Rich Snippets - be different from the competency | Adrenalina

Rich Snippets – be different from the competency

Publicado Por | 22 abril , 2013 | Blog Adrenalina En, Technical SEO | No Comments

What are Rich Snippets?

The enriched content is tagging vocabulary used by website creators and search engines to help categorizing and understanding the site’s contents: these emerged back in May, 2009 but its evolution has been continuous and I’m sure it won’t stop because the correct categorizing is the backbone of search engines.

Types of Rich Snippet formats

Google suggests using microdata, but any of these 3 formats will do.You needn’t have any previous experience with these formats, just a basic HMTL knowledge to be able to carry out a Rich Snippet implementation.

Microdata
Microformats
RDFa

Implementing Rich Snippets

The correct implementation is the most important aspect: I’ll comment some of the most useful implementations and which will displayed in the first results.

Like we said, the Google-suggested rich snippers are Microdata and that’s why we’re going to focus a lot on them. Google, Microsoft and Yahoo cooperated to create the schema.org to unify info of enriched data and it’s the mandatory look-up site for the implementations.

We’re going to display some examples:

  • Author photos

The main rich snippet which is important in the blog world is the author photo one: this one is achieved with the tag rel=”autor”: the steps to get the famed image would be these:

    • To begin with we must have a Google plus profile with a good-quality profile image: if it’s a low-res thing or Google can’t make out a face then this image won’t show as enriched content.
    • Assign a Google Plus account as author reference: it’s easier in WordPress by just editiong the user contact info: if not we can edit that in the code.
<a href="google plus URL" rel="author">authoer-name</a>
    • It’s also important to associate the site of which we wish to be user to our Google+ profile in the following manner:
      • Access personal info “Regarding me”
      • “Edit profile”
      • In the “cooperate in” tab add a new custom link to our site.
The main advantage of displaying an author photo using rich snipper in our search results is obvious, showing a photo of a face in the search result no doubt will attract the user’s attention and this form of standing out can become in a good increment of our traffic as well and a good resouce for our personal brand.
Google has totally focused in allocating this author photo to your Google+ profile and there are several debats regarding this social networking allocating which isn’t starting yet but Google report that this is part of a strategy to measure the authors’ credibility. If a profile writes down a lot about a blog’s sector and its articles have several comments, good rating and +1, this profile will have more relevance that any site they write on because Google will know that what he says regarind a specific sector is very relevant.

Edu Rich Snippet Photo

  • Recipes

The recipe implementing of rich snippet can show an icon of the dishes and we can check that they attract a lot of attention: they can combine with the author photo.

Rich Snippet pancake

We can check how the English version allows filters to be used in this implementing, here you’ve got a link to check the results.

Rich Snippet recipes

  • Video
If you site has videos about news or products then it draws further attention by adding them as rich snipper, VideoObject, in schema.org has all relevant info.
Rich Snippet once
  • Product
To label all products in our product charts we firstly need to create <div itemscope itemtype=”http://schema.org/Product”> where we’ll store the rest of tags we want to use. The implementing would be done like this:
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Product name</span>
<span itemprop="description">Product description</span>
..... Other tags
</div>
  • Reviews

The other content which has begun to be very used are stars: these form part of the reviews users submit about products or services and can be shown per each of a file or as aggregation of different reviews.

Various comemnts in a file

To do this we’ll use http://schema.org/Review in each one of these comments:

<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="reviewRating">5</span> Starts -
<b>"<span itemprop="name">CommentsFile</span>" </b>
por <span itemprop="author">Commentator</span>,
Escrito el <meta itemprop="datePublished" content="2012-11-01">Nov 1, 2012
<span itemprop="reviewBody">Commentcontent.</span>
</div>

Aggreating Ratings

One of the most used choices: http://schema.org/AggregateRating

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<span itemprop="ratingValue">4</span> stars -
based on <span itemprop="reviewCount">250</span> reviews
</div>
#We could also add
<span itemprop="bestRating">10</span> Not mandatory: 5 by default
<span itemprop="worstRating">0</span> Not mandatory: 1 by default
  • Price

It’s very important for all ecommerce to use enriched content in each product file, offer, or price. This is how it’d be done:

<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<span itemprop="price">$55.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>

Barcelona Rich Snippet

We can see how we’re using the price interval aimed at a travelling agency.
If you check TravelAgency you can find more info there

  • Data for local business

It’s very important for any local business or company that their business contact data be better seen by the search engine because it’s their main source of sales and contact.
If you check the Google official site we can find more info about this implementation to improve your results in local look-ups using rich snippet.

<div itemscope itemtype="http://schema.org/LocalBusiness">
<h1><span itemprop="name">Business</span></h1>
<span itemprop="description"> Business description.</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Address</span>
<span itemprop="addressLocality">Localion</span>,
<span itemprop="addressRegion">Province</span>
<span itemprop="postalCode">Zip Code</span>
</div>
Phone number: <span itemprop="telephone">phone number</span>
</div>
  • Contact data

To grant visibility to a personal profile we’ve got the persona tags: LinkedIn has already installed them.

<div itemscope itemtype="http://schema.org/Person">
<span itemprop="name">Name</span>
<img src="image.jpg" itemprop="image" />
<span itemprop="jobTitle">Cargo</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Adress</span>
<span itemprop="addressLocality">Locality</span>,
<span itemprop="addressRegion">Province</span>
<span itemprop="postalCode">Zip code</span>
</div>
Phone number: <span itemprop="telephone">phone number</span>
</div>

Rich Snippet edu oliva

  • Breadcrumbs

A seldom-used choice is to apply Rich Snipper in the Breadcrumbs: this tag is peculiar because Google reccomends using data-vocabulary.org in this case..

One advantatge is that the different tagged URLs become Google links, giving the user the chance to follow the links to the different points with the labelled content.

<span itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<a title="Blog Adrenalina." href="http://www.adrenalina.es/en/blog/" itemprop="url"><span itemprop="title">Blog Adrenalina</span></a> &gt;<a title="Online Business." href="http://www.adrenalina.es/en/blog/online-business/" itemprop="url"><span itemprop="title">Online Business</span></a> &gt;<a title="How to add a Tech Partner to your project." href="http://www.adrenalina.es/en/how-to-incorporate-a-tech-partner-into-your-project/" itemprop="url"><span itemprop="title">How to add a Tech Partner to your project</span></a>
</span>

To implement breadcrumb Rich Snippet in WordPress we reccomend using the plugin Breadcrumb NavXT and customized it like this:

We replace the “Template” spots by:

<a title="%title%." href="%link%" itemprop="url"><span itemprop="title">%htitle%</span></a>

We’ll replace the default plugin code like this:

<?php if(function_exists('bcn_display')){ ?>
<span itemscope itemtype="http://data-vocabulary.org/Breadcrumb">
<? bcn_display(); ?>
</span>
<? }?>

Rich snippet breadcrumbs

You can find many more implementation and reccomendations of rich snipper and spend time investigating which new implementations pop out and how they adapt to our business.

To make sure the implementation has worked then the best tool we use is one provided by Google.

http://www.google.com/webmasters/tools/richsnippets?

When we implement the rich snipper we can find errors through Google’s tool: it helps us showing suggerences to fix the mistake or hints of where a problem originates from.

Warning: This information will not appear as a rich snippet in search results, because it is contained in a hidden HTML element. Except in special circumstances, Google won’t display content that is not visible to the user. You should mark up the text that actually appears to your users when they visit your web pages.

Once our tags have been implemented you can see the result using Google Webmaster Tools in the Optimization – Structured Data section

Rich Snippet webmaster tools

Benefits & future of Rich Snippet

Maybe, as we saw, the rich snippet offer us a lot of advantages, visibility, personal brand and more links and info on search results becoming the major magnet drawing public to our sites. Google wants to know more about our sites’ contents because this helps it classiffy and order the content and draws it closer to semantic webs.

The goals ofSemantic Webs, the favorite term of the WWW creator, Tim Berners-Lee is to add meaning to the site’s content so that instead of plain text it’d be a guide correctly tagged with sites which can bring information about its contents.

Html5 is also making some steps in this content categorizing starting to create more logical and semantic web content. If you check this HTML5 guide you can find a lot of info abotu this new implementation which draws us closer to the desired semantic web.

The desired goal is that the search be based in the meaning of a group of words and not by individual words, thus managing that, in a look-up like “want ski travel, got 1.200€ husband and 4 year old kid” our search engine should be capable of giving us a result as if it was a travel agency instead of thousands of pages without a real solution.

Easy ways to get content copied

Like all things, rich snippers have their good and bad side: having all our content tagged with tags which let out our content we’re making it easy to sites and persons who scrap contents.

Let’s say we’ve got a site with 3.000 products and we don’t have any implemented rich snippets: an automated process can’t know which content if the product name, description or price, but if we implement rich snippets then we’re serving all this info in a manner than a 3rd party could come in and could create their own databse with all our info: if you use good techniques with the info then we’re making it easy for a possible competency.

SPAM in Rich Snippet

Another bad use Rich Snippet have is to falsely tag content: we could tag like we had comments and reviews when they don’t really exist just by making the stars show up on our search results.

Google provides this tool to report spam and absuses in the use of rich snippets.

Google’s monopoly thanks to the Rich Snippet

Bad news is: all this knowledge we’re grantign to Google is beign suffered by the main content adders and price comparison sites. Given how Google has all info on this content they’re taking profit of it to create their own product comparison system with filters created through rich snipper implementation.

Content is another topic: why would an user enter on the NBA official site when they can find their results from the very search engine?

Rich Snippet basketball

O why check our team’s scores when Google reports them.

Barcelona Rich Snippet

Or in which cinema they’re projecting the film we want to check out:

Rich Snippet movies

The more time the user spends in Google the more money for them and the more value they contribute in a look-up then the better for them and their business.

Thank you for having read up until here. If you liked the post we’d like for you to share it, and if you have some observation or suggerence then go ahead and comment it.

Autor: mauro flores

Estudiamos y analizamos su negocio en profundidad, definimos objetivos y planteamos la estrategia de marketing más adecuada centrándonos en conseguir cada uno de los objetivos propuestos. Solicita Presupuesto Ahora

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