The Complete Guide to Rich Snippets and Structured Data for SEO
Getting your website into the Google Knowledge Graph is not a wishful thinking anymore. It’s a necessity.
As we are shifting away from the “keywords” based search, we are entering the world of the semantic entities search. Having good content on your website is a good start. But telling search engines what entities are there on the page in your copy is what people call nowadays “SEO on steroids”.
Probably the quickest and the most reliable way of getting your pages into the Google Knowledge Graph is showing rich snippets for your search results. This is not just mine but also Google’s opinion as you can see from this video here: http://goo.gl/loE0ME
.What are rich snippets? Let’s use the Google’s definition:
"Snippets – the few lines of text that appear under every search result – are designed to give users a sense for what’s on the page and why it’s relevant to their query".
Notice the word “relevant”. Relevant
is the foundation on which the semantic search is built. Traditional search algorithms match your search query with “keywords” extracted from web pages and organise those results in order of relevance. The semantic search on the other side tries to understand your query in more depth showing you more meaningful and relevant results.
(For more information about semantic search visit The Google Semantic Search Community - https://goo.gl/GJwq7o
- where Mr +David Amerland
and +Teodora Petkova
will get you up to speed in no time.)
Looking from a different point of view it is a way for webmasters to “advertise” their pages/products in a better way, thus giving us more information before we decide to click through to a website.
Are we able to see them yet? Hell yeah. For the past 2-3 years or so. Just go to Google and search for “music festivals in London”: https://goo.gl/YNIKIL
Now have a look at the fourth result. See, even if I didn’t tell you would have looked at the fourth result anyway. Although the first result is more relevant to your query – hence the first position in Google – your eyes are automatically drawn to the more organised, in a way more attractive fourth position.
Another example will be looking for a tomato soup – http://goo.gl/FB58J7
– as your eyes are automatically drawn to the picture. Especially if you are hungry.
Not even intentionally we’ve already tapped in the main benefits of the rich snippets.
1. More visual, eye-catching results in the SERPS (Search engine results page)
2. More visual and more relevant information will probably increase the CTR – click through rate. Having a peek before visiting a page will definitely decrease the bounce rate of a particular page. Google says bounce rate is not considered when ranking a page, but I am not so sure. Since introducing Panda 4.0. we see increase ranking for pages based on the so-called “user signals”. One of those signals is the “SERP Return Rate” (the proportion of searchers going back to the search engine results page after having clicked on a link – which suggests they did not find what they were searching for). Or in other words, no relevance. Do you see the benefit of allowing the searcher to know what to expect on your page?
3. Rich snippets will not only increase your CTR, but it will also bring more “qualified” traffic too. The people visiting your pages (especially e-commerce) are making an educated decision to click through to your website knowing your product, pricing and availability in advance. They wouldn’t have clicked on your link if they didn’t want to make a purchase. Going even more backwards they wouldn’t have been even online looking for your product-specific term.
Tip: Feels like I have to give you an advice here: know your customers.Rich Snippets: How to Implement?
I will try to be as less geeky as possible and I also promise to show you the easiest method.Read the whole article here: http://royalsofia.com/the-complete-guide-to-rich-snippets/ #seo #digitalmarketing #keywords