Formatting is important and can help to make your content stand out in search. When you are looking to obtain rich results it can be important to write things in bold or italics, to create a list or to link to another page. You can do all of these by using html tags within the text you enter in Schema App's Editor. 


Here are some common html tags you can use:

  • <b>bold</b>
  • <i>italic</i>
  • <a>link</a>
  • Unordered List:

<ul>
<li>Coffee</li>
<li>Tea</li>
<li>Milk</li>
</ul>

  • Ordered List:

<ol>
<li>Coffee</li>
<li>Tea</li>
<li>Milk</li>
</ol>


Here are some others shown in Google's documentation: <h1> through <h6><br><p><div><strong>, and <em>. 


Also note: Browsers display <strong> as <b>, and <em> as <i>. However, there is a difference in the meaning of these tags: <b> and <i> defines bold and italic text, but <strong> and <em> means that the text is "important".


Here is an example of an FAQ rich result preview with some of these elements in use:


Here is the corresponding text with html tags that led to this result:


"text": "Most unopened items in new condition and returned within <strong>90 days</strong> will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store.<br /><p>Online purchases may be returned via a major parcel carrier. <a href=http://example.com/returns> Click here </a> to initiate a return.</p>"