Think for a moment about the thought process you go through when purchasing a product or service. One of the first steps in this process is determining which features are most important to you.
Today, search engines are also trying to figure this out. They want to surface the information most important to you in an effort to give you a better experience and get you to the right site as quickly as possible. One of the ways they do this is by using rich snippets.
What are rich snippets?
Rich snippets are short pieces of information that appear on search engine results pages (SERPs) that give users specific, definitive details about a page. It’s those juicy and rich details that you want to know before you even visit the website.
Here are some examples of information that consumers find rich and valuable:
- Parents search for “care for a puppy” because they want to adopt a puppy. The SERP pulls out a little photo of an irresistibly adorable pup, which tugs at their heartstrings.
- A grandma decides to bake her favorite chocolate chip cookies for her grandson and she can’t remember what temperature to set the oven to. A quick Google search tells him to set the oven temperature to 350 and bake them for about 10 minutes.
- A real estate agent wants to attend an open house at a certain address with a client. The SERP has an image of a video that lists a watch time of 2 minutes. The real estate agent doesn’t have time for a 30 minute video. Knowing that the video is short, he takes the time to watch the clip.
- A woman discovers a new cleaning product on the market and wants to know more before making a purchase. A search results in a 5-star rating for the product, which influences their decision to buy it.
This is just a sample of how rich snippets can provide searchers with the information they most want and how that influences their visit to a company’s website.
The Connection Between SERPs and Rich Snippets
Search Engine Land cites studies that indicate you may be able to increase your click-through rates by up to four times by using rich snippets. Rich snippets give you the added benefit of increasing your website traffic.
Voice search assistants like Siri and Alexa are becoming trendy as technology advances and people become familiar with them. Google Home already uses snippets for some of their answers. The relationship between voice search assistants and digital marketing should be on your radar as an untapped marketing strategy.
Tips for success with rich snippets
If you’re new to rich snippets, here are some tips for getting the best results:
- The content is always king, so be sure to take a hard look at the quality of your website and make sure it stays relevant.
- Use long content with your main keyword included in the page title, as well as subtitles that include related keywords.
- When using lists or tables, include HTML tags with the content.
- If you have news to share, use Google’s rich map feature to rank higher.
- Use schema.org as a guide to create the structure data.
- Check your work with the Structured Data Testing Tool to ensure that there are no errors and that the data is displayed correctly in search results.
Rich snippets are only part of an industry SEO strategy
Adding rich snippets can help you rank higher in search results, increase your traffic, and position your brand as an authority in your field. However, they are only one element of an industry SEO strategy. If you need SEO help for your manufacturing business, contact me and the Thomas team experts.
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