Definition
Search appearance is a dimension in the Search Console performance report. It groups your clicks, impressions, CTR and average position by the type of result your pages showed up as, for example review snippets, product snippets, videos or translated results. Most of these types are rich results that come from structured data on the page.
A type only appears once it has data for your site, and the same page can count under several types. Search appearance is usually read on its own: list the types first, then look at the pages or queries behind the one you care about.
Why it matters
Result types get clicked at different rates, so a change in how your pages appear can move clicks even when rankings stay the same. Search appearance shows whether structured data work paid off, and a drop in one type can point to pages that lost a rich result, for example after a template change.
Where to see it
In Search Console, open the performance report for search results and switch to the Search appearance tab. To check a single page, URL Inspection lists the rich results Google detected on it.
Ask mowteng
gsc_search_analytics can group clicks, impressions, CTR and position by search appearance, and gsc_inspect_url shows the rich results for one URL. See the Google Search Console MCP server page and more performance prompts.
Group my Search Console clicks and impressions for the last 28 days by search appearance and tell me which result type has the highest CTR.