Rich snippets

When someone searches for a product in a search engine, it will show some ads and then what we call "organic results". These are the actual search results.

These search results are shown with a title, description and URL. This little "description" of the result is called a "snippet". There are usually 9-10 of these on the front page of Google or whatever search engine you use.

But sometimes there's more than just title, description and URL. There can be, for example:

• Stars from reviews
• Stock status
• Price of the snippet

If a snippet has more information than standard, it is called a rich snippet.

Rich snippets increase visibility in search results and increase your chances of getting a click from the searching user. So there's every reason to try and get them. When you get increased visibility, you will usually get more clicks (they say your CTR increases). When Google realizes that more people are clicking on your result, they will conclude "that's probably a better result" and you will slowly rise in the search results.

How do you get rich snippets?

If you want your snippets to be rich, you usually need to tell search engines something about your product. You've told users about price, stock status, etc. but this data is in very different places from one webshop to another. So in order for Google to read this data, you use something called structured data. This is where you organize the information so that search engines and other bots can read it.

This is no guarantee that you'll get rich snippets. But you can be almost certain that you won't get them if you don't have structured data.

On Shoporama, it is of course possible to implement all kinds of structured data. It's not necessarily only products you need to mark up. You can also mark up your January sale and Black Friday as "events". Not something that adds up to much, but it all counts.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.