Not schema, but a new kind of search result?

[Bio-RadAbs]

I came across this search result in Google and I've been racking my brain out in trying to figure out how they did it.

Do a search for Novus CD4 and you'll see a search result where they list additional products from the landing page.

I used Google's Rich Snippet tool to analyse the page and find no microdata at play.

Any ideas how this was achieved? Have you guys come across anything like this? I was thinking of integrating this with schema to display rating stars and prices on an ecommerce site

S4aL5.png

[AdamThompson]

Perhaps it's pulled from their Google Shopping feed?

[Bio-RadAbs]

I did a search on Google Shopping and none of the products appear.

The mystery continues...

[AdamThompson]

Hmmm, yes...I can't find shopping results for them either.

[AdamThompson]

There are some unusual things going on with that page code, including:

• Div names that include "seo"
• Page displays different content with Javascript turned off

I can't find rich snippet markup in the page code, but I suppose it's possible that they are pulling something in via JavaScript, and googlebot read the JavaScript. I think this calls to for minds more adept at coding than myself.

[Bio-RadAbs]

Contacted my web guy and he's stumped as well, gave me the following reply:

" I honestly don't know how/why that information is present in the rich snippet. It looks like the information is coming from the table of products (a combination of the h3 and a div, and partnumber div). What's odd is the table isn't actually a table, rather stylised divs and contains no special mark up."

[KeriMorgret]

They might be grabbing the information out of a table. I don't use rich snippets or any fancy markup on Strike Models, but if you do a site:strikemodels.com you'll see a similar SERP for some of our interior pages, and it's pulling from the table of product information we have.

[Bio-RadAbs]

It's interesting Google isn't displaying every one of your pages with a table that way.  I wonder what makes Google go "aha..I'll display this page this way.."

I did another search and it looks like a majority of their pages with a "table" tend to display the information in Google that way (see attached a search result screenshot).

I think It's a fantastic way to display a search result that can lead to a clickthrough as you're offering information that might not be present in the title or meta description (for e.g. price, different formats etc)

I've seen rich snippets used like this but only for listing songs from an album, not for an ecommerce product listing. The weirdest aspect is that, this site isn't using any rich snippets

3rXJu.png

[Bio-RadAbs]

Okay, I found this post by Dr Pete called 'How Do I Get Google's Bulleted Snippets?'. The post is describing what I found above.

http://www.seomoz.org/blog/how-do-i-get-googles-bulleted-snippets

Interestingly, no affirmative conclusion was made as to what a user needs to do to obtain the search result..