The amount of little things out there that can improve CTR is astounding. From adjusting titles, to fixing URLs, and even rewording meta descriptions, the little things can really make a difference.
And here is One other overlooked part of your organic search that can really make you stand out from the crowd, and get those extra clicks: rich snippets.
WHAT ARE THEY?
Rich snippets (aka. Structured Data) are a way of getting additional information into an organic search. Google, in all its digital splendour, is constantly trying to find ways to make searchers’ lives easier, and so has further developed its SERPs (Search Engine Results Pages). This is where rich snippets come into play.
In brief, they are just small bits of text (or stars) that provide more information about something. When you are looking for a movie, or a product or service (like Predikkta, for example), then you want to know whether it’s good, how much it costs etc. Google can help show that information.
The most common type of rich snippet is the “star review”. It should also be noted that larger companies tend to utilise rich snippets more than smaller companies.
WHEN DO THEY APPEAR?
Although everyone and everything in the digital world would want these little extras for their webpage, there are limits as to where rich snippets appear. Here is a list of what sites use rich snippets, and what for.
Products: price, availability, and reviews.
Recipes: images, reviews, nutritional information, prep time/cooking time/total time/ingredients.
Reviews: A rating of reviews, as well as the author’s name.
Events: event date, location, and time.
Software Apps: number of users, ratings, price.
As with all things on the internet, there are variations in rich snippets – for example, sometimes a product may not have the price, but instead another rating system.
It should also be noted that although Google’s bots are sophisticated, the onus is on you to provide the correct coding for the rich snippets. Visit Google’s web developers to help find specific details as to what is needed – but fortunately it isn’t overly complex.
IMPACT ON CTR AND SEO
So, what does any of this have to do with CTR or SEO?
Well, the first thing that should be noted is that it looks much more appealing than a simple, relatively boring, SERP. You want to stand out on those SERPs. The more you stand out, more people will see your site, and the more people will click on your website. This ultimately will lead to greater sales – assuming your website lives up to expectations.
Second of all, it provides more information. Considering that all websites are competing for those clicks, the more information you can show to draw people onto your website the better.
Remember earlier how it was stated that larger companies tended to benefit from the use of rich snippets? Well, if you can make your SERP look like something that many millions have been poured into, people will trust it, as well as be able to see more of the valuable information you will be providing.
If you can – and only if you can – you should consider investing in some rich snippets. The benefits are very clearly there, and even if it’s seemingly small, the small changes can really impact on your CTR.