Rich Snippets: What They Are and How to Use Them
Remember back in the day when a simple search results would give you a link and a few lines of text to explain the search result?
Well, those days are over. Completely. Sure, we may still find simple results like that here and there, but we're also starting to see something called "rich snippets" showing up more and more.
What is a rich snippet?
Unlike a text snippet, or those old versions of search results I described above, a rich snippet includes a rating, extra page links, or a list of songs available for download. For concert ticket sellers, you can even see a list of upcoming events directly from your search results!
Basically, website developers add structured data markup to a website, which allows for a search engine to display very specific, extra information in the list of results.
This post is not a how to on adding rich snippets to your search engine results, but instead, I'm here to help you understand why and how these new fangled gadgets can help your website achieve greater success. If you're interested in testing your web page you can visit the Google Rich Snippet Testing Tool.
Why would I use rich snippets?
Let's say you're a consumer on the search for a Chinese restaurant in your area. You search for "Chinese restaurant 12345" (or whatever your zip code is). Six of the most popular restaurants appear, and each has rich snippets that provide an overall star rating for the restaurant.
Instead of going to a site like Yelp or reading each and every restaurant website, you can make a quick dinner decision based on those stars. You might click the link of the highest rated restaurant to check the menu or find an address, but other than that, your decision's been made.
Which of these would you select in these results for "best brownie recipes?" I'd pick the one with the picture and 5 star rating, wouldn't you?
For competitive business, rich snippets can be an incredible asset. Immediately, your consumers can see how you rank among the rest of the market, offering you unique leverage.
How do I use rich snippets the right way?
Well, this is why Google Webmaster Tools released a special addend to their guidelines. Of course, people are going to try to use rich snippets inappropriately to gain false advantage. That's not okay, and Google will penalize you when they find out.
Instead, the only way to use this special opportunity to your advantage is to use it naturally. Search engines reward natural growth and SEO.
Do not:
- Hide information,
- Use irrelevant keywords,
- Rehash old content over and over again, or
- Mislead the search engine or reader in any way.
For advice on how to add structured data markup to your website results, check out these articles:
CMSMind.com - How to Add Google Rich Snippets to WordPress Website
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