For years search engine search results were limited to 3 basic pieces of information: a title, a summary and a URL. Attentive observers of Google search engine results may have noticed the appearance of additional information, what Google calls rich snippets, in certain results over the past few months. Some results contain review ratings, such as in this case where an iPod received 5 stars from 81 reviewers:
Figure 1: Apple iPod Review
This search for U2 concert information provides event details for tour dates:
Figure 2: U2 Concert Rich Snippet Example 1 Figure 3: U2 Concert Rich Snippet Example 2
Note how the first result provides better detail on where the event is taking place. In both cases the event name is repeated for each date – that may or may not make sense. SEO practitioners have a lot of latitude in crafting these search results.
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