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5 Important Ways to Improve Your SERP Appearance

Enhancing your Search Engine Results Page (SERP) listing is a great way to maximize your visibility to potential customers and consumers during their search query. I’ll discuss a few simple ways, using programmed "schema data," to improve your SERP appearance.

If you’ve clicked on this article, you’re probably familiar with SERP. But just in case, here’s a little overview: Beyond the page title and short description, SERPs can contain images, reviews, ratings and other useful snippets of information. If your SERP is relevant and robust, better conversions will naturally follow.

Ever Googled a recipe and found more than just the average search results page? These are add-ons from programmed “schema data” on each web page.

Including a few extra snippets of code will make your website or product jump out above the others.

Aside from reviews and photos, there is a long list of additional information you can provide (through schema data) directly to search engines that will help provide useful information right on the SERP.

Here’s an example: Apple’s search results provide plenty of information about the company without needing to click through to the site.

Search engines love schema data because it helps them organize an astronomical amount of data. Additionally, providing more information up front makes it friendly and more efficient for the user. Unfortunately, there are still many websites and applications out there that do not implement schema data or see its benefit.

Let’s look at the top five types of schema data that should be included in every website.

#1 RATINGS/REVIEWS & PRODUCT SPECS

Incorporating data about the ratings and reviews on a product page will inform search engines with information they can include in the SERP. For example, we implemented a ratings and reviews system on the Lennox.com website, and it’s easy to see the impact. Despite being one slot lower than the competitor, Lennox Air Conditioners pops and is more visible in a large list of search results:

Searching for “Lennox air conditioners” returns a list of specific models, each with a rating and the number of reviews. Additionally, you can see information such as the SEER rating, Energy Star certification and a price guide rating:

#2 ORGANIZATION MARKUP

As in the Apple example above, schema data provides quick information about the organization itself. Easiest to note is the logo, shining big and bright next to all the textual information. You can also quickly see the headquarters location, founded date, and subsidiaries. You can also see some Wikipedia information and social media links as a result of schema data:

This is also the place where additional names, or aliases, for an organization are input and cataloged. For example, at Power, we simply refer to ourselves as “Power.” However, this single word is terrible for SEO and would be extremely expensive as a domain name. Therefore, we have included the alias “Power Agency” to make it easier to be found via a search engine. Also, it matches our domain name for an added SEO bonus.

#3 SITE NAVIGATION

It may seem silly to include site navigation in the schema information since it would almost always be readily available by clicking through to the site, right? Not really, because when schema data is provided, users are able to quickly jump to a specific page right from the SERP. It also gives a quick overview of the main pages of the site.

#4 VIDEO AND MEDIA

Nothing makes listings pop on a SERP quite like images and video. If videos on a site include schema data, they’re often visible as thumbnails on the search page.

If the video is related to a product or service a specific website offers, the user is more likely to view it from the manufacturer or distributor, who would be seen as the authority and a reliable source:

#5 FAQs

What happens when a consumer is having difficulty with a product? The tech-friendly generation is likely to Google for help before calling support services or submitting an online form. Schema data about questions and answers helps the user find a quick answer to the problem.

Google tries to identify if the user is searching a question or looking for an answer, and tailors the results to help. For example, StackOverflow is a common resource for programmers, and the SERP includes links along with the number of responses right there on the page:

Of course, there is a small difficulty when it comes to implementing schema data: ultimately, it’s up to the search engine to decide what information to display. They do try to tailor the SERP to what/how the user is searching. Sometimes schema data won’t be relevant to that search. However, there is no reason not to include schema data to help index and categorize a website and help users quickly find what they need.

If you’re looking for guidance to improve your site’s SEO and/or PPC campaigns (or need help with anything else), contact us at the footer of this page! We’ve been helping clients maximize their digital properties since the dawn of the Internet.

NOTES

https://moz.com/blog/a-visual-guide-to-rich-snippets

https://unamo.com/blog/seo/beginners-guide-rich-snippets

https://blog.ezoic.com/4-structured-data-markup-examples-can-win-traffic/

THANK YOU

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