Websites are complicated and whilst search engine boffins are pretty clever, even they need a little help now and then to work out just what a web page is all about.
This is where rich snippets come in.
(My editor thinks “Rich Snippets” would make a great band name. If this whole SEO thing ever falls through, I’m starting up a jazz five-piece called “Chris Lynch and the Rich Snippets”)
Rich snippets are another invisible form of metadata that is embedded into the code of your webpage to provide search engines with extra information about what is on the page. There are meta-data descriptions for products, events, even recipes. Make sure you check if there is a meta-data type compatible with your website content and, if there is, use it.