Rich snippets
Rich snippets are an important part of CTR optimization as they provide more visibility in search results and increase the chance of clicks. But what exactly are rich snippets - and how can you implement them in your SEO strategy? Find out here.
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What are rich snippets?
Rich snippets - or selected snippets - are basically supplementary information in search results. In other words, they provide more than standard meta tags such as URL, title tag and meta descriptions.
Rich snippets can be anything from product reviews, prices and inventory to FAQs and tables of contents.
Rich snippets should not be confused with featured snippets.
Here you see 2 examples of rich snippets (the red markings):
Common to the many types of rich snippets is that they give users extra info about a given landing page already on the results page. In addition, they make your search results stand out from the rest. And this results in the following equation:
Extra info for users + eye-catching = more clicks.
In this way, rich snippets are an essential part of your CTR optimization (also known as click-through rate optimization).
Although rich snippets are not a direct ranking factor and as such do not influence your SEO, any self-respecting SEO consultant will strive to get rich snippets on their search results. Because while the essence of SEO is to achieve visibility in the top search results, a search result that doesn't attract clicks - and thus traffic to a website - is like a billboard that passers-by ignore.
Who can use rich snippets?
Anyone with a website and a little bit of technical understanding (or an SEO agency or consultant) can do it.
However, it often makes sense to choose the type of rich snippet based on yourself as the sender and thus your target audience. For example, it makes sense for a webshop to have product reviews and prices in its search results, whereas it makes sense for an information-heavy site to have examples and tables of contents in their rich snippets.
How do you implement rich snippets?
The short answer is structured data, which is essentially scripts in your source code that help Google better understand the context of your search results. Google then translates the structured data into visual snippets to push them out in search results.
However, structured data does not guarantee a rich snippet - ultimately it's up to Google to decide whether your snippet will be shown. In addition, it's important to follow Google's guidelines for using structured data if you want to get your hands on those coveted rich snippets.
If you're not a code breaker, don't worry. There are a variety of tools that can help you generate error-free structured data. In my post on SEO tools, I mention the Schema Markup Generator, which you can simply feed with input that is then translated into scripts that Google can read.
If you use Google Chrome, you can also download the Schema Builder for Structured Data Chrome extension, which, in addition to helping you generate structured data, can also read if you have existing structured data set up on your page.
Når du har genereret dit script, kan du med fordel teste det i Googles testværktøj for at identificere eventuelle fejl. Derefter kan du implementere dit script på din hjemmeside – enten via Google Tag Manager, via et plugin på din hjemmeside eller direkte i din kildekode eller page builder. Så længe scriptet ender i <head>-sektionen af din hjemmeside, er du godt på vej til flere klik på dine søgeresultater.
Have fun implementing rich snippets on your website. If you are still unsure about how, don't hesitate to contact Amplify.
Frequently asked questions about selected excerpts
What are rich reviews?
Rich snippets - or selected snippets - are additional information in search results. They provide more visibility in search results and increase the chance of clicks.
How do you implement rich snippets?
This is done through structured data - scripts in your source code that help Google better understand the context of your search results.
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