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10 WAYS TO USE GOOGLE RICH SNIPPETS TO ENHANCE YOUR SEARCH RESULTS

A snippet is a piece of text that appears under a particular search result and helps a searcher get a better sense of the content on that page. A rich snippet provides even greater detail about that page’s content in search results, even enabling searchers to filter results based on certain criteria. This additional detail can be key for increasing click-through rates on your search results.

HOW CAN RICH SNIPPETS BE USED?*

Rich snippets can be used to display reviews and ratings for products or businesses in search results.

BEST USED FOR: Any websites that allow people to post reviews (retail sites such as Amazon or Target, review sites such as Yelp or Urbanspoon).

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REVIEWS

Rich snippets can be used to display more details about a recipe, such as ingredients, cook time, or even calories.

BEST USED FOR: Recipe websites (such as AllRecipes or FoodNetwork.com), recipe blogs, or even retail sites with recipes (such as Cooking.com).

RECIPES

Information such as location, job title, and company can be displayed in a search result for an individual person. Rich snippets can even be used to display their nickname, photo, and social connections.

BEST USED FOR: A website belonging to an individual, or a bio page on a company website. If you write articles or blog posts, you can also use Authorship Markup together with your Google+ profile so that content is attributed to you in Google search results.

PEOPLE

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Product pages can be marked up to display information such as price, product ratings, and availability. Rich snippets can also be used for products with many offers (displaying information for different sellers offering one product).

BEST USED FOR: Any business that sells products directly from its website, or even just has a product catalog that includes product information. Also, websites that aggregate seller information for products like Nextag or Shopping.com.

PRODUCTS

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Video content in search results gets a 41% better clickthrough rate than text.** Marking up videos with Schema.org tags will help enhance the video search result listings with a thumbnail of the video.

BEST USED FOR: Any website with video content.

**Source: aimClear Blog, “Revealed: Which Video Platforms Get Results in Universal SERPs”, March 24, 2011

VIDEO

Today: 11am - 10pm Pages that list events (such as concerts, festivals and conferences) can use rich snippets to provide more details on upcoming events within search results, such as dates, locations, ticket prices and images.

BEST USED FOR: Websites for any type of event venue, such as an arena, theater, or convention center, or businesses and organizations that hold their own events, such as art galleries, museums or tourism bureaus.

EVENTS

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WHAT IS A RICH SNIPPET?

*These are all content types that are currently supported by Google only - Bing has its own set of rich snippets. Schema.org has markup code for many other content types as well; however, not all of those content types are currently supported by Google (as of November 15, 2012). They are rolling more out, though, and we recommend marking up of much as your content as possible using Schema.org – it won’t hurt your website, and you’ll be ready when more content types become available!

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Websites for musical works can be marked up to display a variety of additional details on search results. A website for a musical artist, for example, can embed audio files of songs in its search results.

BEST USED FOR: Official websites for musical artists; resource sites and music recommendation services (i.e. Last.fm, AllMusic).

MUSIC

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If you write articles or blog posts, you can use Authorship Markup together with your Google+ profile so your content is attributed to you in Google search results.

BEST USED FOR: Anyone who writes articles or blog posts, whether on their own website or as a guest author elsewhere; any websites that publish articles.

AUTHORSHIP

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If you develop software applications (such as mobile apps), you can mark up your web pages for those apps to display additional information in search results.

BEST USED FOR: Any company or individual that develops mobile apps and uses a website to promote those apps.

SOFTWARE APPLICATIONS

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These are links organized as a “breadcrumb trail”, helping website visitors to navigate through your website’s hierarchy. Breadcrumb rich snippets will help Google understand what your pages are about and display these links within individual search results.

BEST USED FOR: Any websites where pages are organized into a particular navigational structure (i.e. product categories).

BREADCRUMBS

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SCHEMA.ORGhttp://www.schema.org

GOOGLE WEBMASTER TOOLS HELP – RICH SNIPPETS TYPES http://bit.ly/RichSnippetsTypes

GOOGLE WEBMASTER TOOLS – RICH SNIPPET TESTING TOOL http://www.google.com/webmasters/tools/richsnippets

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HELPFUL RICH SNIPPET RESOURCES