Achieving high ranks in Google search results is one of the primary objectives of positioning. However, obtaining satisfactory results is only half of the success – it is also important to stand out from other snippets (English: snippet – result). Adding structured data will allow you to stand out from competing links, enhance the number of conversions and ultimately, profit.
Featured snippets and rich snippets – table of contents:
- Google structural data – what is it and what is it for?
- Featured snippets and rich snippets
- How are featured snippets divided?
- How to earn a paragraph within featured snippets?
- Images and photos as extended results
- YouTube videos – an apt tutorial to solve the user’s problem
- How to make your results in SERPs more attractive? Where to start?
Star ratings, list of questions, thumbnail graphics – if you want to enrich your page with SERPs (Search Engine Results Pages) try to follow the tips regarding featured snippets and rich snippets.
Google structural data – what is it and what is it for?
These are tools to mark the elements of the page’s source code. These are words, phrases and other elements designed to make your page stand out in the search results.
Once Google “learns” the marked string and “understands” the code, which enables to provide additional distinctions in SERPs.
The use of structural data doesn’t directly contribute to higher page rankings. Still, it makes a page’s visibility for Google more attractive which in turn increases the number of clicks by users.
Featured snippets and rich snippets
Both types are examples of enhanced results. Rich snippets concern the traditional results, characterized by longer description text along with a thumbnail image or user rating. For some time now, typing in Google queries the phrase “what is it + search phrase” – as part of the answer we get a concise text that provides basic information on your question. This is a piece of content taken from the first page within the organic search results.
The text with the explanation appears above the rest of the results in Google. And that’s what featured snippets are, also referred to as position 0. They let you know the answer to your query without having to go visit any site within the results.
How are featured snippets divided?
The most common type of featured snippets are paragraphs, graphic or images, lists, tables, videos or maps.
Of the options listed, paragraphs account for approx. 3/4 of the cases. A fair percentage of data comes from Wikipedia and features an image (not necessarily from the same source).
Ultimately, the user gets a condensed answer to the question posted on Google without having to go to any website.
How to earn a paragraph within featured snippets?
If you want to obtain such an effect, you should include a short answer to a query in the form of a text under the headline of the developed article.
It is important that the answer does not exceed 300 characters – otherwise, Google will shorten the content. It is also a good practice to write according to the scheme:
What is + phrase?
A phrase is …
Such an encyclopedic structure and the use of a keyword at the beginning of the explanation should become a habit when developing content for the Internet.
Images and photos as extended results
Google’s structured data also includes graphical elements and these are desirable especially for e-commerce.
This way of presenting results is an effective way to attract customers to an online store. In this case, it is necessary to properly optimize the graphics on the page – we are talking about consistent completion of “alt” and “title” attributes.
YouTube videos – an apt tutorial to solve the user’s problem
If Google “decides” that the video is the right answer to the user’s question – it will display it above the rest of the organic search results. From the channel owner’s point of view – to achieve this, it is necessary to optimize both the titles and the videos. This will generate additional traffic from outside the YouTube platform.
How to make your results in SERPs more attractive? Where to start?
It is necessary to apply the data schema within the chosen method.
If the website is hosted on WordPress – here the task is easier, thanks to the possibility of using one of the available plugins to implement the appropriate structure without advanced knowledge of HTML code. Other CMSs are also supported in the form of a number of handy tools to solve all the necessary IT hindrances.
To sum up, Google’s structured data means a more interesting presentation of search results, which helps to improve behavioral indicators and translates into higher CTRs. So, there is nothing left to do but to develop a strategy to optimize your site and get ahead of the competition by standing out on search results using featured snippets and rich snippets!
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