Understanding of Rich Snippets for search

July 12, 2022

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Rich Snippets for search, as we have learned, less and less of Google's search traffic is leading to people clicking and landing on the resulting content. In response, content producers need to leverage every tool at their disposal to improve Google rankings and SERP results. This is where rich snippets or rich results, come into play.

What is a Rich Snippet for Search? 

It identifies individual pieces of your content that are used over and over again throughout the site. It is a type of structured data markup that allows search engines to better understand what information is contained on each web page. Here’s the example site tombarofoot.com and you can see that not every site works here but most of them have color and the color in the listing is identified from rich snippets so most dynamic in the box places only really show the rating and the rating review.

Count where I forced it to also show the price and in my mind that is a very powerful tool because oftentimes people want to know that you can actually buy things here. By seeing a price they can get their information is given to them way quicker. So, in this case, we provided reviews that aggregated the ratings of 4.8 stars across the 463 reviews on this category it's a category level and then we showed what the minimum price product was and the maximum price product in that range of those categories so every product in the category has a potential to have a rating and a potential low and high price.

Does Rich Snippets Help SEO?

The regulations dictate which rich snippets are displayed for which sites regularly change. For example, Google experimented with author-rich answers for a few years before eliminating them in 2014.

Video snippets were once much more widely used, but in 2014, many brands saw them disappear. While there is a lot of conjecture about why this happened, highly reputable video sites, like YouTube, will still have them appear.

Given the number of changes that have happened with rich answers in the past, it is likely that there will be more changes in the future. For this reason, you should focus on preparing all your content for potentially rich answers.

How Do Rich Snippets Work?

To optimize your content for potential snippets, you should use schema.org markup. This has been designed to provide a common system for Google, Bing, Yandex, and Yahoo! Use all of the markup data that applies to your site and optimize both your existing content and new content that you create.

The schema markup will allow you to fill in numerous pieces of data about your content. For example, if you are doing a schema markup for an event, you can fill in information such as:

  • the aggregate rating
  • the person or organization attending
  • the time the event will begin
  • the event duration
  • the end date and time
  • the place or postal address
  • the organizer

Along with rich snippets in your search results can help increase click-through rates and visibility. Using schema markup can help you increase the chances of displaying a snippet. 

Sounds like a lot of work to do? Our team is here to help. 

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