What are Rich Snippets?
Rich Snippet (also referred to as Magento 2 Structured Data Snippet) is a small piece of code which allows you to pass structured information about the page's content to search engines.
This additional source of information makes your website links more visible in SERP (search engine result page) and, subsequently, attract more potential buyers to your store (CTR increases). Many developers and store owners are looking for reliable information about how to best use Rich Snippets in Magento 2. That's why I want to share with you our vision and solution in this article. Feel free to ask any questions in the comments.
You can find them on almost any website just by looking at the page source code.
Google maintains numerous different Rich Snippets, including:
All these snippets are here to help you, as a store owner, make your offer more visible for customers.
Why are Rich Snippets important?
Rich Snippets for Magento are not included in Google rankings and can't directly improve links positions in SERP.
What they CAN do, however, is remarkably improve traffic, especially if your store pages are already in the top 10. Combining them with other tools increase sales even further.
How: the link is more visually attractive, and more visitors will click on it. As a result, CTR and traffic will grow.
Additionally, the importance of Magento 2 Rich Snippets can be described by the following indicators from different studies:
- 35% of all online sales start from a 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.
In addition, Magento 2 Google Rich Snippets not only helps to increase the traffic to your store but also increases the trust level of your store or/and brand awareness.
Which Rich Snippets should you use?
According to current specifications, there are already more than 100 available Rich snippets (Schemas) in total, but only a dozen of them are useful for e-commerce. Let's dive deep into structured data Magento 2 and learn about how to implement rich snippets in Magento.
In general, suitable Magento 2 schema markup for e-commerce can be split into two groups:
- E-commerce specific Rich Snippets: Product Schema, Rating, Reviews, Pricing Schema, Availability Schema;
- Common Rich Snippets: Organization, WebPage, Breadcrumbs, Searchbox.
Consider the key Rich Snippets (Schemas) for e-commerce in conjunction with the Magento 2 store.
1. Product Schema Markup for Snippet
The product schema tells a search engine that information on the current page is related to the product. In other words, this is a product page.
It's an entry point for various product-related snippets, which describes key product' properties: Name, Brand, Image, SKU.
By default, Magento 2 already contains a very simplified markup for Product Rich Snippet. There are many essential attributes that are missed: brand, image, availability, offer, review, etc
2. Schema Markup for reviews and rating
Rating and Reviews Rich snippets tell Google the current number of reviews and average rating (attractive stars in google search results) for the current product.
Adding ratings and reviews through rich snippets can significantly increase visitors' confidence in both the store and the product.
Also, having ratings in search results will dramatically highlight your links in search results, making it likely the most attractive rich Snippet in SERP.
Magento 2.3.5 partially supports this rich Snippet of aggregated rating. But the review markup is missing (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.
Along with the well-know Google Rich Snippet Testing Tool, you can use the new Rich Snippets testing tool. The new interface includes a Rich Snippets validator and also has a Rich Snippets preview tool.
3. Schema Pricing (Offer)
The Offer Schema allows display product' prices in Google search results. Additionally, it allows for issuing notifications about a special price (with start/end dates).
In Magento 2.3.5, this Snippet is implemented partially, too. Some essential attributes are missing. though: itemCondition, acceptedPaymentMethods, availability, specialPrice, etc
4. Availability Schema (Offer)
The Offer Availability Schema checks the current product's stock status and displays availability in SERP likewise.
Magento 2.3.5 does not support and does not implement this schema. But SEO Suite implements the rich Snippet of availability, with a bunch of options for extended configuration included.
5. Organization Schema Markup
The Organization Schema allows the search engine to better structure information about your company and, most importantly, display it when searching.
Contact information may include the name, logo, location, opening hours, links to social pages, phones, and other information that is useful to the client.
In Magento 2.3.5, Organization Rich Snippet is not implemented.
6. Rich Snippet Markup Breadcrumbs
The BreadcrumbList Schema allows the search engine to determine the position of products in the catalog correctly and, most importantly, makes the conclusion of your products in SERP much clearer.
With this Magento Rich Snippets Breadcrumbs schema, Google will display a readable category path (category names) instead of a direct URL to the product.
Magento 2.3 does not support Breadcrumbs Rich Snippet.
7. Rich Snippet FAQ
In many cases, the product page already contains answers on general questions regarding payments, shipping, refunds, etc. With FAQ Rich Snippet's implementation for existing content, you can engage more potential customers.
How to test, debug and audit Google Rich Snippets
Once you implement Rich Snippets following recommendations on the Magento 2 schema.org page, you need to make sure they're working as expected and without glaring errors and warnings.
For that, use these tools:
- Google Structured Data Testing Tool
- Google Rich Snippets Testing Tool (the modern version of the first one)
To permanent audit Rich Snippets on the store - Google Search Console (Search Console > Enhancements > Products).
It displays pages with incorrect Rich Snippets (errors or warning) and also the number of valid Rich Snippets.
How to add Rich Snippets to Magento 2 store
In Magento 2.3.5, a few rich snippets aren't implemented, and other snippets are implemented partially.
Advanced SEO Suite already provides all pre-configured listed snippets and other "SEO must" features.
|Rich Snippet||Importance||Default implementation|
|Rating and Review||★★★★★||★★☆☆☆|
What are rich snippets?
A rich snippet is a piece of code that provides additional structured information about the content of the current page.
What are better JSON-LD or Microdata or RDFa?
This refers to a particular implementation.
The features or capacities are the same for all these kinds of implementation of a structured data format.
But in a long-term perspective, JSON-LD is preferred:
- Easy to debug - all structured data markup in one place (page source code)
- Easy to maintain - source code in few files (instead of dozen different templates with different microdata)
How do I add Rich Snippets for review in Magento?
The aggregated review rich snippet (more critical) is already implemented in native Magento 2 markup.
To add Rich Snippet for particular reviews, you can use a third-party SEO extension.
How can I get Google to show rich snippets in searches
There are two cases:
- Rich Snippets were visible in the past, but not now;
- they were recently added to the store, but not visible yet.
In the first case, you should validate snippets markup using Google's rich snippets testing tool on a few different pages.
If the markup is invalid - fix it, then submit the page to indexation (using Google Search Console). Once you submit the page, Google should update that page in SERP within a few minutes.
In the second case, Google likely hasn't re-indexed these pages yet. You can submit a few pages to indexation (Google Search Console) and test the results in SERP.
Using Rich Snippet for e-commerce allows you to increase the CTR in SERP significantly and, as a result, attract more customers to your store.
In Magento 2, only two of six key snippers are supported, and it is not enough.
What about the other rich snippets that you're using, and what effect do they have? Let us know in the comments below!