Why is my site's 'Rich Snippets' information not being displayed in SERPs?

[Techboy]

We added hRecipe microformats data to our site in April and then migrated to the Schema.org Recipe format in July, but our content is still not being displayed as Rich Snippets in search engine results.

Our pages validate okay in the Google Rich Snippets Testing Tool.

Any idea why they are not being displayed in SERP's?

Thanks.

[dohertyjf]

Hey Techboy -

Assuming your site validates fine using the Rich Snippets tool,  as you said, unfortunately I don't think there is much you can do. I heard Stefan Weitz from Bing talk about it, and he said that it's a slow rollout because they want to get it right, and they are also wanting to see how people use it. Also, the search engines are giving priority to brands and well-known people (especially with rel=author markup), so the little guys are having a harder and harder time getting the semantic markup to show in the SERPs.

He even went so far as to say that we should mark up our sites now, so that when Schema is rolled out more we'll be ahead of the curve (and he insinuated that it will affect rankings positively as well).

Sorry I can't provide an actionable answer, but right now with the semantic markup it can be a bit of a waiting game.