Have you ever wondered why, when googling for something, some search listings stand out from the rest? They look so much more attractive and inviting, and before you know it, you click on them and start checking out the websites behind them. Still don’t have a clue what I’m talking about? Have a look at the picture below.
Do you get what I’m talking about now? The presence of a picture, rating, preparation time, amount of calories – all these things are the reason why you would choose a greek salad recipe by bbcgoodfood.com or food.com rather than the one by foodnetwork.com even though it is placed higher in the ranking.
So what is it that enables the websites to include all this extra information to their Google search listings? It is Google rich snippet. A rich snippets, once coded onto your website, will extract information from your website and display it in a form of a few lines of additional text/graphics in search results. They are designed to give users a better idea of the content that search result contains as well as its relevance to their query. As for the businesses, adding this content-rich information to your Google search listings draws the eye and can increase your listings’ click-through rates by 30%, even when you’re not in the #1 position.
There are several types of rich snippets you can use:
Which type or a combination of snippets you choose for your website, of course, depends on the kind of business you run – it’s highly unlikely you can use them all. For this post I picked out 6 examples for you, that, I believe, make amazing use of rich snippets. Read on, take notes and draw inspiration.
- star & numerical rating: even though it might seem that two different rating scales put together would confuse a visitor but they in fact would not because they serve different purposes – the 5 star scale to give immediate visual answer and the famous IMDB 10 point numerical one to give more precise assessment
- votes: social proof, than contributes to credibility of the website
- anchor links to specific content on the page: increases relevance of the website
- reviews: social proof of the website that contributes to its credibility
- rating: contributes to website’s authority
- price & availability: for a e-commerce site adding this kind of data to a search listing is an incredibly useful strategy – it provides a visitor with key purchase decision information and this way filters out all the unwanted visitors
For more rich snippet techniques for an e-commerce site check this blog post.
BBC Good Food
- rating: website authority
- review: social proof
- picture: recipes online 101 – when it comes to food visuals are a must – so imagine how much your CTR will go up with a visual already on your search listing?
- calories & preparation time: in combination with the picture, this two recipe characteristics are perhaps the most important to a visitor so make sure you include them
- anchor links to points of interest
- little city description
- area info
- points of interest
Wikipedia, as you can see, is the boss of rich snippets – providing on one hand such detailed and on the other hand such relevant information & visuals in a search listing will enormously increase the chances of a visitor clicking on it because, well, won’t you agree it’s extremely appealing?
- rating & reviews: authority & social proof
- price range: I love this feature – again showcasing one of the most weighty factors for booking room in a hotel will definitely get you extra visitors
- times & dates: gives options
- artists: additional information
- locations: easier access and directions
All of these points combined give website credibility & high relevance in comparison to its competitor websites which miss some extra info & lack it at all.
Did you find the post useful? Do you know about any other techniques to improve CTR and SEO? Let me know in the comments below and I will make sure to feature the most interesting ones in the next post.