When you have an eCommerce, or a website in general, what you want is for it to appear at the top of Google results. Because this way you have a better chance of people coming in. To do this, you must know how to stand out in Google results with snippets. Have you ever realized the importance of these?
Now, We are going to give you the keys to achieve it and get more visits by improving this part of your website that is only seen in terms of the results. Shall we tell you how?
What are Google snippets?
Snippets, Rich snippets, or featured snippets. Those are all the names they are known by and also how you can find them. In reality, these are lines that appear below the search results.
To make it easier for you to understand it. Imagine that we are looking for t-shirts. The first result that came up is Zalando. The name appears and the url below. But just below the url there is a title: «Men's T-shirts | Online at Zalando. And then a short text: «Fast shipping and free returns | Discover the catalog of men's t-shirts online | Short and long sleeve t-shirts and more at Zalando.
Well, that title and that short text are the snippet.
If you pay attention, all websites usually have one (and if they don't have it, it's because they are not applying it and they will lose visits).
They emerged in 2009 and have been evolving (and will continue to do so). Therefore, now you can find different types.
Types of snippets
Right now Google has several types of snippets and before you ask, yes, any website or eCommerce page could choose to enter one of them, even the most important ones, if it does the job well.
These types are:
Featured Snippet
It is characterized by be displayed even before the search results. We could say that it is the "Holy Grail" of a website, because if you appear there you have a lot to gain. In general, those websites that provide answers to highly sought-after questions come in here. And they choose you based on your relevant and valuable content over others.
Event Snippets
Ideal for web pages or eCommerce that work with calendars or event scheduling.
Business Snippets
This appears in a column to the right of the search results and has mainly to do with businesses (and the Google My Business listing).
Of music
In the same location as the previous one, giving preference to images and different platforms where you can listen to music.
Film Rich Snippets
Similar to the previous ones, only here one appears at the beginning of the results with the billboard and another to the right with data about the movie you are looking for.
Rich product or video snippets
Both are similar, since what they do is show a row (horizontally in the case of products, sometimes vertically in videos) to show you the product in several stores or several videos related to the search.
In the case of an eCommerce, what interests you is the results, the featured (for the articles) and the product and business.
How to stand out in Google results with snippets
To stand out in Google results through snippets, you must first implement them. Because, if you don't use them, you can't stand out.
When implementing them, you have three different options:
Via Google Search Console
Specifically we refer to the Data marker. In Google Search Console we have had difficulty finding it, so if it happens to you, use the search engine to search for Google Search Console data marker and it will take you to this specific place. There you will see “Start dialed”.
Of course, you must make sure that the URL of the website you want to mark appears on the right side, and no other.
Once you give it, it will ask you for the url of the site and the type of information that will be highlighted. It will also allow you to bookmark that page and similar ones or just that one. You give him to accept. It will take a little time to appear, so be patient.
With HTML code
In this case you will have to know a a little bit of programming and HTML code since it consists of introducing a series of tags that will correspond to the title and description of the snippets.
With plugins
If you use WordPress or similar, it is normal that you use some plugins to create snippets for your websites. Also SEO plugins (like Rank math or Yoast SEO) will help you with these snippets since they are easily filled out and you can even see the preview of how they would look.
Stand out with snippets
Depending on the snippets you want, you'll have to approach this one way or another. For example, if it is the snippets of your main website, it will be the one in the results (the most common). But if you have an article that answers questions such as how, what it is, how to do it, how it is, why... it can be chosen for the featured snippet.
In any case, the advice we can give you in this regard is:
- Appropriate title: A title that is neither too short nor too long (about 60 characters maximum) with your keyword and a direct intention.
- Website description: Wherever you put, in a maximum of 140 characters, what the person will find on the web. But you must use appropriate keywords and persuasive language.
- Url: The url of that page should also be as good as possible. It is not good, for example, that if your website is t-shirts.com, that your url for the t-shirts section is: t-shirts.com/282723. Because that will not position well. The best? shirts.com/shirts-men/ for example.
- Page structure: Although it may not seem like it, it is more important than you think. On your website you must follow a hierarchy with headers (H1, H2, H3, H4). We do not recommend you go any lower. In fact, we would even tell you not to get off the H3 because it is more complicated for Google to take it into account. In an article this is important because you can make the content more visual and those subtitles can respond to frequently asked questions on Google (so they can be positioned as an answer to these). Also here we recommend that you use tables and lists.
- Give all the information about your products in the file: The product snippets are one that interests you to appear in that section. Therefore, you have to provide not only a quality image, but also the price, availability, a brief description of the product, opinions if you have them and if there are offers.
- Create your file in Google My Business: And update it frequently.
- Use of emoji: A few years ago it became fashionable to use emojis to stand out in snippets and attract attention. Many websites still use them but the truth is that they are a minority. Works? Yes, because it attracts attention. But if you don't convince with the rest, it doesn't help you much.
The fact that you optimize all this does not mean that Google will choose you. It will depend on your algorithm. And time. But you can be happy if it does because you will notice that your visits increase.
Is it now clearer to you how to improve your snippets to stand out?