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Increasing Search Result Clickthroughs with Rich Snippets
 

Increasing Search Result Clickthroughs with Rich Snippets

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In recent years, search engines have become more user-friendly by including smarter, context-sensitive results, such as local search and Google's new Knowledge Graph. While these changes are great ...

In recent years, search engines have become more user-friendly by including smarter, context-sensitive results, such as local search and Google's new Knowledge Graph. While these changes are great for searchers, they often make it hard for even top-ranked search results to grab a user's attention. Rich Snippets are one way to make your website's search results more eye-catching and boost your click-through rates and conversions.

"Rich Snippets” refer to extra information which enhances a search result, telling you more about the website’s content before clicking on it. The most common form of snippet is the 5-star rating, but there are many others that can augment results for blog posts, products, apps and more.

In this presentation, Wayne Eaker of Zengenuity will describe what Rich Snippets are, explain what types of search results can be improved with them, and give a non-technical overview of how you configure your website to support them. He will show some real world examples, and demonstrate tools for creating and testing your own Rich Snippets code.

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    Increasing Search Result Clickthroughs with Rich Snippets Increasing Search Result Clickthroughs with Rich Snippets Presentation Transcript

    • Increasing Search ResultClickthroughs with Rich SnippetsWayne Eaker, Zengenuity @wayneeakerNovember 28, 2012 @ LA2M
    • CLICK THROUGH RATE BY SEARCH RESULT POSITION1: 36.4%2: 12.5%3: 9.5%4: 7.9%5: 6.1%6: 4.1%Source: http://www.seomoz.org/ugc/how-to-get-more-clicks-with-low-rankingsTRADITIONAL SEO/SERP
    • RICH SNIPPETS
    • RICH SNIPPETS
    • RICH SNIPPETS
    • WHY DOES GOOGLE USE RICH SNIPPETS?1. Provide quick answers to simple questions without leaving searchpage.2. Improves searcher’s ability to find the “right” page.3. Searcher’s have better idea what to expect on the destination pagebefore they click.RICH SNIPPETS
    • HOW DOES GOOGLE GENERATE RICH SNIPPETS?RICH SNIPPETS
    • HOW DOES GOOGLE GENERATE RICH SNIPPETS?Depends on who you are:RICH SNIPPETS
    • HOW DOES GOOGLE GENERATE RICH SNIPPETS?Depends on who you are:For “Big Sites” (Yelp, YouTube, Wikipedia, Amazon): Google writes custom code to extract relevant informationRICH SNIPPETS
    • HOW DOES GOOGLE GENERATE RICH SNIPPETS?Depends on who you are:For “Big Sites” (Yelp, YouTube, Wikipedia, Amazon): Google writes custom code to extract relevant informationFor Everyone Else: Google looks for special machine-readable codes your HTML ...MaybeRICH SNIPPETS
    • WHAT ABOUT OTHER SEARCH ENGINES?Other search engines are not currently displaying rich snippets fromwebsite-coded microdata.However, Microsoft is a partner in the format specification, so it’spossible it may be implemented in Bing at some point.RICH SNIPPETS
    • WHAT TYPE OF MARKUP DOES GOOGLE UNDERSTAND?1. Microdata: http://dev.w3.org/html5/md/ • WC3 Proposal • “HTML5”2. RDFa: http://en.wikipedia.org/wiki/RDFa • More complex, more complete • Extensible3. Microformats: http://microformats.org/ • Collection of domain-specific formats • hCard, hCalendar, hRecipe, hReviewDATA FORMATS
    • <div> <div>L’Amourita Pizza</div> <div>Reviewed by Ulysses Grant on Jan 6.</div> <div>Delicious, tasty pizza on Eastlake!</div><div>LAmourita serves up traditional wood-firedNeapolitan-style pizza, brought to your table promptlyand without fuss. An ideal neighborhood pizza joint.</div> <div>Rating: 4.5</div></div>EVENT EXAMPLE - WITHOUT MICRODATA
    • <div> <div itemscope itemtype="http://data-vocabulary.org/Review"> <span itemprop="itemreviewed">L’Amourita Pizza</span> Reviewed by <span itemprop="reviewer">Ulysses Grant</span> on <time itemprop="dtreviewed" datetime="2009-01-06">Jan 6</time>. <span itemprop="summary">Delicious, tasty pizza in Eastlake!</span> <span itemprop="description">LAmourita serves up traditionalwood-fired Neapolitan-style pizza, brought to your table promptlyand without fuss. An ideal neighborhood pizza joint.</span> Rating: <span itemprop="rating">4.5</span> </div></div>EVENT EXAMPLE - WITH MICRODATA
    • LOCATION - GOOGLE PLACES: http://www.google.com/places/
    • VERIFIED AUTHOR LINK
    • VERIFIED AUTHOR LINK
    • HOW DO YOU SETUP VERIFIED AUTHOR LINK?Basically:1. Set up a Google Plus account.2. Link your blog to the Google Plus profile, with rel=“author” links.3. Link your Google Plus profile to the blog.Specifically:1. Follow directions here:https://plus.google.com/authorshipVERIFIED AUTHOR LINK
    • BREADCRUMBS
    • HOW DO YOU SETUP BREADCRUMBS?Make sure your website urls have consistent hierarchical patterns. Forexample:http://zengenuity.comhttp://zengenuity.com/bloghttp://zengenuity.com/blog/201211http://zengenuity.com/blog/201211/week-drupal-november-2-2012BREADCRUMBS
    • REVIEWS / RATINGS
    • EVENTS
    • EVENTS - AGGREGATE
    • EVENTS - AGGREGATE
    • PERSON
    • PERSON
    • PRODUCT
    • APP OR SOFTWARE
    • APP OR SOFTWARE
    • MUSIC
    • RECIPES
    • DO RICH SNIPPETS WORK?Hard to find scientific studies of effectivenessAnecdotally: Verified Author Links: 30% Increase in CTR: http://selnd.com/U153cP 484% Increase in CTR: http://bit.ly/WtDDyh Recipes: 150% Increase in CTR: http://bit.ly/Tj9NvxRICH SNIPPETS - EFFECTIVENESS
    • DESKTOP / LAPTOP RICH SNIPPETS
    • DESKTOP / LAPTOP RICH SNIPPETS
    • MOBILE RICH SNIPPETS
    • HOW DO YOU GET RICH SNIPPETS FOR YOUR SITE?In simple terms: 1. Put the correct code on your website. 2. Verify the code using Google’s Rich Snippet Testing Tool. 3. Make sure Google is indexing your site pages using Google Webmaster Tools. 4. Wait. 5. Wait some more. (2 - 8 weeks) 6. Check manually in search engine, or with Google Webmaster Tools or Google Analytics. 7. PROFIT!RICH SNIPPETS - HOW TO ENABLE
    • GOOGLE WEBMASTER TOOLS - STRUCTURED DATA
    • GOOGLE WEBMASTER TOOLS - STRUCTURED DATA
    • GOOGLE WEBMASTER TOOLS - AUTHOR STATS
    • RICH SNIPPET TESTING TOOL http://www.google.com/webmasters/tools/richsnippets
    • RICH SNIPPET TESTING TOOL http://www.google.com/webmasters/tools/richsnippets
    • HOW DO YOU LEARN THE SYNTAX?Best Place: Google’s page on Rich Snippets:http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170Has examples for every snippet type I showed, in all three markupformats. Easy to understand.Other Resources:Microdata: http://schema.org/Microformats: http://microformats.org/TOOLS AND RESOURCES
    • HOW DO YOU GET RICH SNIPPETS FOR YOUR SITE?Wordpress: http://wordpress.org/extend/plugins/tags/rich-snippets Plugins for Reviews, Recipes, Events, Author (AuthorSure)Drupal: Has RDFa support built into Drupal 7 Microdata Module: http://drupal.org/project/microdata Schema.org Module: http://drupal.org/project/schemaorg Fivestar Module (for Ratings): http://drupal.org/project/fivestarTOOLS AND RESOURCES
    • What Now?
    • QUICK WINSIf you have a local business: Make sure you have a Google Places profile set up.If you have a blog: Set up Verified Author Links immediately. (only 12% of tech bloggers have done this as of August 2012.) *Google Webmaster Tools: Register your site with Webmaster Tools so you can track progress.* Source: http://www.conductor.com/blog/2012/08/how-9-out-of-10-tech-sites-could-improve-their-search-listings-with-one-simple-fix/RICH SNIPPETS
    • NEXT STEPSIf you have reviews / ratings on your site: Set up the review format on your site.If you have events on your site: Set up the event format on your site.If you have recipes on your site: Set up recipe format on your site. Consider adding star-ratings if you don’t already have them. Make sure you have photos. (and the photos are properly coded to the recipe format)RICH SNIPPETS
    • BEYOND THATBreadcrumbs: Make sure your URLs follow a natural hierarchical pattern, and there aren’t 404s at some levels of the hierarchy.Depending your site content: Consider implementing the other formats. Google is less likely to display them, but it can’t hurt.RICH SNIPPETS
    • Questions?Wayne Eakerhttp://wayneeaker.com/rich-snippetswayne@zengenuity.com@wayneeaker