This article presents the notes from an SMX Advance panel about micro data and rich snippets. There is a lot of good information in the article and I have selected a few points I thought were particularly interesting. First, when multiple types of mark up are included, such as author, rating, product information etc Google will display different types of rich snippets based on the keyword being search for. Second, when author markup is used and a reader goes to the link and then hits the back button a “more by” type box shows up in the SERP. And third, bread crumbs are a possible rich snippet options, which opens up opportunities for purely informational articles that don’t easily lend themselves to other types of rich snippets.