What is Rich Snippet
Rich snippet is a small piece of code, which allows to pass structured information about page’s content to search engine.
This additional information makes your links more visible in SERP (search engine result page) and as result, attract more potential buyers to your store (CTR increases)
Google supports many different types of Rich Snippets: products, categories, reviews, breadcrumbs, events, authors, organization etc. All these snippets helps you, as a store owner, make your offer more visible for customers.
Why Rich Snippets are so important for your Magento 2 store
Rich Snippets are not included to google rankings and aren’t allow to directly improve links positions in SERP, but they can greatly improve CTR (click-through rate) and traffic.
The importance of Rich Snippets can be described by the following indicators from the different studies:
- 35% of all online sales starts from google search;
- According to available studies, correctly implemented rich snippets increase CTR (click-through rate) by 150%;
- Products with Rich Snippets attract 20-40% more traffic than products without them.
Additionally, Rich Snippets not only increase the traffic to your store, but also increases trust level of your store.
Essential Rich Snippets for E-Commerce
According to current specification, there’s already more than 100 available Rich snippets (Schemas) in total. But only few of them are really useful for e-commerce.
In general, applicable Rich Snippets for e-commerce can be split on 2 groups:
- E-commerce specific Rich Snippets: Product Schema, Rating and Reviews, Pricing Schema, Availability Schema;
- Common Rich Snippets: Organization, WebPage, Breadcrumbs.
Consider the key Rich Snippets (Schemas) for e-commerce in conjunction with the Magento 2 store.
1. Product Schema
The product schema tells search engine, that information on current page related to product. In other words, this is a product page.
By default, Magento 2 already contains very simplified markup for Product Rich Snippet. There are many important attributes are missed (brand, image, availability, offer, review etc)
2. Rating and Reviews Schema
About 72% of customers make purchase only after reading at least one review.
Adding ratings and reviews through rich snippets can significantly increase visitors confidence in both the store and the product. In addition, having a ratings in search results will significantly highlight your links in search results.
Magento 2.3 partially supports this rich snippet of aggregated rating. But the reviews markup is missed (as suggested by google specification).
It is also worth noting that Rich Snippets aren’t implemented correctly on some pages, which negatively affects other results in the SERP.
3. Pricing Schema (Offer)
The Offer Schema allows display product price in SERP (search engine result page).
In Magento 2.3 this snippet is implemented partially too. Some important attributes are missed (itemCondition, acceptedPaymentMethods, availability, specialPrice, etc).
4. Availability Schema (Offer)
The Offer Availability Schema checks current product’s stock status and displays availability in SERP too.
Magento 2.3 does not support and does not implement this schema. But SEO Suite implements rich snippet of availability, with a bunch of options for extended configuration.
5. Organization Rich Snippet
The Organization Schema allows the search engine to better structure information about your company and, most importantly, display it when searching.
Information may include the name, logo, location, opening hours, links to social pages, phones and other information useful to the client.
In Magento 2.3, Organization Rich Snippet is not implemented.
6. Breadcrumbs Rich Snippet
The BreadcrumbList Schema allows search engine to correctly determine the position of products in the catalog and, most importantly, makes the conclusion of your products in SERP much clearer.
Magento 2.3 does not support Breadcrumbs Rich Snippet.
Magento 2.3 Rich Snippets
In Magento 2.3 few rich snippets aren't implemented, another snippets are implemented partially.
|Rich Snippet||Importance||Default implementation|
|Rating and Review||★★★★★||★★☆☆☆|
Using Rich Snippet for e-commerce allows you to significantly increase the CTR in SERP and as a result attract more customers to your store.
In Magento 2 only two of six key snippers are supported, and it is obviously not enough.
In addition to various SEO improvements, the Advanced SEO Suite for Magento 2 extension supports all of the listed Rich Snippets. It also implements other less important Rich Snippets (Catalog, Gallery, WebPage)
What about other rich snippets, that you’re using, and what effect do they have? Let us know in the comments below!