Rich media and rich results in the SERPs are significant entities and points of entry for discovery in the customer journey. Rich media usually take more effort to create, but sites that do create it and mark it up effectively with structured data face less competition in those media categories and are able to increase visibility and traffic.

Rich results findings overview

1. Rich results proportions vary dramatically by industry
2. Rich results visibility generally follows E-A-T guidelines:
   • Reviews growing in most industries (Trust)
   • FAQs and People Also Ask also growing (Authority)
   • Significant gains were seen in the Knowledge Panel and Site Links
     visibility (Expertise)
3. Industries that are likely to be more knowledge-seeking saw larger gains in
FAQs and People Also Ask