Search Results Pages or SERPs are the pages that display search results through the use of Google Search, which is a search engine popular with internet users worldwide for many decades. Since Google was founded in its current form in 1998, the world has known a search engine that is like a repository of knowledge for modern people who want to search for anything with the internet.
From the beginning of searching for information, Google could only display the title tag (Title Tag), basic description (Descriptions), and URL link. Of course, in the current technological era, trends have changed, so now the trend of doing SEO in the E-Commerce business group is not only competing to win the number one ranking but also goes beyond competing for the “0” rank or what is called the Featured Snippets position. For this article, Relevant Audience will introduce you to each Rich Snippet format, how it is important for the E-Commerce business, and how it is displayed. Let’s follow along.
What are Rich Results and Why are They Important for E-Commerce
As mentioned earlier, the online marketing world is increasingly competitive, which directly affects brands or marketers who are doing SEO. Because just being number 1 may not be enough, but you need to make the content rank at number 0 or in the position called Featured Snippets (for those who want to know more details, you can read in this article).
The most important thing is that in order for a website to rank at number 0, it must be said that there are many factors involved because it depends on Google’s algorithm. If Google considers that the website has good content and can really answer the questions that users want, there is a chance of ranking. However, optimizing the website to increase the chances of Google’s algorithm placing the website in the Featured Snippets position is also another good technique, which is to format the content structure on the website to be ready by using Schema to help create Structured Data. Details in this section will be discussed in the next article, but let’s understand first that improving the structure by using Schema is like using a common language between the website and Google’s algorithm to better understand the content within the website.
The Structured Data that Google supports comes in various formats. For E-Commerce websites, it is necessary to adjust the structure format to be able to display additional information about products or services more, whether it is price, product status, review summary, description, etc.
7 Rich Snippets That an E-Commerce Website Must Have
- Product Snippets
This format is very popular for E-Commerce websites. It displays details of the various products that are uploaded to the website. It will have additional information such as basic product details, price range, stock status, which may be considered on a case-by-case basis, depending on the information uploaded on the website.
- Reviews Snippets
Reviews Snippets is a display format that is mostly found when searching for products related to food or secret recipes. It will give ratings divided into two formats: User Ratings (Individual Reviews) and Content Creator Ratings (Aggregate Reviews). It will show details of who gave the rating through stars and average score. However, do not use Schema that is fake reviews or spam reviews that violate Google’s Policy, as it may harm the website in the long run.
- Offer Snippets
Create irresistible offers with Offer Snippets. For E-Commerce websites that want to accelerate sales, using Schema in this format is beneficial to customers who are hesitating to help stimulate customer purchase decisions. Basically, the information that must be included in this format is the availability of the product to show that the product is in stock or waiting for pre-order. The price must be the specific price, not a Price Range. Clearly specify the currency. Also, clearly define the promotional period.
- Breadcrumb Snippets
Doing Breadcrumb Navigation on the website is like creating a table of contents for the website to allow algorithms and internet users to understand what content the website has. What part of the website are you currently in? Doing Breadcrumb Snippets is also another improvement to the website that allows Google’s algorithm to better understand the hierarchy of content.
- Organization Snippets
Increase credibility and build trust with customers more with Organization Snippets. Basically, if the brand does SEO effectively, general searches can display complete basic details of the brand. But certainly, with increasing competition, creating website content that stands out is important. By using the Organization Snippets Schema, you must specify all the details of the brand completely, such as:
- FAQ Snippets
FAQ Snippets is probably one of the Rich Results that many internet users are familiar with, where searching for information with keywords reveals a website displaying results in FAQ Snippets or frequently asked questions, making it more convenient for users by answering lingering questions and also making the website stand out even more.
- Shipping Snippets
Increase the opportunity for customers to Buy Now immediately with Shipping Snippets. This is another way to make the content on the SERPs stand out and also helps reduce customer hesitation in buying products. You can add various details to provide a better shopping experience, such as:
- Offer Shipping Detail to display information about shipping destinations
- Shipping Rate total cost
- Delivery Time waiting time for the product
Concluding Remarks
All of these are examples of Snippets. If your E-Commerce website has content suitable for doing so, we recommend starting immediately because it increases the attractiveness of the website and also increases the chances of the website ranking at number 0 or Featured Snippets. Surely, there will only be good results in the long run for the website.
However, this Rich Result is designed to facilitate internet users primarily, so please be aware that good content should be concise, short, and to the point for the best SEO efficiency.
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Relevant Audience is a company providing services related to Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target groups who are looking for products or services at the right time, place, and device through various online channels. Our services cover both Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and is also part of the Google Partners program.
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