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How to get RICH Snippets featured using Structured Data

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Google Featured/Rich Snippets are search results with an emphasized layout format that provides users concise and direct answers to their questions.

Featured snippets appear above the number one result position on the search result page, also known as the “Zero Position”, thus gaining a privileged spot among all searches.

In fact, “what’s different with a featured snippet is that it is enhanced to draw user attention on the results page”, says Google.

This type of search result includes a precise answer, the source link, page title, and URL.

How can you get it and have YOUR website featured?
Check out this presentation to understand more about it.

Published in: Marketing
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How to get RICH Snippets featured using Structured Data

  1. 1. How to get RICH Snippets featured USING STRUCTURED DATA
  2. 2. Quick Overview ● What is Structured Data ● Types of Structured Data ● Rich Snippets? ● Main Advantage$ ● Build & Implement Structured Data ● Extra Tips
  3. 3. Speaker Presentation ● Digital Marketing ● Affiliation ● SEO ● International Experience Grégoire Lacan CEO UniK SEO Expertise: Contact: ● Email: greg@unik-seo.com ● Mobile: +351 932 847 826 ● Skype: greg.lacan.seo ● Website: www.unik-seo.com
  4. 4. Company Presentation ● Mainstream (Tourism, Travel, Restaurant, Medical, e- Commerce, Finance, Health, etc.) ● Gaming ● Crypto ● Google Certified Agency ○ Shopping ○ Mobile ○ Search Full Service SEO Agency UniK SEO Created in 2016 based in PT & UK
  5. 5. What is Structured Data? “Structured data is code written in a specific format, that enables Search Engines to understand it, process it and use it.”
  6. 6. What is Structured Data - Visualization Schema Markup
  7. 7. How does it look? Something like that <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Organization", "url": "https://www.igblive.com/", "name": “iGB LIVE", "contactPoint": { "@type": "ContactPoint", "telephone": "+44 20 7384 8269", "contactType": "Customer service" } } </script>
  8. 8. Why adding Structured Data to your Website? TO GET RICH SNIPPETS FEATURED IN THE SERPs
  9. 9. Types of Featured Snippets ● Article / Blog Post ● Breadcrumb ● Review / Aggregated Review ● Product / Service ● Event ● Local Business / Organization ● Logo ● Q&A * ● FAQ * ● HowTo * ● Sitelink Searchbox ● Author / Person / Artist ● Course / Recipes ● TV Episodes / Movie * Recently Launched
  10. 10. Live Examples of Featured Snippets
  11. 11. Main Advantage$ ● Increase Visibility (especially on mobile) ● Increase CTR ● Improve Local SEO ● Help Build Brand Image ● Increase Trust ● Help to get featured in Voice Search (ENG) ● Indirectly increase your SEO NOT A RANKING FACTOR !
  12. 12. Build & Implement Structured Data
  13. 13. Choose the right Structured Data Depending on: ● Your Niche ● Your Website Type (e-commerce, blog, news, forum, etc.) ● Services / Products ● Other Content
  14. 14. Build Structured Data - Formats ● Microdata ● Microformats ● RDFa ● JSON-LD (preferred by Google since 2017)
  15. 15. Build Structured Data - Syntax “Schema.org is a joint effort to improve the web by creating a structured data markup schema supported by major search engines.” Schema.org
  16. 16. Build Structured Data - Coding or Marking Easy to use Doesn´t support all markups 1) Marking / Tagging
  17. 17. Build Structured Data - Coding or Marking Implement “what you want” Preview potential SERP result Technically more complicated 2) Coding
  18. 18. Build Structured Data - Help Plugins Examples: ● Schema Pro ● WP Review Pro ● Schema Ninja 3) WP Plugins Easy Implementation Frequent Updates Multiple Structure Types
  19. 19. Validating Structured Data ● Check URL ● Check Code ● Detailed info about errors
  20. 20. Validating Structured Data ● View what Google Crawled ● Detailed info about errors ● By Page
  21. 21. Validating Structured Data - Common Errors ● Missing / Additional Commas (especially the last one) ● Closing all properties “{ }” ● Missing / Required Properties ● Case Sensitive (schema.org) ● Adding false information (check Google guidelines)
  22. 22. Effect on SERP - Review Markup Aggregated Review Snippet
  23. 23. Effect on SERP - Searchbox Markup Aggregated Review Snippet
  24. 24. Implementing Structured Data - Where? ● In the <head> section ● In the <body> section ● Dinamically Injected
  25. 25. Most Common Schema (in JSON-LD) Source: Alexis Sanders (Merkle Inc.)
  26. 26. Extra Tips ● Look out for the new markup to come (BETA version)  Speakable  Top Places List  Software App ● Implement the basics ● Create Content for exisiting markup  FAQ  HowTo  Q&A ● Always validate your code ● Check URL from competition to understand what are they already doing (or not)
  27. 27. Thank you! Email: greg@unik-seo.com Mobile: +351 932 847 826 Skype: greg.lacan.seo www.unik-seo.com

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