It’s 2020, and your consumers want more in less time and effort. Attracting prospects to one’s website has become increasingly difficult due to high competition.
The younger generation is now more inclined towards initiating their startups. Due to this entrepreneurial approach, the digital market space is cluttered, and standing out from this crowd has become more crucial than ever.
While SEO optimization can help your rankings in search engine results, they might not be very useful if your search result is not informative.
Online consumers have various options available, so the best bet to attract them is to provide as much information in the search results. Studies reveal that having rich snippets can increase CTR by 677%.
What are Rich Snippets?
Rich Snippets are enhanced search results that pack more information into the Search Engine Results Pages (SERPs), hence improving Click-Through Rates (CTR). The search engines pull extra details from the structured data present in the website’s HTML.
A standard search result contains:
- Meta title
- Meta description
- URL
A rich snippet further adds to this and provides a more detailed and informative search result to a consumer.
Different types of Rich Snippets
The search engines extract snippets from the structured data found on your web page. Depending upon your business, the Data you need to display might differ from others.
The following are some examples used by online vendors to enhance their CTR ratio.
Review Snippets
They show-off the review-based content present in a web design. They help the search engine determine the website; Google uses the information from the structured data and generates organic stars visible in the search results.
This is a very common example and is used by many service providers to showcase their service’s reliability. These snippets help earn the customers’ trust and help answer the queries of the potential consumers that they might have regarding the service.
Recipes Snippets
They are the type of snippets in which the recipes are extracted from the structured data and displayed on the search results.
When coupled with review and rating data, recipe snippets make a website look credible, structured, and a reliable place for an online surfer looking for cooking recipes. This is a useful feature for restaurants and food bloggers looking to add credibility to their websites.
Organizational Information Snippets
These include all the information like the name of the company, address, founder, contact details, etc. this information appears on the right side of Google when you search for any specific company.
It is helpful for every business regardless of the niche, as it helps the consumer gain more information about a company. However, this Data does not help improve your SEO directly.
Ecommerce Related Snippets
The product information, like availability, price, offers, and discounts are the main features of eCommerce related snippets.
These details help boost web traffic because consumers are attracted to discounts. These snippets can indirectly help convert a consumer into a customer as people tend to buy stuff available at an attractive price point.
Q&A Snippets
When an online user searches about a query on a search engine, few results are shown that use Q&A rich snippets.
This Data is useful for forums like Quora, HubSpot that provide information and like to get featured in search results using this type of Rich Snippets.
Some Other Snippets Include
- Top Stories – useful for news companies
- Featured – brief text that appears on top of search results to provide a user with a quick answer
- Music
- Carousel
- Video
Rich Snippet Testing Tool
To access your website for rich snippets, you can use the Structured Data Testing Tool by Google.
It is a useful tool that is extremely easy to use; all you have to do is insert the URL link of your website, and the app will do the rest.
A snippet testing tool can help you identify the web pages with non-structured data, so you can easily format the information in compliance with Google’s algorithms.
Structured Data Markup Tools
So the question is how to put the data in the format that can help search engines create Snippets for our search results?
There are several online tools that can help you with it, for example, schema.org, Google’s Structured Data Markup Helper, etc. These tools may seem complicated but are easy to use as they guide the user till the end.
Making The Most Out Of The Data
Properly implemented structured data markup helps pages to increase their CTR. Therefore, the use of rich snippets enhances the credibility and click-through rates of an online vendor.
To make the most out of it, you need to follow the following guidelines:
Make Your Data Structured
The information is extracted from the structured data found in the HTML of a website. It is easier for Google to read information and extract if it’s structured.
Structured data helps search engines like Google to better understand your content. For example, you add a recipe to your website, and if the Data is not in the right format, google will have a hard time extracting the data. On the contrary, if it is structured like:
- The recipe takes 45 minutes
- Following is the list of the ingredients
- Here is the picture of the dish
All this Data will help Google identify, and if you do your job well, google will display your search result as a Rich Snippet.
Choose The Best Snippet Type
The primary step is to determine what type of snippet is best suited for your business to a structured markup that is specifically designed to optimize your search results.
There are tons of types of markups, but most of them focus on a particular market. The main ones are discussed above.
Put Up A Limited Availability Notice
Limited availability triggers consumer behavior and increases conversion rates. Limited stuff always sells quicker because people get attracted to the phrase limited time offer.
Limited-time deals and discounts encourage sales; according to a survey conducted by RetailMeNot, two-thirds of consumers said they made a purchase solely because of the offered discount.
Display Price Range Instead Of A Static Price
People like to have different options. Multiple price options guarantee a high conversion rate. People are inclined towards services that offer a variety of services.
Google may add a price range block feature to assist the consumer with how much he will be likely to spend on the website.
Display A Video
A picture is worth a thousand words, but a video is worth a million! Adding a video to your search result will enhance the credibility of your website by many folds.
A video will attract a high CTR ratio, as the younger generation will most likely consume video content online. According to a survey, online videos will account for more than 80%of all consumer traffic by 2020.
What To Expect?
Adding rich snippets might seem a little complicated initially, but drastically improved CTR will make it worth the effort in the long run. If you carefully follow the steps stated above, the extra clicks you will get will definitely stun your expectations.
It has the tendency to boost the reach of your marketing efforts and is also capable of giving a pleasant browsing experience to your consumer. Having said, you might need some time to master the coding to implement the structured data format, but the extra efforts will prove to be fruitful after some time.
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