How To Use Rich Snippets, Schema Markup For Boosting SEO Strategy
Today, I am going to speak about Rich Snippet, Structure Data, and Schema Markup from the SEO perspective and what role does it play in boosting your SEO strategy.
What is particularly interesting about this article is that after reading this article you will understand the impact of Rich Snippet, Schema Markup, and Structure Data on your Google Ranking.
After reading the article you will be able to increase click- through rate (CTR) which is consider one of the ranking factors and boost your SEO strategy.
Before Heading forward let’s see what you are going to learn
What is in the article?
- What are Rich Snippets?
- Types of supported content
- What is the use of Rich Snippet in SEO?
- Rich Snippet Suggestion
What are rich snippets?
A snippet or Structure data markup is a result display to the users in the search result by Google. For instance: I was searching for upcoming events and googled it. It came up with a normal snippet and rich snippet.
As you can see Google shows the color of the title and URL in blue and green along with a description that gives information about the page. This is what we called snippet.
In other hands, Rich snippet shows some extra information about the page telling what the page is all about.
It is a piece of code that is put on the website. It’s a code specific format that is understandable to search engines. Search engine read the code and use it to display in the search result with its relevant query.
Benefits of Rich Snippets
- It helps search engines to show more relevant results
- Helps a user to judge the relevancy of the search result more easily
- It helps to boost CTR and decrease the bounce rate of the website since the users have a better idea about the website and its relevancy with the search query.
What type of content are supported?
You can use Rich Snippet or structured data markup for the following content type:
- Article – For Top stories carousel and Rich results
- Local Business – Place actions
- Music – Music action
- Recipe – Rich results and Host-specific lists
- Reviews – Critic review cards
- TV & Movies – Watch actions
What is the use of Rich Snippet in SEO?
As said earlier Rich snippet signals Google about the relevancy of your page with the search query. It helps a user instantly know more just by looking at them. It helps a user to figure out whether other people liked the homemade food and how long it’ll take you to make it.
From SEO perspective it helps in achieving higher CTR. People like to click on rich snippets.
And if CTR of the snippet is higher means you’ll drive more traffic to your site. Not because of your ranking, but because more people click on your content. In long run, CTR will have an impact on your ranking as well. As more CTR to your content signal, Google people prefer your page above other ones.
Suggestion For Rich Snippet
Though it does not need to be added to every single content. But having more content marked up produces a better result on search engines.
Here are few suggestions you should consider before adding Rich Snippet
Breadcrumbs—It helps users to navigate your site hierarchy When you mark up breadcrumb information for a page, Google can present the information on your pages in our search results.
Site name—It shows preferred name for your site in the search result. You can also opt for more than one name for your site, and allow search engine algorithms choose between them. Choose this method to provide natural sounding choice for your site, such as “Google”rather than “Google, Inc.”
Sitelinks Search box—It allows users to search your site directly from Search results. Search users sometimes use navigational queries, typing in the brand name or URL of a known site or app, only to do a more detailed search once they reach their destination. For example, users searching for burger pins on Pinterest would type Pinterest or pinterest.com into Google Search either from the Google app or from their web browser then load the site or Android app, and finally search for a burger.
With Sitelinks search box, it allows users to search burger right in the search result to open the content in the Pinterest site, or in the app if they have it installed.
Knowledge Graph Cards
For a better search result, Google introduced a special feature called Knowledge Graph cards. It helps Google’s in organizing data about billions of objects: people, places, and institutions in the real world.
A Knowledge Graph card appears for an object when there is sufficient information about the related searches to benefit the search users.
It provides core information and relevant photos for a person or institution. Along with these information a Knowledge Graph card can also contain website details, logo, contact no, address or social profile links.
Depending on the keyword like an artist it can also contain other elements, like event listing and songs.
Google’s algorithms collect information about official objects and websites from many data sources. The information in the Knowledge graph is authorized to the official site for an object.
Ownership of the site is first established through Google Webmaster, and then Google uses its algorithms to verify the objects or website as an authentic symbol of that object.
How Does Google recognizes authoritative information
Authoritative Information for Knowledge Graph cards is identified by a number of ways:
Google My Business — Information like name, address, phone number and other related information are authoritative information for your business. These are the information which you provide during the sign-up process on Google My Business.
Known sites— It is an official website for an object which is shown in Knowledge Graph cards. If you add markup to a known site, that information is treated as authoritative. These information are used for Knowledge Graph cards if it is not already read by the Google that you filled during Google My Business sign-up process. This includes your logo and social profile links.
Knowledge Graph feedback— Once the ownership of the site is verified, you can suggest a change to some content through feedback button which is visible for registered users.
Note: In order to see this feedback you must verify your ownership of the site or Google+ channel.
You can learn more on Knowledge Graph Card here.
Host-specific lists — It is a feature that displays card from a single site within a specific category. This schema markup applies a combination ItemList markup and individual data type markup. It helps in displaying a carousel of lists in a search result.
It is a feature that allows a user to take action on the content that appears on the search result. For example when users search for restaurant or movie they might be willing to take action on that content. Action like watching a movie clip or booking a reservation at a restaurant. If such action can be handle by your website or app, then structure data can signal Google which action you handle for which items.
How does it work?
Structured data markup that helps users to take actions are divided into two broad categories of markup:
Content markup— It provides the information about the content, starting with high-level properties and then for sub-type. For example, TV & Movies content uses common properties such as name, Date, and Generation.
Action markup— It defines action properties, starting with required action for most content. For example, WatchAction or OrderAction.
The structure data markup you provide for your pages helps Google algorithm to better understand what kind of information your page gives to your users.
This information helps Google algorithm to decide which properties to display in a visually compelling way. For example rating for the recipe content or product review, to structured layouts for events.
These experience are also shown on a user device making it easier for your user to take action on your content.
There are two categories of your structured data markup which can make your content eligible for rich results.
- Content items, such as articles or recipes
- Lists of items, such as recipes and events
Rich cards are the primary unit for search results. It appears as single element or list of elements in the organic result for Google search. It is more engaging because it provides more structure and a visual preview of the things you describe with your markup. For example, an event card shows a star rating, date of the event -all the properties that are compelling to a user.
Now I want to turn it over to you:
Are you going to add a Rich snippet to your site?
or maybe you want to skip.
Either way, let me know by leaving a comment below right now.