So what are Rich Snippets?
Rich Snippets are the term used to describe structured data markup that sites can add to their existing HTML, which in turn allows search engines to better understand what information is contained on each web page. However, major search engines have gone a step further and now use this markup to present richer search results, allowing users to more easily find the information they are looking for. Schema.org is a tag-based language in which content is defined. The primary goal of Rich Snippets is to increase visibility on the SERP (Search Engine Results Page), and thereby improve CTR or Click Through Rate. Under normal circumstances, search engines display the site title, URL, and meta description if there is one, as seen in the following example.
However, when using Rich Snippets, Google can display more information. In the following example we can see ratings, prices, categories, etc., achieving a more prominent effect for the user.
Structured data markup does not need to be added to every content property, although having more marked up content helps search engines present better results. Also, keep in mind that only visible content should be marked up (hidden page elements and hidden div content do not need to be marked up).
Essential Rich Snippets for an e-commerce
There is currently a wide variety of Rich Snippets. As you know, marketing tools are constantly evolving, so we will have to be attentive to each update. Also, the official Google manual will help you to learn more about this structured data. Thanks to the implementation of structured data, Google organizes pages based on their content, and manages to show relevant information in each search. The main Rich Snippets are:Organization
They show relevant information about the name of the company, association or entity such as the address (physical and URL), phone number, geolocation (latitude and longitude), logo, etc. This type is ideal for creating a brand image. If the user gets used to seeing your location in search results, their rating will undoubtedly improve.
Website
They make it easier for users to navigate the website at a glance when they perform a search, as they show a list of different sections of the website. In addition, they can automatically add a search box so that users can navigate directly on your website. It is worth noting that Google is the one who chooses which section to display.
Products
Add structured markup to your products so that Google can display detailed information such as the product image, description, availability, reviews, and price. Stores that offer the same product from multiple brands can use lowPrice and highPrice to display the price range for a single item. It's also very useful if you want to give visibility to special offers on your website. It's a must if you have an e-commerce site!
Opinions and reviews
They show the rating or evaluation of a website through stars. We find two subcategories: individual opinions, which indicate that a user has made the evaluation, and global opinions; the average rating of all individual opinions about a product. Opinion snippets can be for products, recipes, books, courses, events, etc.
If you have an e-commerce, this Rich Snippet is a must for your website. They are one of the most used because they increase the credibility of the page! At Línea Gráfica we have developed a review module with which you can implement your reviews and rich snippets.
Local Business
Improve the visibility of your local business by providing Google with relevant information, from name, location, hours, reviews to social media profile. Thanks to this snippet, your business will appear in Google Maps searches. Only useful if you have a physical store.
Breadcrumbs
Breadcrumbs mark the position of a website in its hierarchy. They communicate to Google how your website is organized and make navigation easier for users. This snippet depends on how the breadcrumbs are structured on your website. Once you include the breadcrumbs' metadata, Google will display them if they are relevant to the search.
Frequently Asked Questions
Although it was created for another purpose, this snippet is often used to increase visibility in search results. This way, if a user is looking for something specific, they will have the possibility of having their query resolved. In addition, you will improve organic traffic to your website.
Rich Snippets for my online store blog
Structured data markup not only helps you enhance information on your website or business, it can also showcase information about your blog or creative work. You may be wondering, what kind of snippets can you implement on your blog? Here are several types!People
Ideal for blog posts where you want to display the author's information. It allows you to include their name, address, date of birth, photo, job, etc., which is very useful when you have a blog or for those who work as a freelancer. With this snippet you will gain authority!
Recipes
Make it easy for users to find all the information they need to make your recipe. You can show the type of dish, its photo, comments, preparation, cooking time, nutritional information, and other similar recipes in case the user is not entirely clear. Don't hesitate to implement them if you have a food or similar e-commerce site, and get more visibility and clicks on your blog!
Events
Implement this markup and help users find your events. You can display the official name of the event, start and end date, duration, ticket details, and geolocation. Get your events to the top of search results and attract quality traffic to your website. It's a basic snippet for any website or blog that organizes events, webinars, fairs, and the like.
Music
Display songs and music albums. Google may display song previews and direct links to purchase tracks or full albums.
It is also valid for websites that display playlists or audio files. This snippet improves the display of content in search results.
Video
It shows the screenshot of the video on the search page. It indicates the duration, the license, the production company and/or the creator of the video, and even whether the content is suitable for families. YouTube being the most visited social network after Facebook, it will be the videos from the former that will be shown, above all.
How do we integrate Rich Snippets?
There are three different types of markup currently recognized by major search engines, three HTML languages:- Microformats
- Microdata
- RDFa
Structured Data Formats
For SEO, it is essential to use these formats in order to improve positioning. Whichever you choose, check that they are correctly implemented and consistent with what you want to show about your business.JSON-LD
JSON-LD is a language adapted to add metadata to your website. Google recommends using this format over the others. On the following page you can generate your JSON-LD code quickly and easily.
Microdata
Microdata is an international standard form of semantic markup for HTML pages, allowing data to be embedded in HTML documents and made machine-readable. To put it simply, microdata helps computers understand what the content of your web pages says. Structured data markup consists of three elements:- Itemscope , which specifies that the HTML content of the <div> block is part of the same element.
- Itemtype , which indicates exactly what type of item it is. The type attribute is another important part of the itemscope element. The item type denotes what it describes: it can be a person, company, event, product, article, etc. The item type must be specified within the itemtype attribute.
- Itemprop . Nested HTML elements are indicated by the itemprop attribute and are properties of that element. This markup means that web crawlers can easily recognize the term and definition in the block of text. The value of this property can also be text, a link (URL), date, and/or time.
RDFa
RDFa is a set of XHTML extensions that allow introducing semantics into this type of documents. So, it would be something like this:
This format is more flexible when creating extra categories.
Tools for generating structured data
There are currently several tools for generating structured data quickly and easily. With these tools you can create your data markup automatically.- Google Data Markup Assistant : Google has several tools, and one of them is a rich snippet generator. This tool generates HTML code so you can upload it to your website without any major difficulties.
- Schema Pro – This tool has a simple interface to implement your data markup. With just three steps you can have it ready and achieve wonderful results!
- JSON-LD Schema Generator – With this tool you can quickly generate your markup. Just follow the instructions, and you will have your code in no time.
- All In One Schema Rich Snippets : if your CMS is WordPress, with this plugin you can implement your snippets.
Structured Data Testing
How do I know if my Rich Snippets are working properly? The Structured Data Testing Tool will help you figure out what's wrong and what can be improved in your Rich Snippets. First, confirm that your data is implemented correctly with the Rich Results Tool . If everything is correct, validate your Schema with the Schema Markup Validator to check that everything is perfect.
However, it is important to only implement structured data that can bring real value to your business. Google recommends using only 1 or 2 sentences and that it be mobile-optimal, as this device is becoming more and more important every day.
What to expect after adding rich snippets
Although some authors claim that using rich snippets increases a website's visibility by up to 30% , using them on your site will not automatically translate into major search engines showing your content. Google, in particular, will first analyze and evaluate your markup before starting to show richer results. It has been observed that Google only starts analyzing new markup 10-14 days after its introduction on a website. If everything looks good, Google will start showing Rich Snippets for some pages (not all), but after about 5 days they will disappear. Several days later some Rich Snippets will appear again, either for the same set of pages or a new set. This can be repeated several times. Only after about 8 weeks will you be rewarded with semi-permanent Rich Snippets across your site, assuming Google's analysis and evaluation uncover no errors. Google has recorded several case studies of success for the correct use of structured data markup. This cycle is what often confuses site operators, who resort to “tweaking” their Schema.org implementation, resulting in a further delay. It is suggested that it is best to implement the markup and wait approximately two months for the full results to begin to appear, before attempting any modifications to the way the markup has been implemented. However, do you know the true impact that rich snippets can have?- Increased visibility : more visually appealing content that can draw more user attention.
- Increased CTR or click-through rate : Content with rich snippets offers more information and makes searches easier for users, which leads to an improvement in the click-through rate.
- Increased traffic : The above factors have a proportional impact on increasing page views.
- Increased conversions : If more users see your content, they are more likely to make a purchase.
