As a webmaster, you can help by annotating your pages with structured data in a standard format. To display Rich Snippets, Google looks for markup formats (microformats and RDFa) that you can easily add to your own web pages. In most cases, it's as quick as wrapping the existing data on your web pages with some additional tags. http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html