Google is constantly evolving to find the best ways to answer searchers’ queries. The search engine has come a long way from the standard 10 blue links in the search results. Today, you probably notice that search engine results pages (SERPs) appear more visually appealing, including images, ratings, videos, and more. Google’s latest way to more accurately present the most relevant information to searchers comes in the form of rich results, sometimes called rich snippets.
Why SEOs Strive to Win the Rich Results
Rich results draw attention to the SERP listing and provide additional information — such as ratings stars, images, pricing, FAQs, and more — that may entice searchers to click through to your site. Because the click-through rate can increase based on the presence of rich snippets, Google may deduce that your listing is increasingly valuable to searchers. Over time, this may result in your website receiving stronger rankings.
Rich Snippets Structured Data
Rich snippets don’t just magically appear, though. You must implement structured data to be eligible for them.
Structured data is comprised of format (the markup code) and schema (the vocabulary for marking up pages that is universally used by search engines). It helps search engines understand the information on your page and makes your pages eligible for Google’s rich snippets.
Structured data does not, however, guarantee that Google will apply rich snippets to your SERP listings.
When optimizing a page on your...
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Published by: Book Club