Since Google launched the rich snippets feature in 2009, it has become the go-to digital marketing trend for small and large businesses alike. Google rich snippets help to improve user engagement with organic search results. They help you to gather viewer attention with additional information about your business and stand apart from the crowd.
Before we understand how to structure Google rich snippets local business content, let us first discuss what are rich snippets?
What are Rich Snippets?
Rich snippets is a structured data markup that is embedded on a webpage using HTML. It tells the search bots about the specific type of content that can be found on a web page. Viewers will get to see more information about the web page directly in the search results. Rich snippets are a type of rich results, apart from featured snippets, carousels, and rich cards.
In the above image, when I searched for a pasta recipe, you can see the above results. The results which show additional information such as the star rating for the recipe, time taken to make the recipe, total calories, etc. are known as rich snippets. We can clearly see rich snippets or rich results provide more information about the recipe when compared to the normal snippet.
Why Are Rich Snippets Important For SEO?
Rich snippets attract more viewers to your webpage because they provide extra information on the search results, which motivates the viewers to click on the result. They affect your search engine rankings in the long run as they increase the click-through rate of your search results. The more the click-through rate, the higher your SERPs rankings as Google will recognize that more people prefer your webpage to others.
How To Get Google Rich Snippets For Your Website?
Most small businesses ignore rich snippets as they are complex to implement when compared to regular on-page SEO. However, considering the role they play in increasing the click-through rate and SERPs rankings, it is time to incorporate rich snippets on your webpages. Here are some ways to incorporate rich snippets.
- Choose the right type of rich snippets for your webpage
- Use Structured Data To Help Google Understand Your Content
- Test Your Rich Snippets With The Structured Data Test Tool
- Wait For Your Rich Snippets to Appear on Google SERPs
Choose The Type of Rich Snippets
Before you start installing rich snippets on your web page, the first step is to determine the type of rich snippets, you want to target. There are many types of rich snippets but some of them are applicable only to specific websites.
Here are some of the common Google rich snippets local business can target
You can display star ratings for your products/services. The star reviews are out of 5. They can be from individual users or an aggregate review from different users.
Recipes require specially structured data that includes details such as the prep time, calorie count, images, and reviews.
3. People Snippet:
People snippets provide information about people, their designation, location, images, etc.
These snippets give google information about music albums, their release dates, reviews, etc.
5. Product Markup Snippets:
They provide search engines information about the price of the product, reviews, availability of the product, images of the product, etc.
6. Organization Snippets:
They help Google to understand specific details about an organization. They provide details such as the logo, contact information, and other details.
7. Top Stories Markup:
These snippets are only applicable to websites approved by Google news. They allow your website to appear on the Top Stories section on Google Serps.
8. Video Markup:
Video markup allows search engine bots to understand the video content on your web page. You can appear in the videos section of the Google SERPs by installing video markups.
9. Events Markup:
These google rich snippets provide information about the location, date, and time of events.
10. E-commerce Snippets:
E-commerce snippets help viewers to get complete information about the product they are searching for.
There are many other types of rich snippets, you can choose from. Once you determine the types of rich snippets that suit the content on your web page, proceed to the next step of installing Google rich snippets.
Use Structured Data To Help Google Understand Your Content
Structured data helps to lay down your content in a way that is easy for Google and other search engines to understand. It converts content into a machine-readable form and makes it easy for search engines to crawl through your web page and follow the content. There are different tools such as Google structured data markup, Schema markup, etc. that help to create structured data for your content.
Adding structured content to your website using these tools is simple. All you have to do is to choose the type of markup and follow the guidelines on the tool to create structured content.
You can also create structured data without using these tools. You can use Microdata, RDFa, or JSON-LD to implement structured markup to your webpage.
Test Your Rich Snippets With The Structured Data Test Tool
The next step is to test your rich snippets using Google structured data test tool. This will help you to know whether your snippet can be read by Google and identify any gaps in creating structured data.
Wait For Your Rich Snippets to Appear on Google SERPs
Now that you have incorporated structured data on your webpage, Google does not immediately feature your rich snippets on SERPs. In fact, Google clearly mentions in the documentation that structured data does not guarantee rich snippets. However, it takes Google a couple of weeks to crawl through the data and index your pages. So wait patiently for your Google rich snippets to appear on SERPs. Your rich snippet may appear for the specific query anywhere between 2 to 12 weeks. Some rich snippets appear earlier, while some may not be featured at all.
What are the Benefits of Google Rich Snippets?
Rich snippets refine the way search engines communicate with your website. They provide the data in a machine-readable form, which makes it easy for search engines to crawl your website and choose the content to display on SERPs. Here are some benefits of Google rich snippets local business content
- Improves CTR
- Increases website traffic
- Enhances User experience
- Elevates search rankings
- Helps to build credibility
- Boosts sales
10 Tips For Google Rich Snippets Local Business Content Structuring To Increase Viewer Engagement
There are lakhs of webpages on the internet and a rich snippet helps you to stand out from the crowd and attract the viewer’s attention. Viewers are more likely to click on a search result that provides detailed information about the product/ service, they are searching for, such as consumer ratings, contact information, business hours, location, etc.
The human mind is more attracted to the images than to plain text. Adding images to the google rich snippet will help to capture the viewer’s attention and cast a positive first impression. Add captivating images of your products in order to impress the viewers and lure them to your website.
For example, in the above screenshot, there are rich snippets for ice cream recipes. Viewers are more likely to click on a snippet with an eye-catchy image, as it is the first thing that draws their attention.
People are most likely to believe what other people say about your product or service. They rely on other users’ recommendations to make decisions. Showing reviews and ratings in your rich snippets aids to increase engagement and draw viewers to your website.
For example, the above screenshot shows review rich snippets which show how many users have reviewed or rated Nivea moisturizers. Viewers are more likely to believe websites that have more user ratings.
Modern viewers prefer to engage with video content by reading long paragraphs of text. Incorporating video markup on your page may help you to feature in the video section of Google search results page and attract the viewers’ attention. Since video content is a relatively new concept, you can get the first-mover advantage to get a place in the video section of Google SERPs.
Incorporate Appropriate Markups and Schemas
When the information you show on the rich snippet does not match with the content on your website, it can increase the bounce rates. Increased bounce rate is a negative indicator for search engines, which eventually reduce your search rankings. Moreover, any difference in the content of the snippet and website may result in Google not giving you a rich snippet in spite of the markup. Hence, it is crucial to have appropriate markups and schemas on your website to make sure that the information in the rich snippet is exactly the same as that on your website.
Include Relevant Keywords in Your Content
According to statistics from Ahrefs, words such as best, cost, and definition are the most featured keywords in Google rich snippets. You have to invest some time to identify the relevant keywords that get rich snippets in your niche and include them in your content. You can also hire experienced content agencies such as Towards 90, to conduct keyword research and create content that Google rich snippets on SERPs.
For example,’ cheap flights’ is a keyword that is found in both the rich snippets for flights to Ahmedabad. If you are a travel agency aiming for rich snippets. You have to include these keywords in your content along with other relevant keywords. This increases your chances to get rich snippets on Google and grab viewers attention.
Include LocalBusiness Markup
If your business has a physical location, it is crucial to use it on your website. Businesses such as retail stores, restaurants, recreational facilities, health clinics, legal offices, repair shops, etc. should include the LocalBusiness markup on their website. You can include details such as your address, contact information, working hours, the price charged, customer reviews and ratings, and so on. Google rich snippets local business markup is a great way for local businesses to appear on Google SERPs and engage the viewers. Viewers will trust your brand when they can find information about your physical location and see the customer reviews.
Provide Partial Answer Or Part Information to Motivate Viewers to Click on Your Snippet
Rich snippets provide additional information to the viewers about a product or service. However, providing all the information in the snippet may result in losing the clicks to your website. Include partial answer or a part of the information in the rich snippet that entices viewers to click on the link and visit your website for the remaining information.
In the above screenshot, the snippet provides information about what is a rich snippet and how it helps to increase search rankings. It attracts the viewers to click on the link and read the blog to know more about Google rich snippets.
Create Content in The Format Preferred by Search Engines
Invest some time researching the rich snippets on Google and other search engines. Note the form of content already featured in rich snippets. Create content in the format that is currently ranking high, such as listicles, FAQs, slideshow, video, or blog. This will increase the chances of ranking on SERPs and attracting the viewer’s attention.
Write in a Conversational Style
Rich snippets rely on structured content. It is crucial to write content for the snippet in a conversational tone. Moreover, voice search also prefers websites with a conversational tone of writing. So make sure that not only the snippets but the overall content on your website is well-written. Consult Towards 90 for exceptional content that ranks well on search engines. We work with experienced content writers, who can create well-researched content for different niches.
For example, in the above snippets, the content directly speaks to the viewer. The tone of the content is conversational and hooks the eye of the viewer. It convinces the users to click on the link for an easy pizza recipe.
Add Appropriate Breadcrumbs To The Navigation
Google considers breadcrumbs as one of the tools that can improve your search rankings. Breadcrumb trail provides an idea about the structure of your website to search engine bots. Adding breadcrumbs to your rich snippets increases the chances of getting featured on Google SERPs. Moreover, if Google displays your breadcrumbs in the rich snippet, you can also have a positive impression on the viewers.
These ten simple steps will increase the engagement of your Google rich snippet. For more details about how to increase engagement for your Google rich snippet local business content, contact the experts at Towards 90.
Google rich snippets are an excellent way to stand out from the scores of websites on Google SERPs and engage with the viewers. Search engines rely on structured data to show your rich snippets on SERPs. There are many tools and plugins to include structured data on your website. However, it is important to shortlist the markups suitable for your content before you introduce structured data on your website. There are many types of markups such as people markup, review markup, recipe markup, product markup, etc.
There are many ways to increase engagement for Google rich snippet local business content. Creating content with specific features such as video, images, reviews, etc. will increase the viewer engagement for your rich snippets.
Though many small and local businesses shy away from installing structured data for rich snippets. There are many advantages of rich snippets, such as it increases the click-through rate, increases search rankings, and boosts sales.
Well-written content is a crucial part of introducing rich snippets on your website. Consult experts at Towards 90 for engaging content that portrays your brand in the best light. We can write exceptional content for various niches.