Rich snippets are called so as they are “rich in information”. Rich snippets, which are also called “rich results,” are normal Google search results that show more information about a particular product.
They contain more information after the URL and the description such as product images and critical item information that can impact customer decision-making (such as quantity, weight, price, shape or form, ratings and reviews received from customers, etc.)
Rich snippets can be enabled by using a rich snippets plugin or by coding it manually by using a structured markup language such as SCHEMA. To understand how a rich snippet differs in appearance, let’s look at a normal snippet first. A standard search snippet would include just a URL, a title, and a meta description.
Here’s an example from Temple Coffee, a coffee and tea subscription service that also sells coffee mugs and other related accessories.
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An example of a rich snippet, which includes an additional image, product information, ratings, reviews, and availability, is shown below.
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The Importance of Rich Snippets for Ecommerce
1) Boost your SERP rank indirectly
Rich snippets help your listing stand out by providing more information, which leads to higher CTRs. This allows you to rank better for specific keywords in the search engine’s result pages.
2) Get more traffic
The higher CTRs from the search results mean users find your ad highly relevant, and this will lead to an increase in traffic to the website.
3) Increase revenue
A combination of all the above factors will lead to increased conversions on the website, which in turn leads to higher revenue for the company.
Ecommerce Schema Markup Best Practices
Schema markup is what helps distinguish your products on a search engine results page by using rich snippets. By adding extra information through schema markup, you can ensure that the customer is informed of the product’s core features and how it will benefit him. Schema markup makes use of structured data only. Let us look at how you can amp up the schema markup process to derive maximum benefits from it.
1) Only include relevant structured data
There are several structured data pertaining to a product but only a few of those are relevant. Some of these are product name, color, dimensions, size, etc.
2) Focus on the essentials of the product
What does the product do and what problems does it solve for the end customer? The title and meta-description must present how they will benefit the customer. It must use a consistent set of keywords that are used across all communications.
3) Use unique identifiers for products
Use a unique identifier for each product when you are writing the schema markup so that it can remain distinct from others. The customer will also get the product he intends to use.
4) Avoid using conflicting or redundant information
Conflicts in the total number of ratings and reviews about the same product can create doubt in the minds of the customers and they may look at other options. Make sure every number, be it a dimension, a model number, or the number of ratings you received is consistent everywhere.
Let us look at the different types of rich snippets now. We will see how they are displayed in Google, how they are so creatively written, and why they are designed the way they are!
Types of Rich Snippets for Ecommerce Stores
1) Product Snippets
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Detailed product information in Google’s rich snippet can help attract clicks. In this type of rich snippet, Nisbet, the catering equipment manufacturer, shows us how with over 35000 products across 30 categories including cutlery, clothing, and reusables, Nisbet does not miss out on the finer details for each product. Every product has a meticulously laid out product information snippet, like the one above. Ideally, a product snippet must highlight:
- The exact name and quantity
- Specifics like materials and why it is reliable
- Dimensions of the product
- Suitable image of the product
2) Reviews Snippets
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Show off your product and its glowing reviews in a rich snippet. You can use stars to give a visual representation of the ratings you receive. Adding in the number of reviews can increase the customer’s confidence level as well. To this type of rich snippet, add in a description that matches what customers expect from your product now. Do it like Outstanding Foods, the first ever dairy-free cheese balls DTC brand.
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You can also go one step further and tell them how many people voted so that the customer knows how popular you really are. Dollar Shave Club, a men’s grooming care products brand does this brilliantly in their rich snippet. Also, add in a price tag for the product if you think people would perceive it as value for the money spent. You can also get some inspiration for how your product must be described from the reviews left by customers. Ideally, a review snippet must highlight
- Name of the brand and the product
- The description that you update regularly with changes to product and audience
- The image that resonates with the audience, is probably the most popular on Instagram
- On a scale of 1-5, the overall impact of the ratings and add in their number
- Adding in the number of votes will increase the customer’s confidence level
- Add in the price too if it presents great value or if you are running an offer
3) Offer Snippets
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Make your irresistible offer stand out with an offer snippet. Highlight in the rich snippet that a product is on sale, that it is a new product (if it is) and what kind of product it is, with the price. Everything you can do to create some FOMO (fear of missing out).
DTC activewear brand Sporcks uses an offer snippet just as it should be for its running socks. It features:
- The navigation bar improves searchability
- A product category that tells clearly what it is
- “On sale” tag that tells the product is on sale
- “Product is new” tag that reveals it has just arrived
- Price it is selling at to set the right expectation
- An image that accurately represents the product
4) Breadcrumb Snippets
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Breadcrumb snippets help search engines understand your page hierarchy and also improve user navigation. These come right at the top of the rich snippet above the title and next to the URL, just as Common Era, a DTC jewelry brand has placed theirs. The above snippet is generally simpler than other rich snippets and has a very compact description to match. Not revealing the price works well for them, as their products are generally priced higher. A lack of individualized description might help in this case too, as people who come here are fans of Greek Mythology looking for an emblem of their devotion to a particular god/goddess.
5) Organization Snippets
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Gain credibility and trust for your brand by opting for an organization snippet that tells the customer what you do and how you stand out from the rest. In the above example, for instance, Tecovas, a DTC brand that sells handmade boots tells customers exactly why they must choose them. They offer free shipping, returns, and exchanges on beautiful handmade shoes. These facts most certainly add to their appeal. Adding in the categories of boots in this rich snippet type makes it easier for the customers to pick what they like as well. An organization snippet must highlight:
- Products that the brand makes and why customers should buy them
- Values that the brand adheres to, such as sustainability and quality
- Anything else that will improve trust and credibility
- Product categories for easy navigation
- An appropriate image of the product that gels well with organizational values
In the image provided in the snippet above, a pair of hands hold a boot. This stresses the fact that these beautiful boots are actually handmade. The cardboard packaging stresses sustainability as well.
6) FAQ Snippets
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“The bigger the better” as they say could be true when it comes to taking up search engine space. Customers would appreciate it if you could provide them with a bird’s eye view of everything associated with your product in this rich snippet type. And this works especially well for brands that sell a single product. Take the case of Ice Barrel. They sell ice barrels big enough for a whole person to comfortably immerse in for some ice-cold water therapy. They have everything from FAQs to Reviews for the product in the rich snippet. The user can shop immediately as well. Would we have loved an image? Absolutely, that would be a great addition to this rich snippet type and make everyone want to go in for an ice bath!
7) Shipping Snippets
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Everyone loves free shipping. That’s a given. But you can’t buy something that is not in stock. If your product moves quickly, you must set expectations to help customers manage their timeliness and buy the product just when it is in stock. Nobody likes seeing a “Notify when in stock” button on the product page, especially when it’s impressive printed underwear like those from PSD. And we love that product description full of just the right metrics to define dimensions, utility, and quality!
Can this be improved? Of course, it can be improved by mentioning the shipping cost too. Free shipping is always welcome. According to Rakuten, about 54% of customers are likely to return to the same store for repeat purchases, if free shipping is offered.
8) Location Snippets
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Make your mark on the map, and yes, do it even if you are so popular that you don’t have to, like Nike! Nike’s Air Jordan Travis Scott special edition is available for pickup at the Owner’s HQ and they have given us an exact address. Great! Now those are some Nike that’s worthy of a reservation.
There’s so much FOMO in this particular Google-rich snippet that we are already headed to the location. When are you planning to drop by?
Could this location snippet get better? Absolutely, it would if a pin can be dropped at the exact location made available to the customer. This can be accomplished through a map service, such as the one from Google or Apple. An image of the Air Jordans would work just as well in bringing more traffic.
Wrapping up
If you want your business or product to stand out from the crowd and attract more customers, rich snippets are the way to go. Adding rich snippet markup to your site may prove more challenging than a regular one. If you do this, though, you will almost certainly see a rise in user clicks and activity. Including these rich snippets in your product marketing plan increases visibility, sales, and the trust and credibility you hold as a brand. A rich snippet could be your way of saying “this highway’s all mine” as confidently as ever in an online space that is getting more saturated as time passes. And if you get featured by Google, what more can you ask for as a DTC band?
