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. Milestone set out to find out the average number of rich results as a ratio of pages in the website by industry.

Overview of some rich results findings overview

1. Images are the category most likely to show up across industries and provide visibility to a site as a proportion of pages
2. People Also Ask is second-most likely to show up and provide visibility to a site as a proportion of pages
3. As a proportion of pages, videos and featured snippets are the least likely of the major nine categories to show up

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