Looking at your latest digital marketing strategy, you might feel like you’ve dotted all your i’s and crossed all your t’s, but you’re still not as high as you would like. You’ve optimized the title tags and meta descriptions and targeted all the right keywords, and you’re still wondering why the results aren’t better.
I’ll let you in on a little secret. Many digital marketers don’t use rich snippets in their marketing strategies, which means you have the opportunity to get ahead of your competition. According to a recent Watch article on search engines, Rich Snippets make it easier for search engines to crawl your site and interpret your page, which means they can display your list with richer results.
Google results displays evolve
Previously, Google only displayed the title, URL, and a short description. If you search for a keyword today, you’ll find paid ads, questions people ask, related searches, and more. And if you take a closer look, you’ll find that some of the listings show richer content than others. Some listings have a star rating, times, contact details, location, etc. – and others don’t.
Now grab your website and watch how the search engine displays it. If you can’t see any of these pretty, rich details, don’t worry! I’ll tell you about several ways to add rich snippets to your ad.
The easiest method I have found to add rich snippets to a site’s listing is to use a site called Schema.org. The resource was founded by several large tech organizations and was intended to share a collection of diagrams that give digital marketers the maximum benefit for their marketers. Schema.org vocabularies are used to enrich lists and expand valuable information on the site. Developers and webmasters use the vocabulary shared on Schema.org to tag their web pages and email messages.
The resource provides code and words that signal search engines to point to interesting content on your site’s listing. Words can reflect the scope, type or properties of the product, service or topic. I have used it on every article I produce because it has been shown to increase my search engine results every time.
Schema.org has many categories of industries. Depending on the type of your business, choose the most appropriate scheme. For example, there are diagrams for events, products, local businesses, books, music events, bands, music recordings, and many more. If you want to highlight a recipe for your cooking business, you can use tags for ingredients, cooking time, prep time, food category, nutritional value, etc.
You can also use the overall rating markup, which will add a simple star rating based on multiple reviews. The tags will give search engines better information to better understand the intent of the content you have posted on your web page.
All of these extra details alert your customers and potential visitors that your site has something more special to offer than your competition.
There is a way to make using annotations even easier. If you are a WordPress user, look for plugins like All In One Schema.org, WP Rich Snippets, and Schema App Structured Data. The plugins will automatically define the fields for you.
Useful digital strategies for acquiring rich snippets
You can definitely rely on Schema.org or WordPress plugins to enhance your digital marketing strategy. I have used them both and have had amazing results. I have also acquired several rich snippets by manually adding HTML tags for lists and tables such as:
• Unordered list items:
• List items:
• List items ordered:
I still use spreadsheets to track my digital marketing results. Before I finish my ad, I type my keywords in the search box. Next, I go through the top three results on the list. These are my competition sites. Then I get to work creating richer and better content than these three lists.
There is no doubt about the importance of having high quality internal links. Also, don’t forget to pay attention to your external links. I have found that adding reputable resources like government sites gives me the best results.
Be aware that Google and other search engines are constantly evolving. Adding rich snippets to your ad should improve your rankings, but there’s no guarantee. Even if adding rich snippets doesn’t improve your rankings today, you might see an increase in rankings tomorrow, next week, or next month.
On a positive note, you have nothing to lose by trying. Improving your web pages with rich snippets has the potential to dramatically improve your rankings and this is something to be excited about.
I have had remarkable results in improving my site’s ranking, especially when I applied this strategy to blog posts of 2,500 words or more. Rich snippets get the job done, so go back to the drawing board and improve your keyword spreadsheet with strategies to improve your web listing with catchy content now. You will want to beat your competition at strategy. You can do it!