Rich snippets are designed to help search engines better understand what information is on a particular webpage. This is done through structure data markup on the back-end of the page. Even though snippets don't play a direct role in rankings, they can work wonders on a website's click through rate. Google “crawls” billions of pages, both new and updated, on the web, using automated programs called bots or spiders. If I’m your SEO, then I’m going to consider anything that builds my relevance, territory, and magnification of signals. Make sure that your website’s main menu only features the most important categories. Obviously every one wants the number one position, but someone has to come second. Now this isn't so bad as, while your website may only rank perhaps 4th or 6th on engines such as Google, there will be others which will rank you number one!