You’ve seen its impact but what is SEO rich text? For one, it’s an effective optimization tactic in creating Google rich snippets for your website. SEO-rich text helps your brand enhance its appearance and increase online presence. There are a variety of rich snippets available in organic Google search results. By marking up your page using structured data, you are increasing the likelihood of earning Google SEO rich snippets.
Think of the last time you asked a question in Google search. Did you find the answer immediately at the top of the page via the emphasized ‘featured snippet’? Or perhaps you were looking for a brand and found its business info on the sidebar via the ‘knowledge graph’? You might not even realize that Google Assistant and Google Home devices are extracting structured data from webpages in order to speak a response aloud.
In this article, we’ll cover important terminology and explain how to create rich snippets for your website using SEO-rich text.
Guide to Google SEO Rich Text, Snippets, and Results
- What is SEO Rich Text?
- Creating Rich Snippets for Websites
- Tracking SERP Feature Performance
“The first result in Google organic search experiences a click-through-rate (CTR) of 27%.”Backlinko.com
What is SEO Rich Text?
SEO-rich text refers to optimizing specific content on your page so that search engines may better understand its context, meaning, and purpose.
Search Engine Results Page: SERP Features
It’s important to understand the various Google SEO rich snippets available on the search engine results page (SERP). SERP features come in many shapes and sizes. Here are a few examples of the most common:
- Featured Snippet: Located at the very top of organic search results, the featured snippet enlarges the font size / result size and emphasizes the most relevant text for the user to digest instantly.
- Product Reviews: This rich snippet displays the average star rating next to the site link in search results.
- Knowledge Graph Features: The knowledge graph typically appears on the right sidebar in Google SERP and provides information about the business, such as a business description, address, and contact information.
Learn more about SERP features in this guide via SEMrush.
Search Intent & Content Relevancy
To provide users with the content they’re looking for — known as search intent — Google considers a number of factors. These considerations include:
- Understanding of the context of your page based on its crawls;
- Weighing the keyword and semantics in the meta data provided;
- Extrapolating the structured data notated on the page;
- Analyzing traffic and user engagement with your content.
Structured Data Formats
Schema markup refers to the code on your page that communicates the meaning of the various elements on your page. It’s found in the form of structured data and there are two main markup formats used:
- Microdata: (WHATWG HTML Standard) nests metadata within existing content on a webpage.
Structured Data Markup Types
Now that you understand the purpose of SEO-rich text, it’s time for the fun part — schema types. SERP features were quite limited when Google rolled out microformats in 2009. The most common schema types at launch were ratings, price, and site links. Since then, there have been hundreds of nested schema types made available. Structured data is a key component of local search optimization services. The main branches in the schema type hierarchy include:
Learn more about the numerous schema type definitions via Schema.org.
How to Create Rich Snippets for Websites
The process for creating rich snippets really comes down to how you optimize your on-page SEO. At a high-level, here are the steps to create rich snippets for websites:
- Research Keywords Available for SERP Features
- Analyze Competitor Snippets and Content
- Define Audience and Search Intent
- Write Content that’s Engaging, Helpful, & High-Quality
- Incorporate SEO-Rich Text in the Content
- Identify Schema Types and Data Fields
- Markup Your Page with Structured Data
- Test & Validate Google SEO Rich Snippets
Learn how to earn SERP features with digital content creation services via Content Crux.
Tracking SERP Feature Performance
The final aspect of Google rich results is tracking your site’s rankings. There are many SEO tools out there that can help you monitor your organic rankings. While our top-pick is SEMrush, you can also access some information about your site’s rich snippets using Google Search Console. Here are a few tools to track Google rich result performance:
- Google Search Console: On your site’s GSC dashboard, SERP features are nested under ‘Enhancements’ on the left sidebar.
- Bing Webmaster: While Bing offers similar rich results as Google, the Bing Webmaster dashboard isn’t as robust for tracking enhancements.
- SEMrush: You can conduct keyword research for terms capable of earning Google rich snippets using SEMrush Keyword Magic and track performance via Position Tracking.
Many factors may impact a user’s ability to view a rich result that you’ve earned, including location, user data profile, and device type.
Once you’ve mastered keyword research, content optimization, and structured data markup, you should be earning featured snippets and other SERP features in no-time!
Optimize Your Site for Rich Snippets with SEO Services
Content Crux is an expert provider of strategic SEO services across the nation. Over the years, many small businesses have turned to Content Crux to increase its online visibility. Our SEO services include optimizing your on-page content with SEO-rich text and structured data. We include research, writing, optimization, and performance tracking with our offerings. Learn more about our SEO company or contact our experts to start your project today.
- SEMrush: What Are SERP Features? An In-Depth Guide
- Mozilla Developer: Web Docs – Microdata
- Mozilla Developer: Web Docs – Working with JSON
- Google Search Console: Dashboard
- Bing Webmasters: Webmasters Tools
- SEMrush: Keyword Magic Tool
- SEMrush: Position Tracking Tool