Snippet

Snippet

How a page description appears in search results: what a snippet consists of, how Google builds it, and how to improve clickability.

In brief

A snippet is a block of information about a page in the SERP, including a title (often from the page's title tag), a description (from meta description or on-page text), and a URL. Rich snippets can contain ratings, breadcrumbs, FAQ, and other enhancements.

Snippet structure

A basic snippet consists of three elements: the title (usually from the title tag), the description (from the meta description or relevant page text), and the URL (which may be displayed as breadcrumbs). The snippet determines whether a user clicks the result.

Rich snippets

Rich snippets are enhanced with extra information from structured data. They may include star ratings, product prices, review counts, breadcrumbs (BreadcrumbList), FAQ, images, and more. Rich snippets directly improve CTR.

Can Google rewrite snippets

Yes, Google often ignores the given meta description and generates a description from the page content if it considers it more query-relevant. It can also change the title. Full control is impossible, but quality content and proper meta tags reduce the chance of rewriting.

Avoid clickbait titles and descriptions — Google may ignore them and show alternative text, which could be worse.

FAQ

Common questions

Create a unique, page- and query-relevant description of about 150–160 characters. Avoid clickbait, clearly convey the essence.

Google may rewrite the title if it doesn't match search intent or contains spammy keywords. Use meaningful titles.

Add AggregateRating or Review structured data following Google's guidelines.

Not directly, but indirectly — through user signals (CTR, bounce backs). A good snippet boosts traffic, which may impact rankings.

Snippet structure

Rich snippets

Can Google rewrite snippets

Common questions

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