There has been a lot of discussion in the SEO world lately around structured data and rich snippets in the SERPs. If you are not familiar with structured data, it is basically a way to explain the content of your website to the search engines in a trusted (structured) format. You can think back to the good-old-days when all you had to do was update your META tags… until this was abused so much that Google stopped using them.
Although Google doesn’t currently use structured markup data for ranking purposes, there are several benefits from an SEO standpoint. By adding content in structured search verticals, this helps the search engine data feeds match the content on the page and return optimal results in the SERPs.
In addition, when the appearance of your listing is clear to the user, it stands out, and this in turn, should help improve response rate. According to Yoast, some sites see a 20% to 30% uplift in rankings, when using rich snippets because more people click on those results.
Now that you know what structured data is and why it’s important to utilize, let’s talk about ways B2B search marketers should use it.
Rich snippets have really taken off with B2C (consumer-oriented) companies. We’ve all seen restaurant reviews, recipes and music events listed with rich snippets in the SERPs. Snippet information appears as extra lines of text in the listing. Rich snippets may include anything from a rating to song lyrics, to phone numbers and reviews.
Here are a few examples from B2C sites.
But, let’s not leave B2B marketers behind. Rich snippets can be very impactful for business marketers. Here are four steps to get you started.
Always start with market research to get the best results.
As shown above, rich snippets can make your products or services stand out in the SERPs. Below is a list of some of the most common Rich Snippet formats that might apply to B2B companies.
Applying semantic markup is a complex task and should be done by qualified personnel.
Always benchmark and measure to monitor your results.
Below are a few examples of how B2B marketers can use Rich Snippets.
Rich snippets provide a great way to enhance your listings in Google so they stand out from the competition, which will ultimately bring more qualified users to your site. It’s well worth educating yourself on rich snippets and strategizing to ensure that you’re using them to full advantage. Get ahead of your competition and get started today!