On-page behavioural data, such as the click-through rate and bounce rate, is believed to have an impact on rankings. Why are rich snippets useful for SEO?Īlthough Google has explicitly stated that there’s no algorithmic effect on SEO from rich snippets, they have a number of qualities which correlate with higher click-through rates and reduced bounce rates.Įssentially, Google rich snippets provide the user with more information about what’s on the other side of the search result, enticing them to click. It only provides Google with the necessary information to do so, making it easier for them to grasp what your pages and your website are about, not guaranteeing a rich snippet will be displayed. However, implementing this structured data does not directly tell the search engines to generate a rich snippet for the website. This structured data allows Google, and other search engines, to understand the information which is included on each web page and show your customers more specific information about your website. In order for rich snippets to be displayed, structured data needs to be added to the HTML of your website – this is a piece of code that is specifically written for search engines to understand. Whether this particular result is a review, a person, a product or business, it helps users to predict the overall value and benefits of a site before visiting it, which can ultimately lead to a higher organic click-through-rate. This is because when rich snippets are used, Google is able to display more information about the result. When shown in search engine results, rich snippets have a greater visual appeal for users, enabling them to find the information they are looking for far easier. Rich snippets are enhanced search results displayed by search engines, which include additional information about that specific web page.
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