Google yesterday announced the introduction of 'structured snippets', which shows extra data around search results

According to the Google Research blog, this extracts tabular data from web pages to provide more detail around listings. 

You can see these snippets in action by Googling 'Nikon D7100'. The middle result here contains data about resolution, weight and display size. 

You can also see these snippets in action on a search for 'Superman', just in case anyone doesn't know he's from Krypton. 

According to Google: 

We use machine learning techniques to distinguish data tables on the Web from uninteresting tables, e.g., tables used for formatting web pages. We also have additional algorithms to determine quality and relevance that we use to display up to four highly ranked facts from those data tables.

Here's the table on the dpreview page which Google has extracted the data from: 

The listings with structured snippets do stand out a little bit more in the SERPs, but whether this be enough to increase CTR remains to be seen. 

Graham Charlton

Published 23 September, 2014 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

2566 more posts from this author

You might be interested in

Comments (3)


Andrew Cock-Starkey, Product Marketing Manager at Cambridge English Language Assessment

Hmm... looking at that Nikon D7100 example, there's nothing in the page coding (my amateur eyes can see) that points Google towards that specific table.

I'm therefore assuming Google is using historic search data to pinpoint additional D7100 information that users search for e.g. "How heavy is the battery?" to then pick out that information from related pages.

If this DOES have an effect, I can see a lot of SEOs jamming tables into their code to try and get Google to pick this up!

almost 4 years ago

Joe Hawkes

Joe Hawkes, Digital Marketing Manager at Grant Thornton International

Another change from Google that allows you to get the information you want without actually visiting a website.

Other useful examples being the weather, shop opening times, translator service, and Premier League fixtures.

This is great, and makes finding information easier, but how long before google presents you with so much information that you don't need to visit websites at all?

almost 4 years ago


Darragh McCurragh

Google has been driving me nuts for years with their constant roller coasters. Latest "news": disabling blog search and redirecting it to the general web search, although it should rather redirect to blog search, where you can actually choose between "all news" or only blogs. Another thing was dropping authorship, though first hyped endlessly, from search results resp. making it first pivotal in schema etc., then putting itn on a back burner again. Of course Google are free to do whatever they want. But since Google is the dominant search engine and all corporations big and small follow it closely, this is likely a spend in the billions falling by the wayside here and there.

almost 4 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.