Over the last few years, Google has continued to improve the way they show you search results. The so-called snippet has also undergone improvements. Learn what types of snippets there are, what they mean for SEO, and what you need to do to make the most of your search.
What is a snippet?
A snippet is any information that you are shown as a result of your search query on Google. These are actually regular search results and draw on the data that is found on your website. There are several types of snippets:
- Simple snippet: Includes data from meta captions (meta title, meta description and URL).
- Rich snippet: This is a simple snippet that is supplemented by other data (most often rating stars, pictures, event dates, product price, etc.).
- Featured snippet: An answer box that is shown when you enter a question. It appears above the search results, but after the ad-sponsored links.
A simple snippet summarizes the content of the page. It includes the meta title, meta description, and URL of a specific page. Simple snippets appear in search results and are the cornerstone of optimization. Thanks to simple snippets, the user quickly learns what the content of the result is and why this result is relevant to their query. Based on the snippet, users decide whether they want to click on the result or not.
The simple snippet is ideal in that you can easily control what gets displayed in it. Just fill in the appropriate tags (title, description and URL) in your site administration. If you don’t know how to do this, read how to write meta tags.
A rich snippet adds additional information to the search results, making it more clickable than a simple snippet. Typically, these are pictures, ratings (stars), product price and similar. To get a rich snippet in your search instead of the regular one, you need to carefully structure the content and data you have on your website.
How to use rich snippets for your e-shop
If you want a rich snippet to appear for your products, provide as much information as possible about your product:
- name of product,
- product image,
- product description,
- product brand,
- price and currency.
Only a few elements will actually be visible in the search results, but Google will understand your site better and display it better in a snippet.
How to use rich snippets for company websites and personal presentations
For corporate and personal websites, making use of rich snippets is a difficult task. In this case, the structured data is used more for the purpose of the “Knowledge Graph”. It appears in the infobox next to the search results – typically when you search for weather, sports results, or a celebrity.
To obtain this Knowledge Diagram, you again need to carefully structure the data and content on your website. An experienced developer will help you with that, but you can do a lot of the work yourself.
Tip: Every marketer, SEO expert and website owner wants Google to notice her and to get the coveted first place in the search rankings. But achieving this isn’t easy. Website optimization will help you greatly.
Thanks to the featured snippet, you’ll get a place among the recommended search results. Unlike the list of results that appear below the snippet, these examples provide a more detailed answer to a search query. Google will display a snippet of your content that it considers valuable enough to highlight.
Getting a featured snippet is even better than being first in the search results – it highlights your content in a unique way and places it where the audience will see it at first glance. This is often referred to as position zero, and unlike meta labels, it increases the chances that you will grab the audience’s attention and make them click.
The most common types of featured snippets
- paragraph (approximately 50% of search results)
- list (approximately 37% of search results)
How to structure content on a website
What can you do in your content to increase your chances and get higher search positions?
1. Try to answer questions that are relevant to your audience
Snippets provide a quick and easy answer to a search query. Therefore, you should try to structure the pages on your blog and website to provide brief and concise answers to the key questions your target audience looks for.
You can achieve this in different ways. To get started, you can start by reviewing existing content and analysing your website to answer frequently asked questions about your product or service. For example, use Google Ads, Google Analytics, or just relevant keywords in a search engine. Create a keywords list and edit the content on your site to match the typically searched questions.
Another way is to create an explanatory site or blog that will address specific topics. This will significantly increase the chances of getting your content into a featured snippet. By going in-depth in the topic, you will increase the use of keywords and help your SEO. And show Google and your audience that you’re an expert in your field and know what you’re talking about.
2. Write useful and clearcontent
How you answer the questions is also important. If your goal is to display content in a featured snippet, you should focus on creating informative content that provides clear and concise answers.
Use the formatting of your content. You can’t expect Google to notice you or your audience to read what’s on your mind if you don’t format content so it’s easy to follow and consume. This is essential for any type of content, especially if you want to reach the top of the search results. To do this, you may want to know the basics of copywriting, or you can turn to a professional straight away.
How should you format content? First, include the question you are answering in your H1 and H2 headings. Use lists, tables, break text into paragraphs, and use subheadings. This makes it easy for Google to see which keywords and topics are relevant to your site. In addition, it will help the audience easily find what they are looking for and not to get lost in the text.
3. Include relevant keywords
Whether you’re trying to appear on the first page of search engines or place your content in a featured snippet, you need to make sure your content is relevant to your audience. Use keywords in your content. Improve search engine optimization (SEO) and motivate people to click through to your site. Finding and using keywords will also allow you to create content that is useful to your audience. Then all you have to do is choose topics you write about based on those keywords.
Remember to use a language that is close to your audience. You will build a relationship with them, increase their trust in you and help them see the value in what you offer. Ultimately, your goal isn’t only to get your audience to visit your website, but to motivate them to keep clicking and order the product or service you offer.
4. Review your content strategy
Good content marketing (and marketing in general) involves much more than just bringing visitors to a website. Effective content goes beyond SEO. Any content you create should provide value to people, be useful to them, and engage them so that they want to learn more about what you do. And finally, convince them to make a purchase.
Don’t be afraid to turn to experts
Would you like to use a snippet, but you don’t know exactly what to do? We will help you move your website to the top of search results thanks to SEO (search engine optimization) and create quality content that will appeal to your target group and search algorithms. Don’t hesitate to contact us.