Google returns additional fields in the snippet. Rich snippets in Google: step-by-step instructions

Hello. Today I will show you another way to increase the number of transitions to your site, but from the Google search engine. Last time the topic of creation was touched upon, and today everyone’s favorite Uncle Google is up next.

So I click twice as often on sites that display the webmaster’s avatar in Google results, have a star rating or quick links, as well as many other bells and whistles that advanced search engine markup allows.

Before reading this article, do not be lazy to return to the “” post and read this material, where I told you the basics of correctly drafting descriptions for projects, thanks to which you can increase the number of clicks on the site in the TOP search results.

What does a snippet look like on Google?

I think it’s no secret to you that search engines themselves generate snippets for sites, and if the webmaster does nothing, the site’s snippet will be presented in the form of micro markup, that is, in a form familiar to everyone.

As you can see, Google has slightly simplified the display of sites in search results, when compared with Yandex, limiting itself only to:

Agree that this display of the site looks somehow dull and faded. Here it is very difficult to somehow influence the increase in click-through rate on the site, unless you come up with a catchy title and description of the page, while not forgetting about the relevance of the searched query.

Extended markup can contain the following data:

As you can see in the screenshots, the expanded display of pages has a number of useful features. Allows you to better understand what is on the pages of the site without going to it.

It makes it easier for users to find information, and thanks to graphics, sites become more noticeable compared to others, which increases the number of clicks on them.

How to expand the description of sites in Google of all topics

Before we go into all the bad stuff, I want you to understand this: the rich snippet is rendered based on a structured data markup scheme.

Simply put, in order for the search engine to understand what it needs to display on your page in its results, you must first mark up your page using a certain list of commands, using the following formats: microform, microdata or RDFa.

In order to somehow simplify this matter for search engines Google, Bing, Yandex and Yahoo agreed among themselves on a single format that works in Schema.org, using a microdata schema.

Schema.org- this is a site that contains all the HTML tags intended for marking up website pages in ways that are recognized by the largest search engines.

To be honest, even for me it’s still a bit difficult to figure out how to correctly mark up data on a page. For a month now I have been trying to display the star rating for each entry in Google search.

However, so far the most powerful search engine does not want to pick them up from my pages, although it shows that everything is marked up correctly.

All you have to do is wait, I’ll write about the results, so don’t miss new articles, it will be interesting.

The snippet may include information about upcoming events, times and locations, which will allow visitors to better navigate the search results and go to such sites.

How to make such markup in the body of the page, read from manuals Google.

This markup is best displayed for companies and organizations (hotels, inns, restaurants or entertainment centers). For a specific organization, you can specify various properties: telephone, address, name, etc.

Read more about how to expand the snippet for such data from manuals Google.

If you can evaluate each article, for example, using a star rating, and if you mark this rating using the proposed methods from Google, then you will see the following picture in the results.

I believe that sites with stars receive the most clicks; they already very much attract the visitor’s attention, distinguishing the site from others. How to add such stars to a snippet we read from manuals Google.

If you are the owner of a culinary website, then expanding the snippet using the “Recipes” method will be very useful. If I want to find a recipe for a dish I need, then I mostly click only on sites with a picture of that very dish.

If you also want to show such pictures to visitors in search results, then read management Google.

Navigation elements include additional links to other pages of the site or in other words - quick links.

Find out how to create such navigation from manuals from Google.

Finally, we come to the most common format of an extended snippet, which allows you to learn more about the owner of the site.

In addition to the proposed method of marking up a page using structured data from manuals from Google, most webmasters, including myself, follow a path that is more understandable to us.

All you need to do is link your profile from Google+ with the content of the page, and as a result, your photo will appear in the results. I talked in more detail about how to confirm authorship in the article “”.

If the site pages contain information about songs, then Google can display links to these songs in the snippet. It is very convenient to go to the music you are looking for.

How to implement this on your website, read from manuals Google.

If you are the owner of an online store, then you have a great opportunity to increase product sales. To do this, you need to tell Google which product parameters (price, availability, reviews, etc.) to display in the extended page descriptions.

How to properly set up a snippet for products, read from manuals Google.

If you have video materials on your pages, you can configure the markup in Google so that it displays it in its results. Very relevant for sites that have predominantly video content: films, TV series, videos, etc.

How to set up an extended snippet, read from manuals Google.

I am sure that many do not understand at all what and how to do with these microdata, microformats and RDFa. If it is very difficult, then you can turn to programmers or try to figure it out further on your own, fortunately there is enough information on the Internet.

In any case, to make sure that you did everything correctly, you can check how the structured data of the page is displayed in the Google Webmaster panel this link.

Benefits of a rich snippet

First . Improves visitor trust in the site. This happens mainly due to the fact that a photo of the author is displayed next to the site description. Most often, people click on sites they recognize.

Second. Hint for PS. By marking up the page, the webmaster helps the search engine better recognize what is displayed on the pages of its site.

Third . Large amount of information. In order for a visitor to learn more about the page, thanks to the rich snippet, he does not have to visit it, since it contains all the factors that interest him.

Fourth. Behavioral factors improve. If there is a high click-through rate of a site in the search results, that is, the ratio of clicks on a site link to the number of its impressions, the greater the likelihood that the search engine will rank such a page higher than others.

In conclusion of the article, I would like to remind you once again that all the steps described above will not give you a 100% guarantee that the Google snippet will be displayed the way you want.

Remember that you are only helping him create a snippet, but how he will form it depends only on him. Bye everyone!

Of course, if your site is on the first page of a search engine for some query, that’s good. You need to strive for this, this will be a decisive factor in the popularity of your project, and your profit will depend on it (if the project is commercial). But, it should be noted that traffic to the first position in the search and to the 10th position are different things. There are many statistical studies that give approximate percentages of traffic distribution by position. You can find the exact data somewhere else. One thing is clear: the further from the first position, the less traffic. The tenth position in Google can potentially give approximately 10% of all visitors who typed this query. And this despite the fact that it is more clickable than the 9th (because it is the bottom one).

A little theory

The logical conclusion of any search request made by a person should be a transition to a site where there is exactly what the person was looking for. After finding such a site, a person experiences moral satisfaction and stops searching. Therefore, if on the first page of search results above your site there are many high-quality and professionally made projects, then you should only hope for a miracle. There is only one way out - to make a high-quality website. But, there is still one point that can give a little advantage - you need to force the human eye to focus specifically on the description of your site in the search results. I will not touch on the topic of creating informative snippets so that they hint that the site contains exactly what you need. This is all clear. Let's imagine that all 10 sites from the search results have high-quality informative snippets. What can be done in this case to attract more attention?

How to increase the CTR of a website in Google search results?

There is an exit. To increase the click-through rate of a snippet (CTR - clickthrough rate), you need to somehow visually distinguish your site from the rest in Google search results. A person will always pay attention to differences in the overall homogeneous mass. The text of site descriptions (snippet) is a mass, a mass of text. If you don’t focus on some individual words, but look, as it were, through the text, behind it, then nothing special catches your eye. To make the snippet text catch your eye, you need to make either clumps of pixels in some part, or make empty space, or make vertical combs (several identical lines of text one below the other).

Why snippets for Google, you ask? It is the most predictable in terms of displaying snippets. Only Google will display what I tell it. In fact, any website owner should be able to choose how his description will look in the search results, and not how Yandex wants.

How does Google create a site snippet? Participating in the formation of the site description in the search results are: tag