Google's research results have gotten a number of new features over the last few years. Features like the image carousel, people also asked and videos are all known as "Rich Results."  While earning these spots can seem impossible, using structured data any site can stake claim to these features.

1. Rich Results and Structured Data
Set Your Site Apart With These Search Features

2. What are Rich Results
Google has made massive shifts in the way it displays results in search.

3. What are Rich Results
Rich results are experiences on Google surfaces, such as Search, that go
beyond the standard blue link. Rich results can include carousels,
images, or other non-textual elements.
Google uses structured data to understand the content on the page.
You can help us by providing specific information about your site, which
can help your site display in richer features in search results.
Source: Google

4. What Type of Rich Results are There?
• Articles
• Books
• Breadcrumbs
• Carousel
• Corporate Contact
• Course
• Critic Review
• Dataset
• Employer Aggregate Rating
• Event
• Fact Check
• FAQ
• How-to
• Job Posting
• Livestream
• Local Business Listing
• Logo
• Media actions (Limited Access)
• Occupation
• Product
• Q&A
• Recipe
• Review Snippet
• Sitelinks Searchbox
• Software App
• Subscription and paywalled Content
• Top Places List
• Video

5. What Type of Rich Results are There?
While there are 28 available rich results at the
moment, not all apply to every business.
What are the ones you should focus on?
Google has a great resource at:
https://developers.google.com/search/docs/gui
des/search-gallery

6. 10 Rich Features We Will Look At
• Corporate Contact
• Event
• FAQ
• How-to
• Local Business Listing
• Logo
• Product
• Q&A
• Software App
• Video

7. Corporate Contact
Corporate contact markup adds your company's contact information to the
Google Knowledge panel in some searches.
Corporate Contact markup should follow these guidelines:
The organization record is specified first. The only required properties
are:
•url — must be the home page of the company's official site
•contactPoint — one or more ContactPoint records
Pages with markup must not be blocked from crawling
by robots.txt directives.
Markup Example:
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.your-company-site.com",
"contactPoint": [
{ "@type": "ContactPoint",
"telephone": "+1-401-555-1212",
"contactType": "customer service"
}
]
}

8. Event
Mark up your organized events so that users can
discover events through Google Search results and
other Google products like Google Maps.
Markup Example:
{
"@context": "https://schema.org",
"@type": "Event",
"name": "The Adventures of Kira and Morrison",
"startDate": "2025-07-21T19:00",
"endDate": "2025-07-21T23:00",
"location": {
"@type": "Place",
"name": "Snickerpark Stadium",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 West Snickerpark Dr",
"addressLocality": "Snickertown",
"postalCode": "19019",
"addressRegion": "PA",
"addressCountry": "US"
}
},
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"description": "The Adventures of Kira and Morrison
is coming to Snickertown in a can’t miss
performance.",
"offers": {
"@type": "Offer",
"url":
"https://www.example.com/event_offer/12345_201803
180430",
"price": "30",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"validFrom": "2024-05-21T12:00"
},
"performer": {
"@type": "PerformingGroup",
"name": "Kira and Morrison"
}
}

9. FAQ
A Frequently Asked Question (FAQ) page contains
a list of questions and answers pertaining to a
particular topic.
Markup Example:
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What is the return policy?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Most unopened items in new condition and returned within <strong>90
days</strong> will receive a refund or exchange. Some items have a modified return policy
noted on the receipt or packing slip. Items that are opened or damaged or do not have a
receipt may be denied a refund or exchange. Items purchased online or in-store may be
returned to any store.<br /><p>Online purchases may be returned via a major parcel carrier.
<a href='http://example.com/returns'> Click here </a> to initiate a return.</p>"
}
}, }]
}

10. How-to
A how-to walks users through a set of steps to
successfully complete a task, and can feature
video, images, and text.
Markup Example:
{
"@context": "http://schema.org",
"@type": "HowTo",
"name": "How to tile a kitchen backsplash",
"description": "Any kitchen can be much more vibrant with a great tile backsplash. This
guide will help you install one with beautiful results, like our example kitchen seen here.",
"image": {
"@type": "ImageObject",
"url": "https://example.com/photos/1x1/photo.jpg",
"height": "406",
"width": "305"
},
"estimatedCost": {
"@type": "MonetaryAmount",
"currency": "USD",
"value": "100"
},

11. How-to (Con’t)
"supply": [
{
"@type": "HowToSupply",
"name": "tiles"
}, {
"@type": "HowToSupply",
"name": "thin-set mortar"
}, {
"@type": "HowToSupply",
"name": "tile grout"
}, {
"@type": "HowToSupply",
"name": "grout sealer"
}
],
"tool": [
{
"@type": "HowToTool",
"name": "notched trowel"
}, {
"@type": "HowToTool",
"name": "bucket"
},{
"@type": "HowToTool",
"name": "large sponge"
}
],
"step": [
{
"@type": "HowToStep",
"url": "https://example.com/kitchen#step1",
"name": "Prepare the surfaces",
"itemListElement": [{
"@type": "HowToDirection",
"text": "Turn off the power to the kitchen and then remove everything that is on the wall, such as outlet covers, switchplates, and
any other item in the area that is to be tiled."
}, {
"@type": "HowToDirection",
"text": "Then clean the surface thoroughly to remove any grease or other debris and tape off the area."
}],
"image": {
"@type": "ImageObject",
"url": "https://example.com/photos/1x1/photo-step1.jpg",
"height": "406",
"width": "305"
}
}, {
"@type": "HowToStep",
"name": "Plan your layout",
"url": "https://example.com/kitchen#step2",
"itemListElement": [{
"@type": "HowToTip",
"text": "The creases created up until this point will be guiding lines for creating the four walls of your planter box."
}, {
"@type": "HowToDirection",
"text": "Lift one side at a 90-degree angle, and fold it in place so that the point on the paper matches the other two points
already in the center."
}, {
"@type": "HowToDirection",
"text": "Repeat on the other side."
}],
"image": {
"@type": "ImageObject",
"url": "https://example.com/photos/1x1/photo-step2.jpg",
"height": "406",
"width": "305"
}
……..

12. Local Business
When users search for businesses on Google
Search or Maps, Search results may display a
prominent Knowledge Graph card with details
about a business that matched the query.
Markup Example:
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"address": {
"@type": "PostalAddress",
"addressLocality": "Mexico Beach",
"addressRegion": "FL",
"streetAddress": "3102 Highway 98"
},
"description": "A superb collection of fine gifts and clothing to accent your stay in Mexico Beach.",
"name": "Beachwalk Beachwear & Giftware",
"telephone": "850-648-4200"
}

13. Logo
Specify the image Google Search uses for your
organization's logo in Search results and in the
Knowledge Graph.
Markup Example:
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"logo": "http://www.example.com/images/logo.png"
}

14. Product
Using markup to enable rich product results lets
you attract potential buyers while they are
searching for items to buy on Google or images
that include products you sell.
Markup Example:
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Executive Anvil",
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business
traveler looking for something to drop from a height.",
"sku": "0446310786",
"mpn": "925872",
"brand": {
"@type": "Thing",
"name": "ACME"
},
"review": {
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"ratingValue": "4",
"bestRating": "5"
},
"

15. Product (Con’t)
Markup Example:
author": {
"@type": "Person",
"name": "Fred Benson"
}
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.4",
"reviewCount": "89"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/anvil",
"priceCurrency": "USD",
"price": "119.99",
"priceValidUntil": "2020-11-05",
"itemCondition": "https://schema.org/UsedCondition",
"availability": "https://schema.org/InStock",
"seller": {
"@type": "Organization",
"name": "Executive Objects"
}
}
}

16. Q&A
Q&A Pages are web pages that contain data in a
question and answer format, which is one
question followed by its answers.
Markup Example:
{
"@context": "https://schema.org",
"@type": "QAPage",
"mainEntity": {
"@type": "Question",
"name": "How many ounces are there in a pound?",
"text": "I have taken up a new interest in baking and keep running across directions in ounces and
pounds. I have to translate between them and was wondering how many ounces are in a pound?",
"answerCount": 3,
"upvoteCount": 26,
"dateCreated": "2016-07-23T21:11Z",
"author": {
"@type": "Person",
"name": "New Baking User"
},
"acceptedAnswer": {
"@type": "Answer",
"text": "1 pound (lb) is equal to 16 ounces (oz).",
"dateCreated": "2016-11-02T21:11Z",
"upvoteCount": 1337,
"url": "https://example.com/question1#acceptedAnswer",
"author": {
"@type": "Person",
"name": "SomeUser"
}
},

17. Q&A (Con’t)
Markup Example:
"suggestedAnswer": [
{
"@type": "Answer",
"text": "Are you looking for ounces or fluid ounces? If you are looking for fluid ounces there are
15.34 fluid ounces in a pound of water.",
"dateCreated": "2016-11-02T21:11Z",
"upvoteCount": 42,
"url": "https://example.com/question1#suggestedAnswer1",
"author": {
"@type": "Person",
"name": "AnotherUser"
}
}, {
"@type": "Answer",
"text": " I can't remember exactly, but I think 18 ounces in a lb. You might want to double check
that.",
"dateCreated": "2016-11-06T21:11Z",
"upvoteCount": 0,
"url": "https://example.com/question1#suggestedAnswer2",
"author": {
"@type": "Person",
"name": "ConfusedUser"
}
}
]
}
}

18. Software App
Mark up software application information in the
body of a web page to better display your app
details in Google Search results.
Markup Example:
{
"@context": "https://schema.org",
"@type": "SoftwareApplication",
"name": "Angry Birds",
"operatingSystem": "ANDROID",
"applicationCategory": "https://schema.org/GameApplication",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.6",
"ratingCount": "8864"
},
"offers": {
"@type": "Offer",
"price": "1.00",
"priceCurrency": "USD"
}
}

19. Video
Mark up your video content with structured data
to make Google Search an entry point for
discovering and watching videos.
Markup Example:
{
"@context": "https://schema.org",
"@type": "VideoObject",
"name": "Introducing the self-driving bicycle in the Netherlands",
"description": "This spring, Google is introducing the self-driving bicycle in Amsterdam, the world’s
premier cycling city. The Dutch cycle more than any other nation in the world, almost 900 kilometres
per year per person, amounting to over 15 billion kilometres annually. The self-driving bicycle
enables safe navigation through the city for Amsterdam residents, and furthers Google’s ambition to
improve urban mobility with technology. Google Netherlands takes enormous pride in the fact that a
Dutch team worked on this innovation that will have great impact in their home country.",
"thumbnailUrl": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"uploadDate": "2016-03-31T08:00:00+08:00",
"duration": "PT1M54S",
"contentUrl": "https://www.example.com/video/123/file.mp4",
"embedUrl": "https://www.example.com/embed/123",
"interactionCount": "5647018"
}

20. Learn More
https://developers.google.com/search/reference/overview