Google has announced a new search feature that lets users find recipes fast, promoting the information in the rich snippet as immediate insight into whether a particular dish meets consumers' needs. This development will be good news for brands in the food industry, but it also demonstrates the value of content included in rich snippets to all internet marketers.
Users can now access a recipe search feature on the left side of search pages. Searching in recipe view gives users access to ingredients, preparation time, reviews and a picture of the dish, all in the rich snippet.
In its webmaster central blog, Google suggests that publishers will want to focus on rich snippet content in order to promote clicks. The company offers some insight on how to optimize rich snippets for searchers.
Brafton has reported in the past that Google takes rich snippets very seriously. Google defended inclusion of the date in rich snippet results last fall, arguing that the freshness of content is an indication of its relevancy to searchers. Now, the recipe search may bring in a new wave of rich snippet searches, and brands should optimize their content accordingly.