In recent years, the search game has seen quite the shake-up, thanks to the rise of rich results - or as some may call them, rich snippets or SERP features - taking center stage in this evolution.
SERPs (Search Engines Results Pages) are Google's response to a user's search query. (Source: Backlinko)
Back in the day, SERPs were all about those classic "10 blue links." Pure organic search results, just simple links to a webpage. But fast forward to today, and SERPs have gotten a whole lot fancier. Google has upped its game, getting all sophisticated with new ways to display info to help out us searchers.
SERPs now come with a variety pack:
Why should you care about SERPs? Well, they're the gatekeepers to how your site struts its stuff on Google. And let's face it, getting that prime real estate on Google's first page is the ultimate goal.
Most SERPs nowadays come with some type of fancy rich results - in fact, less than 5% of search results are left without any SERP features at all. (Source: SEMrush sensor data)
Take a look at these two SERPs side-by-side.
The comparison displayed here highlights the distinction between a SERP enriched with rich results and one without. The SERP adorned with rich results not only exudes a dynamic and visually appealing aura but also provides diverse pathways to explore information relevant to the user's sought-after product.
Rich results are like the fancy accessories that make search results pop with extra information alongside the title, URL, and meta description of a webpage. These snazzy results only show up for pages with specific content types. Google creates rich results by grabbing data from a page's structured data, which is only available for certain types of content. There are various types of rich results out there, and you can check out the full list in Google's search gallery documentation linked at the end of this blog. Not every rich result will be a match for your business, so focus on the ones that suit your needs.
Image packs are like the stylish accessories that make search results pop with extra pizzazz. They showcase a horizontal row of images, each linking to a Google Images search for further exploration. To spruce up your image content, follow these practices: give your image a descriptive file name and detailed alt text, make sure your image URL is easily readable, optimise the size of your image, and don't forget to include a title attribute.
Local packs are like the cool kids on the block, showcasing the top three physical locations that Google deems most relevant for a search query. The world of Local SEO has seen some major glow-ups in recent years, with local features evolving at lightning speed. For brick-and-mortar businesses, it's essential to get cozy with Google's local features. One key move is to maintain an up-to-date "Google My Business" profile, spilling the beans on crucial info like operating hours and location.
Including review stars and ratings data can boost the click-through rate for products, recipes, and other relevant items. It's a smart investment if it aligns with your business goals. Industry practices may vary, but incorporating structured data on your site is a best practice.
Cook up a storm with recipe searches! When users look for recipes, a carousel of mouth-watering options is displayed, complete with rating information and ingredients. To make sure your recipes sizzle in SERPs and boost your click-through rate, sprinkle in some structured data.
Site Links - When someone searches for a specific domain, Google can showcase an expanded list of up to 10 site links. These nifty site links can work wonders for your site by boosting the click-through rate and guiding users to their desired page swiftly. Typically, site links appear for branded search terms, making them more prevalent for well-known sites with a strong brand presence and high traffic volume. If this feature aligns with your organisation's goals, utilising structured data can help optimize your chances of securing this type of result.
If you're ready to dive into the world of rich results, it's important to keep in mind that not all types are under your control as a website owner. For example, Google's Knowledge Panel pulls data from Google's index and private data partnerships, making it a tough nut to crack for most websites. And let's not forget about paid placements like ads and shopping results, which can overshadow organic visibility.
Optimising your website for rich results can have a significant impact on your click-through rate. The visually appealing nature of rich results tends to attract more clicks compared to traditional blue links. However, understanding the SERP landscape in your industry and targeted keywords is key. If authoritative sources or unattainable rich results dominate the SERPs, it might be wise to shift your focus to different keywords. During keyword research, keep a close watch on the first page of Google to identify rich results that are worth optimising for.
Rich results in SERPs mark a shift in on-page SEO practices. Once you've nailed down the basics of traditional optimisation, exploring rich results can take your site to new heights.
Google Structured Data Testing Tool
WordPress Structured Data Plugins