With the help of structured data mark-up, we can help Google algorithms better understand the type of content and feature various attributes in visually compelling way in the search results. These experiences are enhancing content previews and help users get sense of what a webpage contains. Rich snippets do not have direct impact on ranking power, but they allow to enhance search results with additional information, which leads to higher click through rate(CTR) and improves the quality of traffic because users can better understand content before visiting landing page. Soon, rich snippets will be used by search engine as a ranking factor. When users are searching for products in search engines, they will see a long list of ads and organic listings results. One way to stand out in SERP is to include better information about pages like product review, price range, availability. To do so, we need to use schema.org or data highlighter in Search Console which allows to mark-up website content to add rich snippets in search results.
Users often use brand name keywords to find company’s website. Then they perform second search on the website. To reduce the time, we can use sitelink search box to allow users search directly from SERP. This allows to enhance user experience, improve navigation and get more relevant clicks. This feature is very useful when a search is conducted on mobile devices by reducing interactions needed to reach the destination page.
To enhance search results, we can customise site features when a search is conducted on mobile devices:
● Breadcrumbs – allows users navigate website hierarchy from search results.
● Site name – allows to show the preferred name and additional business information in SERP.