While you use structured data to mark up content, you aid Google better appreciate its context for show in Search, and you attain better distribution of your content to users from Search. You perform this by marking up content properties as well as enabling actions where relevant. This helps it eligible for inclusion in rich results.
Rich Snippets is the term utilized to explain structured data markup that site operators can add to their existing HTML, which in turn allow search engines to better understand what information is contained on each web page. However, the vital search engines have taken this a step further, and now use this markup to present richer search results, enabling users to more easily find the information they are looking for.
Under normal situations, while your website shows up on a SERP, Google, and other search engines, display the site title, URL and whatever meta description you have assigned to the page. While Rich Snippets are employed, Google is now capable to show a bit more information about the actual result, including whether this particular result is a review, a person, a product, business and more.
How does it work?
Structured data markup for content that allows actions consists of two broad categories of markup:
Content markup—describes the content itself, starting with high-level properties as well as then properties for the sub-type. For example, all TV & Movies content utilizes common properties such as name, URL, as well as startDate. Beyond that, other properties provide further refinements, such as whether the TV content is part of an episode, a series, or a season.
Action markup—defines action properties, starting with needed action properties for most content, such as the type of action the content supports, like a WatchAction or an OrderAction. Other required action properties include elements from the target container such as the platform on which the link to the content will function, such as an Android or iOS app. From there, you may offer further action refinements, such as convenience conditions for when the action will work.
What Content Types Are Supported?
There are three several markup specifications presently recognised by the major search engines:
- Microdata
- Microformats
- RDFa
With Microdata being the most extensively supported in terms of annotations, specifically the schema from Schema.org. Open Graph tags as well as Twitter Cards are a form of structured data markup, but they must be employed in conjunction to Rich Snippets, not instead of.
Rich Snippets, or structured data markup, can be utilized on the following content types:
Reviews – both individual as well as aggregate reviews are supported, with diverse properties utilized for each.
People – you may have noticed Google as well as Bing now showing richer information from LinkedIn while you search for certain (well-known) people. Similar results are probable for any website that includes profiles of staff, team members as well as other people applicable to the organisation. Supported properties such as name, title, role, professional affiliations as well as contact information.
Products – one of the single most significant uses of structured data markup is with products as well as special offers of merchants, particular online stores. Properties available include name, image, brand, description, identifiers (ISBN etc.) as well as even reviews, entire extendable with price, currency, seller and condition and quantity. Online marketplaces that provide the similar product from multiple merchants can use low price as well as high price to show the price range for a single item.
Businesses & Organisations – properties obtainable include business name, address (physical as well as URL), telephone number, geolocation (latitude and longitude) and logo.
Recipes – structured data markup for recipes provide a multitude of properties, allowing operators of websites related to cooking as well as recipe collections to include everything from the type of dish, reviews, preparation as well as cooking time, through to nutritional details such as serving size, calories, fat content as well as many more.
Events – the usage of structured data markup with events is planned only for future occurring events, not past events. It is worth noting here that the property summary is not intended for a summary of the event, however for the event’s official name. Other properties include start and end date, duration, ticket details and geolocation.
Music – Bing creates no mention of any support for music, however Google does make condition for structured data markup relating to songs and music albums. This may include links to previews of songs as well as direct links to buying individual tracks or full albums.
Video Content – this applies to embedded video content on your website and can be used to indicate duration, license, Production Company and/or the maker of the video marketing, and even if the content if family friendly.
How to Add Rich Snippets to Your Content
Structured data markup does not require to be added to every single content property, though having more content marked up does aid search engines present results better. It must also be noted that you should only mark up noticeable content – hidden page elements as well as content in hidden div’s do not need to be marked up.
Structured data markup creates us of three primary elements:
itemscope – which specifies that the HTML contained in the <div> block is about a particular item,
itemtype – which indicates precisely what kind of item it is, and
itemprop – which is the specific property, such as name, URL, review as well as many more.
Books, movies, photographs, TV shows, recipes as well as music are considered creative works, so an example of markup HTML for a book listing could look something like this:
<body itemscope itemtype=”http://schema.org/WebPage”>
…
<div itemprop=”breadcrumb”>
<a href=”category/books.html”>Books</a> >
<a href=”category/books-literature.html”>Literature & Fiction</a> >
<a href=”category/books-classics”>Classics</a>
</div>
<div itemscope itemtype=”http://schema.org/Book”>
<img itemprop=”image” src=”catcher-in-the-rye-book-cover.jpg” />
<span itemprop=”name”>The Catcher in the Rye</span> –
<link itemprop=”bookFormat” href=”http://schema.org/Paperback”>Mass Market Paperback
by <a itemprop=”author” href=”/author/jd_salinger.html”>J.D. Salinger</a>
<div itemprop=”aggregateRating” itemscope itemtype=”http://schema.org/AggregateRating”>
<span itemprop=”ratingValue”>4</span> stars –
<span itemprop=”reviewCount”>3077</span> reviews
</div>
<div itemprop=”offers” itemscope itemtype=”http://schema.org/Offer”>
Price: <span itemprop=”price”>$6.99</span>
<meta itemprop=”priceCurrency” content=”USD” />
<link itemprop=”availability” href=”http://schema.org/InStock”>In Stock
</div>
The available properties vary according to the content type, as well as the sheer number of properties may in itself be intimidating for anyone considering of implementing structured data markup. Thankfully, for anyone operating a WordPress based site, there are various plugins obtainable to make things a bit easier, including All-in-One Schema.org. You can also find plugins for the major e-commerce systems, but if you are utilizing a bespoke CMS or e-commerce system you will require involving your web developer in setting up an easy technique to begin utilizing structured data markup.
How to create Rich Snippets? How to insert Rich Snippets to Your Content, Rich Snippets is the term to explain structured data markup that site operators may add to their existing HTML
Author Bio: Naveen Kumar is presently working in one of the best web development companies located in India. He has vast knowledge in web designing services and presently working in a senior-most position at JDM web technologies. His outstanding knowledge and hold on this subject has helped him to reach the position where is standing today. He loves to share his knowledge with others and so prefers to write blogs and articles related to web design and Web Development Services and web designing companies India.
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