At Searchology 2009, Google unveiled Rich Snippets that enhance search results by highlighting structured data embedded in web pages. Rich Snippets provide users convenient summary information, including important page-specific attributes like review and price range, to help surfers quickly identify the relevance of their results.

Example of a Google \"Rich Snippet\" for restaurant reviews

When people search for products or services, they can get reviews and ratings which will help them come to a conclusion. When searching for a person, the search results will offer additional information to help them distinguish between people with the same name. This is the welcome change in the SERP.

Rich Snippets is enabled for Google Custom Search with which webmasters can harness the power of Google to create a customized search experience for their own website. Webmasters can annotate their web pages with structured data in a standard format so as to make Google index custom attributes to offer richer snippets for their site.

Just use the two open standards, namely microformats and RDFa, to annotate structured data on your site. Without any prior knowledge in these standards, you can use them easily just with a basic knowledge of XHTML.

Actually, with microformats or RDFa, you have to label each piece of important text in your web content like product name, rate or review. In order to make computers understand this important text, just provide additional HTML tags. Google or any other search engine software will find the important section of web content easily and display it in useful way.

Annotate your site to offer enhanced search results for your site and make your site visible to your intended audience.