As Google continues to updates its algorithms, you’ll also notice that the layout of the SERPs (search engine results pages) will change as well. Over the years we’ve seen a variety of changes to the SERP. One example is the change in paid search results. Previously, the “ads” were easily identifiable and located on one side of the page. Now, you can barely distinguish them from the organic search results. Another example of a change that Google has made to the SERP is the introduction of a rich snippet. A rich snippet will essentially provide a summary of the information a person is looking for directly on the page. Snagging this prime real estate on the results page will increase exposure, authority, and traffic. Below we’ll take a look at how to get rich snippets.
How to Get Rich Snippets
What is a Rich Snippet?
Before we can figure out how to get rich snippets, we first need to know exactly what they are. Rich Snippets is the term used to describe structured data markup that site operators can add to their existing HTML, which in turn allows search engines to better understand what information is contained on each web page. This essentially tells Google “this is the information your users want to know right away.” It also allows Google to display more information from that specific page. Instead of just showing a title and brief meta description, it can show product reviews, prices, bullet points, and a variety of other pieces of information that searchers might find useful.
Based on the information you want to present, there are actually specific ways that you can optimize and markup your data, but we’ll get into that shortly. Ben Goodsell reports that the click-through rate (CTR) on a featured page increased from two percent to eight percent once it’s placed in an answer box, with revenue from organic traffic increasing by 677%. Let’s take a look at how you can optimize your website and content to snag some valuable rich snippets.
Schema and Structured Data
There’s still a hot debate over whether or not structured markup and schema increase your chances to land a rich snippet. However, when it comes down to how to get rich snippets, it certainly doesn’t hurt to point Google in the right direction. You can use a resource like Schema.org to implement a specific code that tells Google what information your page is trying to promote. These specific schema markups include recipes, products, reviews, and a handful of other things. While your content should already be easy for Google to digest, structured data will provide a roadmap, so they can navigate your site with ease.
When people want to know how to get rich snippets, I tell them it’s all about optimizing your content. One of the first things you should do before you even write content is to do some basic keyword research. There’s no point in providing information that nobody is looking for. Instead, you’ll want to think about the information your brand can provide, and cross-reference that with what people are searching for. You also want to make sure your content entices readers to click on it. Find a way to get people to click on the featured snippet. You don’t want people to read the featured snippet and move on. In the end, you want them on your site.
Write Good Content
The last, and probably simplest advice I’ll give on how to get rich snippets is writing good content. We’ve already touched on the importance of good keyword research and SEO optimization, but let’s think simpler. Google wants rich, detailed content that’s going to provide answers for users. This means that blogs or other forms of content that are just a few hundred words aren’t going to cut it. You’ll want extensive and informative pieces of content that allow you to stand out from the competition. You’ll also want internal links as well as external links that link out to authoritative sites. Content is key when it comes to snagging those rich snippets, so make sure you’re putting effort into it!
If you’re looking to take advantage of the rich snippets feature, we hope these tips helped! If you have any other advice on how to get rich snippets, feel free to comment below!