22 issues each Website positioning professional must know


Rick and Morty. 

Corridor and Oates. 

Espresso and bourbon. 

Rich results and structured information. 

All 4: iconic duos. However just one can generate over $80k in revenue as soon as added to your web site. 

On Might 17, 2016, Google introduced the concept of “rich cards.” Google has revived wealthy playing cards into what Website positioning professionals name wealthy outcomes as we speak. Wealthy outcomes had been created to make a extra partaking expertise on Google’s search consequence pages. 

The results of wealthy outcomes is a crowd-pleasing Website positioning tactic that produces an average of 58 clicks per 100 queries. Wealthy outcomes are a dry and clean Website positioning transfer, with flavors of structured information sprinkled with schema markup alongside sweeter code of JSON-LD. 

Within the phrases of the 2022 Girls in Tech Website positioning mentor, Anne Berlin:

  • “For my cash, I’d suggest implementing your wealthy consequence technique from the get-go with as a lot element as doable to increase the window of time earlier than a change in coverage forces you to make an overhaul to return your website to eligibility for a wealthy consequence which was beforehand driving site visitors.”

Wealthy outcomes make a fantastic eye-opener and a fast win to begin a brand new Website positioning undertaking. And our want for Website positioning fast wins has by no means been larger.

Forward are 22 issues each Website positioning skilled must learn about wealthy outcomes.

1. Wealthy snippets (beforehand wealthy playing cards) are actually formally referred to as wealthy outcomes

Let’s be trustworthy: Google modifications names nearly as usually as Kanye West. As of as we speak, Kanye West’s official title is now Ye. It’s received a Cher and Madonna vibe to it. 

I digress.

When Google first launched what Website positioning professionals name wealthy outcomes as we speak, wealthy outcomes had been referred to as wealthy snippets, then wealthy playing cards.

Wealthy snippets and wealthy playing cards are wealthy outcomes.  

Should you name wealthy outcomes, wealthy snippets, or wealthy playing cards, you would possibly as properly begin speaking about your troll assortment from the ’90s. (Bear in mind yesterday? We had been so younger then.)

2. Wealthy outcomes, schema, and structured information will not be the identical

There’s a distinction between wealthy outcomes, schema markup, and structured information. 

The difference between rich results, schema markup, and structured data. 

Schema markup (additionally referred to as structured information kindat)

Google doesn’t describe precisely what schema markup is as a result of “schema” is part of a language from schema.org

Whereas schema.org is useful, Google clarifies that Website positioning professionals ought to depend on Google Search Central documentation as a result of schema.org isn’t targeted solely on Google search habits. 

Google refers to schema markup as “structured information format.”

Consider schema markup (or structured information format) because the language wanted to create structured information. 

Schema markup (or structured information format) is required earlier than you may transfer on to structured information. 

Structured information

Once more, in Google’s phrases:

Structured data is a standardized format for offering details about a web page and classifying the web page content material; for instance, on a recipe web page, what are the components, the cooking time and temperature, the energy, and so forth.”

Google Search Central documentation on structured data markup

Ryan Levering, a software program engineer at Google, breaks structured information down even additional.

Wealthy outcomes

In Google’s phrases:

Rich results are experiences on Google Search that transcend the usual blue hyperlink. They’re powered by structured information and might embrace carousels, photographs, or different non-textual parts. Over the past couple years we’ve developed the Wealthy Outcomes Check that can assist you take a look at your structured information and preview your wealthy outcomes.”

Rich Results Test update - July 2020

3. At all times use Google documentation as a substitute of schema.org 

Schema.org is commonly utilized by Website positioning professionals when writing schema markups. 

However the actuality is Google desires you to make use of Google’s documentation. Not stunning, proper?

Google’s personal John Mueller himself solutions this query in an episode of Ask A Google Webmaster

And Google straight states it in its Introduction to Structured Data documentation

Use Google's documentation
22 issues each Website positioning professional must know 39

4. There are 32 completely different wealthy consequence sorts

In Google’s search gallery for structured data as we speak, there are 32 completely different wealthy consequence sorts. 

The wealthy consequence sorts embrace: 

  • Article
  • Guide
  • Breadcrumb
  • Carousel (solely accessible for recipes, programs, eating places, and flicks)
  • Course
  • Dataset
  • Schooling Q&A 
  • Employer mixture ranking
  • Estimated wage
  • Occasion
  • Reality test
  • FAQ
  • Dwelling actions
  • How-to
  • Picture metadata
  • Job posting
  • Studying video
  • Native enterprise
  • Brand
  • Math solvers
  • Film
  • Podcast
  • Follow issues
  • Product
  • Q&A
  • Recipe
  • Assessment snippet
  • Sitelinks search field
  • Software program app
  • Speakable
  • Subscription and paywalled content material
  • Video

5. Google Search Console doesn’t help all wealthy consequence sorts in its report

Have you ever ever seemed on the Enhancements section in Google Search Console

GSC rich results report

The Enhancement report offers Website positioning professionals the chance to watch and monitor the efficiency of wealthy outcomes. 

Daniel Waisvery, Search Advocate at Google, shares how to monitor and optimize your performance in Google Search Console with wealthy outcomes. 

Sadly, Google Search Console solely gives monitoring for 22 out of the 32 wealthy consequence sorts. 

Google Search Console helps these 22 rich result types

  • Breadcrumb
  • Dataset
  • Schooling Q&A
  • Occasion
  • FAQ
  • Reality test
  • Guided recipe
  • How-to
  • Picture metadata
  • Job posting
  • Studying video
  • Brand
  • Math solvers
  • Service provider listings
  • Follow issues
  • Product snippet
  • Q&A web page
  • Recipe
  • Assessment snippet
  • Sitelinks searchbox
  • Particular announcement
  • Video

6. The Information Graph is a sort of wealthy consequence

Spoiler alert: the Knowledge Graph is a sort of wealthy consequence. 

You recognize, these belongings you see within the SERPs.

Bonus tip: Kristina Azarenko (featured within the data graph above) has an epic course with copious amounts of technical SEO knowledge. I’ve taken it, and I’m a greater Website positioning skilled for it. And, no she didn’t pay me to say this. 

Simply whenever you thought you might learn one other Website positioning article and never see “featured snippets” once more, right here I’m showcasing featured snippets. 

Featured snippets

It seems to be like Google will proceed to help this tactic as we’re seeing more FAQ rich results displayed in Google search

8. You may have a couple of kind of wealthy consequence on one web page

Video wealthy outcomes. Breadcrumb wealthy outcomes. FAQ wealthy outcomes. All nice issues on their very own. However higher collectively when utilizing markup on one web page. 

Are you able to guess what number of wealthy outcomes this product page from Keen Footwear has? 

Keen Footwear product page

Should you answered three wealthy outcomes, please pat your self on the again (and luxuriate in a digital hug from me). 

9. Wealthy consequence enhancements are ‘a factor’

Gosia Poddębniak from Onely wrote a great piece on rich results. He explains enhancements from wealthy outcomes completely. 

Basically, the wealthy consequence enhancements you may obtain are primarily based on the unique wealthy consequence you’re going after. 

For instance, job posting structure data has multiple properties like date, description, group, job location title, software location necessities, base wage, apply, employment kind, and many others.

The extra properties you full, the extra enhancements you might get in Google SERPs. 

10. Wealthy outcomes should be written in JSON-LD, microdata or RDFa

If you wish to be eligible for Google’s rich results, your markup needs to be in JSON-LD, microdata or RDFa. 

Gentlepeople, I offer you: the Googleys. It’s like making an attempt to be eligible for an Emmy, besides you’re solely eligible for a Google wealthy consequence. 

JSON-LD, microdata, and RDFa are linked information codecs. Paradoxically, JSON-LD is a type of RDF syntax. 

Mainly, these linked information codecs assist Google join entities to different entities to assist search engines like google and yahoo higher perceive the context. 

11. JSON-LD is the popular wealthy consequence format

It’s official from the Sirs at Google, JSON-LD is the recommended structured information. 

Why is JSON-LD the popular wealthy consequence format?

It’s straightforward to implement and doesn’t affect web page pace efficiency as a result of it hundreds asynchronously. 

Get the each day publication search entrepreneurs depend on.

12. It doesn’t matter the place on the web page JSON-LD is carried out

In contrast to many Website positioning-related code modifications, structured information format doesn’t must go within the <head> part of your web site. 

Structured information format may be positioned wherever in your web site. 

I’m reminiscing concerning the words of the legendary Oprah, “You get a automobile. You get a automobile.”  

So in honor of Oprah, that is your second of freedom. Sure, you get a wealthy consequence software. You don’t need to be an online developer so as to add markup to your web site. 

Should you’re utilizing WordPress, plugins like Yoast Website positioning or RankMath do it for you. 

Should you’re utilizing Shopify, there are instruments within the app store

Should you’re on Drupal or Sitecore (or every other enterprise web site custom-coded language), I’d suggest SchemaApp. 

Or, in case you’re into Google Tag Supervisor, you may add structured information with GTM. 

Simply watch out. After I spoke with Anne Berlin, Senior Technical Website positioning at Lumar, she shared that this could backfire on very gradual websites. 

  • “The place there may be an extreme quantity of (significantly render-blocking third occasion) Javascript on a website, the schema is probably not injected into the DOM earlier than googlebot’s render timeout window is hit, and it strikes on from the web page. So it is a generally used technique, and has a number of benefits, however necessary to bear in mind that there could periodically be detection or validation points when this technique is used on an already gradual template.”

The rich result tool is your buddy. 

On the danger of stating the apparent, this wealthy consequence take a look at software is – very helpful.

Principally as a result of now you don’t have to grasp what entities, predicates, or URIs are in relation to linked information codecs. 

Should you’re testing in a staging surroundings, take a look at with the wealthy consequence take a look at software. 

After your webpage is dwell, take a look at with the wealthy consequence take a look at software. 

15. In case your wealthy consequence violates a high quality guideline, it won’t be displayed in Google SERPs

Should you violate Google’s quality guidelines, the possibilities of your wealthy consequence showing within the search outcomes are about pretty much as good as Blockbuster making a comeback.

It’s not going to occur. 

16. You may obtain a handbook motion in case your wealthy consequence violates Google’s pointers

The one worse than logging into Google Search Console to see you’ve obtained a handbook motion is the nice Sriracha shortage of 2022

Repeat after me: I can obtain a handbook motion in case your web page comprises spammy structured information. 

Yet another time. 

I can’t inform you what number of shoppers I’ve labored with that requested me to markup evaluations and scores that weren’t made by precise customers. 

That is towards Google’s completeness guidelines, and you’ll obtain a handbook motion. 

17. Google won’t present a wealthy consequence for content material that’s not related

When you’ve got content material that’s not related, Google won’t show a wealthy consequence. 

For instance, in case your job posting is outdated after 3 months, Google won’t show a wealthy consequence. You should replace the job posting. 

Or in case you’re streaming dwell and labeling the published as native occasions, however it’s outdated. Google won’t show the wealthy consequence. 

18. If the wealthy result’s lacking required properties, it won’t seem within the SERPs

There are a set of “required properties” Google should have for the wealthy consequence to seem within the search outcomes. 

For instance, if you want to markup an article page, you have to the beneficial properties:

  • Writer
  • Writer title
  • Writer URL
  • Date modified
  • Date printed
  • Headline
  • Picture

If Google gives beneficial property choices, use them. 

Fortunate me, I’ve had the enjoyment of working with Berlin, fellow Website positioning and plant lover, who shared her ideas on beneficial properties. 

  • “When making a play for the added SERP actual property and CTR of product wealthy outcomes, it’s strongly advisable to meet extra than simply the minimal required properties. With competitors for on-line purchasing clicks and the related promoting investments heating up, product wealthy outcomes have been particularly risky this 12 months. The extra properties you have populated, the extra new and experimental wealthy outcomes you will qualify for as they’re rolled out.

One potential pitfall – learn the beneficial property notes within the Google pointers fastidiously. 

Should you’re marking up on-line occasions and simply scan the record and assume, eventAttendanceMode just isn’t required, you might miss that if this property is not outlined, Google interprets the occasion as taking place at a bodily location.”

20. Including wealthy outcomes on the canonical web page just isn’t sufficient if in case you have duplicates

Google states:  

“When you’ve got duplicate pages for a similar content material, we suggest putting the identical structured information on all web page duplicates, not simply on the canonical web page.”

This step usually will get skipped as a result of Website positioning professionals usually mistake that if in case you have a canonical web page, you’re golden. Sadly, merely including a canonical tag doesn’t imply you’re accomplished with the web page. 

21. When you’ve got a cellular and desktop model, add wealthy outcomes to each variations

Should you’re working an m.websitename.com and a websitename.com, you have to so as to add your wealthy outcomes to each variations. Search engines like google and yahoo deal with these as two separate web sites. 

No matter you do to the desktop model, you must full it on the cellular model. 

22. There isn’t a assure your web page will obtain wealthy outcomes

Properly… you probably did it. You added your product assessment structured information and examined it within the wealthy consequence software, however nothing occurs. 

The reality is there’s no assure Google will reward your web site with wealthy outcomes. 

Sure, this may end up in all the sentiments you felt when watching Probability and Sassy returning residence on the finish of Homeward Certain, ready for Shadow to seem. 

Should you’re fortunate, Google could limp your wealthy outcomes again residence. But it surely’s a ready sport. 

Get wealthy outcomes or die tryin’

Get wealthy outcomes or die making an attempt is a nod to the rapper 50 Cent and his relentless hustler mentality. 

In terms of implementing wealthy outcomes, you’ve received to tug your bootstraps up and get inventive to showcase a rags-to-riches story of what you are able to do earlier than and after wealthy outcomes. 

If SAP can see greater than 400% net growth in rich results organic traffic, you will get there too. 

However bear in mind this recommendation from Berlin:

  • “Relying on the kind of wealthy consequence being focused, you would possibly want to enhance a website’s inside linking setup or rally the group to outline its voice and mission on an distinctive About web page.” 

Wealthy outcomes are extra than simply the markup on the web page.

Wealthy outcomes require tact and a focus to element to reap the advantages. Simply bear in mind to pay homage to Google’s documentation shared above and “pour one out” for all rankings you’ve misplaced with out wealthy outcomes. 

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed here.

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About The Writer

Anna Crowe

Anna Crowe is a Frank’s Scorching Buffalo sauce advocate (main with apparent priorities), author, marketer and Website positioning nerd. Over the past 12+ years, Anna has efficiently run Website positioning and content material applications for manufacturers like Greenback Thrifty Rental, Marriott, Hilton, Hearst Journal, Mailboat Information, Philip Morris Worldwide, Bloomin’ Manufacturers and Brother USA and lots of extra. She enjoys burritos and puppies (in that order) when she’s not moonlighting as a soccer coach. https://annaleacrowe.com/

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