Featured snippets are a collection of codes used by the search engines to gain a deeper understanding of the content on your site and they help to increase the CTR.

1. Featured Snippets-A Privilege, not a Right!
Snippets Dominate More Search Clicks

2. Context:
1. What are Rich Snippets/Schema.org Markup
2. Content Types
3. The Three Primary Elements
4. Google’s Response
5. Overview

3. 1. What are Rich Snippets/Schema.org Markup
• Rich Snippet are Structured Data Markup that Site Operators can add to their
existing HTML.
• These allow Search Engines to better understand what information is contained
on each web page.
• Normally, on SERPs, Google and other Search Engines show your site’s title, meta
description and URL, but when Rich Snippets are employed the SEs are now able
to display more information about the result.
• Featured Snippets usually appear above the number #1 organic result, commonly
referred to as “Position 0.”

4. 2. Content Types:
• Microdata is a part of HTML standard
and is used to nest metadata within
existing content on web pages.
• Microformats are standards used to
embed semantic and structured data in
HTML.
• RDFa is an extension to HTML that
helps you markup things like People,
Places, Products, Events, Recipes and
Reviews, Music and Video content.
Three specifications currently recognized by
Search Engines:
Microdata
Microformats
RDFa

5. 3. The Three Primary Elements:
It is not necessary to add structured data markup to every single
content property but having more content marked up does help Search
Engines to present better results.
Structured Data Markup gives three primary elements:
• Itemscope – specifies that the HTML contained in the <div> block is
about a particular item,
• Itemtype – indicates exactly what kind of item it is,
• Itemprop – is the specific property, such as name, URL, etc.

6. 4. Google’s Response:
How google responds to the introduction
of structured data markup on site:
• Google starts analyzing the new markup only
after 10 to 14 days after it’s introduction to the
website.
• If everything is correct, Google will start
showing rich snippets for some pages but after
5 days these will disappear.
• Several days later some rich snippets will
reappear – either for same pages or for a new
set. This may be repeated a number of times.
• Only after 8 weeks you will be rewarded with
semi permanent rich snippets throughout your
site unless any errors are discovered.

7. 5. Overview:
• Rich Snippets are a privilege not a right because even if you start using them on your
site, search engines will not display them immediately.
• Smart implementation of Schema.org will ensure best end results for your website.
• A number of snippets observations suggest that after implementation it’s better to
wait roughly for two months for better results to show up.
• Patience and a ethical approach towards the structured data markup plan will help
with short term wins which will result in long term gains.
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