What are Rich Snippets?
Rich Snippet (also called Structured Data Snippet) is a small piece of code, which allows passing structured information about the page’s content to search engines.
This additional information makes your links more visible in SERP (search engine result page) and as a result, attract more potential buyers to your store (CTR increases)
SIDENOTE. According to available studies, accurately implemented Rich Snippets increase CTR (click-through rate) by 150%.
You can find them on almost any website just by looking at the page source code.
Google maintains numerous different Rich Snippets:
All these snippets help you, as a store owner, make your offer more visible for customers.
Why Rich Snippets are important?
Rich Snippets are not included in google rankings and can't directly improve links positions in SERP.
BUT they can remarkably improve traffic, especially if your store pages already in the top 10. And combined with other tools - increase sales.
How: Link more visually attractive, more visitors click on it. As a result, CTR and traffic is growing.
Additionally, the importance of Rich Snippets can be described by the following indicators from the different studies:
- 35% of all online sales start 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.
And also, Rich Snippets not only 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.
In general, suitable Rich Snippets for e-commerce can be split into 2 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 Snippet
The product schema tells a search engine, that information on the current page related to the product. In other words, this is a product page.
It's an entry point for various product-related snippets. It 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 important attributes are missed: brand, image, availability, offer, review, etc
2. Rating and Reviews Schema
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 significantly highlight your links in search results. It probably most attractive rich snippet in SERP.
SIDENOTE. About 72% of customers make a purchase only after reading at least one review.
Magento 2.3 partially supports this rich snippet of aggregated rating. But the review 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' prices in Google search results. Additionally, it allows notifying about a special price (with start/end dates)
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 the 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 the 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.
With that snippet, 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.
How to test, debug and audit Google Rich Snippets
Once you implement Rich Snippets, you need to make sure they're working as expected and without obvious 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 wrong 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 few rich snippets aren't implemented, other snippets are implemented partially.
Advanced SEO Suite already provides pre-configured all listed snippets and other "SEO must" features.
|Rich Snippet||Importance||Default implementation|
|Rating and Review||★★★★★||★★☆☆☆|
What are better JSON-LD or Microdata or RDFa?
It's about 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 maintenance - source code in few files (instead of dozen different templates with different microdata)
How to add Rich Snippets for review in Magento?
The aggregated review rich snippet (more important) already implemented in native Magento 2 markup.
To add Rich Snippet for particular reviews, you can use a third-party SEO extension.
How to get google to show rich snippets in search?
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 rich snippets testing tool on a few different pages.
If the markup is invalid - fix it then submit the page to the indexation (using Google Search Console). Once you submit the page, Google should update that page in SERP within few minutes.
In the second case, probably Google didn't re-index these pages yet. You can submit a few pages to indexation (Google Search Console) and test results in SERP.
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 not enough.
What about other rich snippets, that you’re using, and what effect do they have? Let us know in the comments below!