Google’s Rich Snippets give users convenient summary information about their search results at a glance. In my opinion, it has huge implication for search engine optimization (SEO). It takes the usability of your website and puts it in the search engine results page (SERP), which greatly improves the clickability.
Rich Snippets are a step forward to the structural web. The first time I was introduced to the concept of structural web was in the International World Wide Web Conference 2001 when Tim Berners-Lee talked about the XML roadmap. I realized that the efficiency of presenting vast data files and the indexation of humongous information with relevance were impossible if the web is continuously flooded with non-structural data. The HTML tag just wasn’t good enough for presenting information. The information world needed a better data definition.
If you have some database programming background, you know that when an information relationship is established and a master key is defined to point the slave records. It means a great deal for the performance of the data retrieval and will dramatically improve the efficiency of answering data queries. This is exactly how Google’s Rich Snippets works – if you are willing to do data entry for Google by structuring your web page content according to the markup format, which are microformats and RDFa.
If you are always wondering how content should be formatted such as when to use <h1> or <ALT> tags for the best SEO result, from now on, I suggest you should replace the question “how to format the content” by “how to structure the content.” After all, the way you structure the content is going to help the search engines to understand what your content is about.
I have no intention to make things sound sophisticated. In fact, content structure can be as intuitive as designing a website navigation plan.
Let’s think about how we present an online product catalog – all the information is presented in a table where the rows are the product listings and the columns are the data labels. The records of each row will be linked to each column for its own characteristic accordingly.
This is a kind of data structure.
Now with the Rich Snippets, Google gives you a nice treat. Just follow the way to define the data and then they will be picked up, indexed, and “be there” when your customers search the information that is relevant to you. You have better control in the usability of the information and how they should be displayed in the SERP.
Go check with your content management system (CMS) administrator and see if your CMS supports the new markup format. Start embracing data structure in your future SEO plan. This is my advice.
For more information about the data schema supported by Google’s Rich Snippets, visit www.schema.org.
Emily Ma, product director of Tencent’s advertising platform products department, was a keynote speaker at ClickZ Live Shanghai where she discussed the ... read more
Nurcin Erdogan Loeffler, head of strategy and innovation, Vizeum China, outlines the seven ways businesses can future proof their digital strategies.
Chief marketing officers have shared their views on technology, innovation and how they see their roles transforming into the near future at an ... read more
Online consumers with intent to purchase only find what they’re looking for in 50% of ecommerce searches. That needs to change. eBay ... read more