What is Rich Snippets? Types and Usage Methods
Google and other commonly used search engines make improvements to optimize the user-site relationship in the search engine environment. Thanks to these improvements, both user experience increases and quality websites get the opportunity to stand out.
Google and other commonly used search engines make improvements to optimize the user-site relationship in the search engine environment. Thanks to these improvements, both user experience increases and quality websites get the opportunity to stand out. With some features offered by search engines, you can make your e-commerce site more attractive and reach more potential customers. One of the ways you can follow this issue is to make use of rich snippets.
What is Rich Snippets?
Rich snippets (rich data) is an application that attracts more attention in the SERP than classic search results and gives the user more information about the site. By reading the structured data defined by the website developers, Google displays the information obtained from these encodings in the search results to the user as rich snippets.
A classic search result is shown as "URL - Title - Description". If one of the sites in the results has data related to the searched keyword, that data will also appear under this classic scheme. For example, a user searching for a product can see details such as price, color and model related to the product without entering the site.
Likewise, users looking for a recipe see information such as preparation time and calories, users searching for a particular song release date and author of the relevant song, and users doing research about an institution, such as logo, establishment date, address, as rich data. There are over 100 types of rich snippets available like these.
What Are the Benefits of Using Rich Snippets?
Having a website with rich and useful content does not always mean being at the forefront. Because first of all, it is necessary to inform the search engine of these contents. Rich snippets display is provided if your e-commerce site is both search engine and user-friendly. In this direction, rich data provides users with faster and easier access to information and provides different benefits to your e-commerce site.
Get More Space in Search Results
To get more space in search results, you may want to invest in search engine ads. But if you can't allocate an advertising budget for this, you can have the same effect with rich data. Sites with rich snippets occupy a larger place in search results because they can show more information than classic results. If you support your e-commerce site with structured data and ensure that it has rich snippets, your site will be more visible by taking up more space in search results and you can be more advantageous against your competitors.
Attract Users' Attention
A site with rich snippets is bound to be more noticeable. Users pay more attention to results that look different, give more information, and contain more detail. By making a difference in the SERP using this method, you can attract more users and increase the likelihood that users start shopping on your e-commerce site.
Increase Your CTR
In order to increase the CTR of your e-commerce site, that is, the click-through rate, it should take up more space in the search results and attract the attention of users. It is considered one of the most beneficial methods of increasing CTR, as rich data can benefit both of these issues. The click-through rate of a site with information and view that encourages the user to click always reaches the ideal level.
What Are The Types Of Rich Snippets That E-Commerce Websites May Prefer?
Google has developed different types of rich data that can be used to suit every site type and industry. At this point, when some formats that are useful for e-commerce sites are used, the probability of being featured as rich snippets increases and this affects sales. For rich snippets, you can use Schema.org in the data configuration process and verify the code you have prepared with the Rich Results Test.
The product scheme, which we can also refer to as a kind of digital marketing tool for e-commerce sites, is a type of rich snippets used with "Product" marking. With this scheme, detailed information about the products is shown in the search results, including the images tab.
Within the scheme, details such as price, stock status and comment score about the products are shown on the search result page, and the image of the product with the "Product" badge on the visuals tab. The product diagram can be designed specifically for a single product page or as a collector page containing information from different vendors selling the product in question.
Comment and Review Snippet
The comment and review snippet allows users to gain insight into product quality and performance. After purchasing the product, it is created in line with the information provided by the users who state their reviews in the comments section on the site and indicated with yellow-gray stars. Next to the stars, a score between 1 and 5 and the total number of votes are also shown. With this snippet, you can increase the sales potential of your products.
One of the types of rich snippets that provides the most benefit to e-commerce sites for searches on specific products is the format that includes product features. With this type of rich data, the user can read the technical specifications of the product directly on the results page. For example, when a mobile phone model is searched, the features such as screen size, camera resolution, storage capacity of the product are shown as rich snippet under the result. In this way, the user knows in advance which e-commerce site the product he is looking for and enters the site that is useful for him.
What is Structured Data? What is his relationship with Rich Snippets?
Structured data is the coded form of the information on the site in a way that can be more easily perceived by the search engine. When these codes are added to the site by the site owner or a developer, the updated data on the site is transmitted to the search engine.
There is a close relationship between rich snippets and structured data. Because the search engine only accepts structured data as rich data. For example, if features in a product description are not marked as structured data, they will not be displayed as rich snippets in search results.