delivery price rich result is a fairly new launch at Google. If you see the word 'delivery' with a number assigned to it in the snippet (and this data is not in the product structured data), then you are likely dealing with the Delivery price results. The snippet data is in most cases based on Merchant Center product feeds. And interestingly, this data has a lot of flexibility to change based on the searcher's location.
4. Returns policy rich results: The returns policy rich results are also currently in a testing phase. These can be broadly displayed for different e-commerce pages. These returns policy rich results are mainly displayed for category pages on sites. And in many cases, this can be the only rich result that appears alongside a result in Google's SERPs.
The data source for the returns policy is in the product feed submitted via Merchant Centre. So if your page contains incorrect information, the product feed (feed settings) will need to be checked and the problem addressed from there.
5. Pros & Cons rich results. When it comes to Pros & Cons rich results, this rich result has traditionally been a type that functioned exclusively algorithmically by Google. The pros and cons of a product or service described on a page are picked up in the HTML and then placed in the snippet. In 2022, Google indicated that this structured data could be set up via Structured vData.
6. Seller rating rich results: These show the average rating of a seller based on customer reviews. Seller ratings are already visible on both mobile and tablet in the US. This rich result has not yet been confirmed by Google but has been available in the US for some time. The Seller Rating resembles a product page review (which uses structured data for reviews), but it is purely based on site reviews in Merchant Center.
7. Coupon / Discount rich results:
Google is also testing a new type of rich results for e-commerce websites related to discounts and coupon codes.
The test is an extension of the standard rich snippets that can be displayed for sites that are primarily based on data submitted via Merchant Center.
The new rich snippet with discounts can appear in various ways, with the most common being an icon with a blue price tag displayed with the offer description. The extension of this concerns the coupon code itself, which can be copied directly from Google's search results by users.
The introduction of coupon codes within rich snippets has several benefits for eCommerce website owners. Firstly, these enriched search results can lead to more clicks to your store if your offer is attractive. This increases the visibility of your store and the accessibility of your offers. Moreover, it provides the opportunity to highlight discounts directly to potential customers, which can contribute to an increased conversion rate.
Although this test is currently only being conducted in the US, it is likely that the functionality of coupon codes within rich snippets will quickly evolve, parallel to the various other deal-related features that Google is rolling out. It is therefore advisable for site owners and SEO specialists to closely monitor this development, especially during the upcoming holiday season.
Loyalty program rich results: just like the coupon code snippets, Google is also testing a loyalty variant. This transforms the price tag into a heart.
The loyalty program rich snippet shows details about a store loyalty program, if applicable and enabled in Merchant Center. The CTA can be customized within the rich result. These appeared with a 'Details' or 'Join Now' button text.
These new rich snippets obviously offer many benefits for e-commerce websites. They improve visibility in search results by directly displaying relevant information, such as available discounts, product price ranges, delivery costs, and details about the return policy. This can lead to a higher click-through rate, better user experience, and potentially a higher conversion rate, as customers can make decisions about their purchases more quickly and easily with this directly available information.
