Have you ever wondered why when you search for sites like Apple you get a series of grayed out data below the link? Why Apple has their ratings or price ranges at a glance and you don't?
If so, you're in luck! On the Geotelecom blog we tell you everything you need to know about Rich Snippets and structured data.
Add Rich Snippets to your website
Let's start with a question:
[totalpoll id="21371″]
Rich snippets are pieces of information that are included in the pages of a web page. search results to display more data to the user.
Its mission is to inform users of the contents of your site in order to appear more attractively in search results.
HOW DO RICH SNIPPETS AFFECT MY WEBSITE?
Rich Snippets can provide your website with a number of benefits, such as giving you a competitive advantage over your competitors, improving the click-through rate (i.e. the number of times users prefer to enter your website and not someone else's when making a query) and CRO, i.e. the likelihood that the user who enters your website will complete a conversion or goal (such as completing a purchase process).
Competitive advantage
The use of Rich Snippets is not yet widespread, so it is very likely that your competitors have not yet implemented it.
CTR improvement
The visual appeal and the fact that it occupies more space in the SERP of the search engine, converge to increase the click rate per impression or CTR, as it will be more attractive and suggestive to the user than those results that do not contain these fragments.
CRO improvement
Rich Snippets provide relevant information to the user about what he will find if he accesses the web. That is, if we stick to the environment of the ecommerceIn addition to a high CTR, providing product features (price, availability, number of stock, etc.) helps to increase the likelihood of conversion. As a general rule, the conversion rate of these ads containing Rich Snippets tends to be higher than those that do not contain them, so the more pre-click information you offer the user, the less bounce rate will be generated in the landing page, since the user knows what he/she will find and will be more responsive to the content found on the website itself.
It is a perfect way to generate quality traffic and a highly qualified target audience aligned with our content, product or service offering.
WHAT KIND OF RICH SNIPPETS CAN I USE?
There are a wide variety of Rich Snippets that you can incorporate into your website, so whatever type of website you have, you can almost certainly benefit from them.
Some of the most frequent and popular classifications of Rich Snippets are:
- Events
- Persons
- Products
- Recipes
- Software Applications
- Video
- Articles
- Services
Below we see the implementation of some of these Rich Snippets in iPhone XR search results:
[totalpoll id="21384″]
HOW CAN I ADD RICH SNIPPETS TO MY WEBSITE?
It is now clear that Rich Snippets are a competitive advantage for your website, since they allow you to display relevant data about your website and product offerings to stand out from the competition in search results: Your competitive prices, customer ratings, promotions and offers, etc.
However, for this to be displayed, you must include a series of data in the source code of your web site. This data is what is known as structured data.
No structured data, no Rich Snippets
But wait, it's not clear to me. If Rich Snippets are the information that appears in the SERP, so... what is structured data?
Structured Data: The Father of Rich Snippets
Structured data is information that is invisible to the user and visible only to search engines.
This information allows search engines not only to browse your website, but also to decipher its content. That is to say, in more technical terms, it is a standard tags or annotations that describe the content of web pages to search engines and allow for a more accurate ranking of your website.
This data describes the content of the page so that the robots understand what they are indexing and refine their search results.
It is precisely thanks to this structured data that the Google search engine recognizes the information on our website and displays it in the SERP search results.
HOW TO IMPLEMENT STRUCTURED DATA ON MY WEBSITE?
At this point you can decide if you really want to include structured data in your website and benefit from its advantages. You have two options:
1- Use modules and get rid of everything!
If your website is built on WordPress, Prestashop or Magento, you are in luck! We inform you that in these CMS you can use modules to automatically implement structured data on your website.
- Pluggin for WordPress: All in one Schema Rich Snippets
- Modules for Prestashop:
- Full MICRODATA and OPEN GRAPH integration:
- Google Rich Cards Microformats in LD+JSON
- Addon for Magento: Google Rich Snippets
2- Includes manually structured data
If you do not have a CMS that supports plugins o addons that automatically insert these code snippets, or there is some field that does not appear in the plugin In future posts we will show you the different ways to implement all the variants of structured data on your website, so if you are interested in learning all about this topic, stay tuned to the Geotelecom Blog!
EN 
MX