Improve Click-Through Rate and Visibility with Rich Snippets

Blue & Chrome Website Buttons 1Web searchers are much more likely to click on a result that includes a picture, an author’s byline, a great review, or a preview of a delicious restaurant menu. These glimpses into the website give searchers confidence that their question will be answered or their curiosity satisfied, and this results in a higher click-through rate for sites that employ rich snippets. Rich snippets give search engines more information about your site, and by extension, give searchers the information they need to make the right clicks.

Rich snippets benefit megasites and small local businesses alike. In fact, they can be a great boon to local businesses. Given the ubiquity of mobile devices, and the fact that mobile searchers are also very likely local searchers, it is important to mark up your content to make it more visible.

Google supports a variety of snippets. Let’s look at one that will help differentiate your local business, “Organisation.”  You can enter the following properties:

  • Name.
  • URL.
  • Address.
  • Telephone.
  • Location (longitude and latitude).

So, let’s say we are Sally’s Seashell Emporium. Our HTML would look like this:

<div>

Sally’s Seashell Emporium

Located at 458 Seashell Lane, London, UK.

Phone: 555-555-5555

<a href=http://sallysseashells.com.http://seashells.com</a>

</div>

 

Our microdata markup would look like this:

 

<div itemscope itemtype="http://schema.org/Organization">
   <span itemprop="name">Sally’s Seashell Emporium</span>
   Located at
   <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
      <span itemprop="streetAddress">458 Seashell Lane</span>,
      <span itemprop="addressLocality">London</span>,
      <span itemprop="addressRegion">UK</span>.
   </div>
   Phone: <span itemprop="telephone">555-555-555</span>
   <a href="http://seashell.com/"
itemprop="url">http://seashells.com</a>
</div>

 

We might also add snippets to describe our best-selling products, to introduce readers to our blogger, Sally, or to provide reviews or ratings. This information gives searchers reason to click through to our site in addition to making it more visually pleasing in the search results pages.

You can do this yourself or use a rich snippet generator (there are a variety available online). Google also provides a few tools, including the structured data markup helper (try it!) structured data testing tool (use it!).

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