results: 22 essential things every SEO professional should know //

Rick and Morty.

Hall and Oates.

Coffee and Bourbon.

Rich Results and Structured Data.

These four are the iconic duos. Only one of these duos can generate more than $80k in revenue after it is added to your site.

Google introduced rich cards on May 17, 2016. SEO professionals now call them rich results. Rich results were created in order to create a more engaging experience for users of Google’s search results pages.

Rich results are a crowd-pleasing SEO strategy that generates an average number of 58 clicks for every 100 queries. Rich results are a smooth and dry SEO strategy that uses structured data with JSON-LD.

Anne Berlin, the mentor for Women in Tech SEO in 2022, said it best:

Rich results are a great way to get started on a new SEO project. Our need for quick wins in SEO has never been greater.

Here are 22 essential things that every SEO professional should know about rich results.

1. Rich snippets, which were previously called rich cards, are now officially known as rich results

Let’s face it, Google changes its name almost as often than Kanye West. Today, Kanye West’s official title is Ye. It has a Cher and Madonna vibe.

I digress.

Rich results, as SEO professionals refer to them today, were first called rich snippets and then rich cards when Google released their first rich results.

Rich snippets are rich results, as well as rich cards.

Rich results, rich snippets or rich cards are all terms you can use to describe your troll collection dating back to the 1990s. (Remember yesterday? (Remember yesterday?

2. Rich results, schema and structured data are different

Rich results, schema markup and structured data are different.

Schema markup (also known as structured data form @)

Google doesn’t explain exactly what schema markup means because “schema”, which is part of schema.org, is not a description.

Although schema.org can be helpful, Google clarifies that SEO professionals should use Google Search Central documentation since schema.org doesn’t focus on Google search behavior.

Google refers schema markup to “structured data format”

Schema markup (or structured format) is the language used to create structured data.

Before you can proceed to structured data, schema markup (or structured format) is necessary.

Structured data

Google says it again:

” Structured Data is a standard format for providing information about pages and classifying page content. For example, on a recipe site, what are the ingredients and the cooking time and temperature?

Ryan Levering, a Google software engineer, further breaks down structured data.


Rich results

Google says it this way:

” Rich Results are experiences that Google Search offers beyond the traditional blue link. These rich results are powered by structured data. They can contain images, carousels, and other non-textual elements. The Rich Results Test has been developed over the past couple of years to help you test your structured information and preview your rich results.

3. Always use Google documentation over schema.org

Schema.org can be used often by SEO professionals to create schema markups.

Google is asking you to use its documentation. It’s not surprising, is it?

This question was answered by John Mueller, Google’s webmaster .

Google also explicitly states this in its Introduction To Structured Data documentation.

4. There are 32 types of rich results

Google’s search gallery today for structured data includes 32 rich results types.

These are some of the rich results types:

5. Google Search Console does not support all rich results types in its reports

Have you ever visited the Enhancements section of Google Search Console.

SEO professionals can use the Enhancement report to track and monitor the performance of rich results.

Google Search Advocate Daniel Waisvery shares tips and tricks to optimize your performance using Google Search Console rich results.

Google Search Console does not provide monitoring for all 32 rich results types.

Google Search Console supports these 22 rich result types:

6. The Knowledge Graph is a type rich result

Spoiler alert! The Knowledge Graph can be used to generate rich results.

These are the things that you will see in the SERPs.

Bonus tip Kristina Azarenko, featured in the knowledge graph above, has an epic class with a lot of technical SEO knowledge. It was a great course and has made me a better professional in SEO. She didn’t pay me for this.

You thought you could just read another SEO article without seeing “featured snippets again”? I’m here to show you featured snippets.

This tactic appears to be supported by Google as we see more FAQ rich search results in Google search.

8. On one page, you can have multiple rich results

Video rich results. Breadcrumb rich results. FAQ rich results. These are all great in their own right. It’s even better when you combine them.

You can guess how many rich results this product page from Keen Footwear contains.

Three rich answers? Please give yourself a pat on the back and a virtual hug.

9. Rich results enhancements are “a thing”

GosiaPoddebniak, Onely, wrote a fantastic piece about rich results. He clearly explains the benefits of rich results.

The rich results you can enhance are, in essence, based on the original rich outcome you want.

Job posting structure data, for example, has multiple properties such as date, description and organization. It also includes requirements like job location title, application area requirements, base salary, apply and employment type.

Google SERPs will show you more enhancements the more properties you complete.

10. Rich results should be written in JSON -LD, microdata, or RDFa

Eligible for Google’s rich search, your markup must be in JSON -LD, microdata, or RDFa.

Gentlemen, I present the Googleys. It’s almost like trying to get an Emmy but you can only be eligible for a Google rich search result.

JSON-LD and microdata are linked data formats. Ironically, JSON -LD is a type of RDF syntax.

These linked data formats allow Google to connect entities with other entities in order to better understand context.

11. JSON-LD is the preferred format for rich results

Officially, JSON–LD is the recommended structured information.

Why is JSON -LD the preferred rich format for rich results?

Because it loads asynchronously, it is easy to implement.

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” />
” />
” />
input type=”inlineEmail control rounded-0, w-100″ placeholder=”Enter business email here.” required=”” type=”email”/>

Processing…Please wait.


Terms.

12. It doesn’t matter on which page JSON-LD is implemented

Structured data format is not required to be in the SEO code, unlike many SEO-related changes.


Section of your website.

Structured data formats can be placed anywhere you like on your website.

13. Automate your markup with a tool

Reminiscing on the words by Oprah “You get a vehicle.” You get a car.”

This is your chance to be free, in the spirit of Oprah. You get a rich result. To add markup to your site, you don’t need to be a web designer.

Plugins such as Yoast SEO and RankMath can be used to enhance WordPress.

Shopify users can access tools from the App Store.

SchemaApp is a great choice if you are using Sitecore or Drupal (or any other custom-coded language for enterprise websites),

You can also add structured data to Google Tag Manager.

Be careful. Anne Berlin, Senior Technical SEO, Lumar, shared her concerns with me.

14. Always use the rich results test tool to test your hypothesis.

The rich results tool will be your friend.

This rich result test tool can be very helpful, even though it may seem obvious.

This is mainly because you no longer need to know what entities, predicates or URIs refer to linked data formats.

Test in a staging environment with the rich results test tool.

Test your website once it is live.

15. Google SERPs will not display rich results that violate quality guidelines.

You can’t get rich results in search results if you don’t follow Google quality guidelines.

It is unlikely.

16. If your rich result is not in line with Google’s guidelines, you can be subject to a manual action

There’s nothing worse than checking Google Search Console to see if you’ve received a manual response.

You can repeat the following: If your page contains spammy structured information, I can request a manual action.

Another time.

It’s hard to count the number of clients who have asked me to create ratings and reviews that were not made by users.

This is against Google’s completeness guidelines. You will be subject to a manual action.

17. Google won’t show rich results for content that isn’t relevant anymore

Google won’t display rich results if you have irrelevant content.

Google won’t display rich results if your job listing is not up to date after three months. It is your responsibility to update the job posting.

Or, if you stream live and label the broadcast as local events. But it’s obsolete. Google won’t display rich results.

18. The SERPs will not display rich results if they do not have the required properties

Google must meet certain requirements in order to display rich results in search results.

is an example of . To markup article pages, you will need to use the recommended properties.

Use Google’s recommended property options.

Lucky me, Berlin, a fellow SEO and plant lover, has shared her thoughts about recommended properties.

You should be careful when reading the Google guidelines about recommended property notes.

You could forget to mark up online events if you just glance at the list and consider eventAttendanceMode not necessary. Google will interpret the event as occurring at a physical place if the property isn’t defined.

20. If you have duplicates, rich results are not enough.

Google states

“If there are duplicate pages with the same content, we recommend that you place the same structured data on all duplicate pages, and not just the canonical one.”

This step is often overlooked because SEO professionals mistakenly believe that if you have an authoritative page, then you are good to go. However, just because you add a canonical tag to a page doesn’t mean that it’s done.

21. You can add rich results to both the desktop and mobile versions of your website if you have both a desktop and mobile version.

You will need to add rich results to both a m.websitename.com or a websitename.com if you have two websites. These are treated by search engines as separate websites.

You can do the same thing on the mobile version as you did on the desktop version.

22. Your page may not receive rich results.

You did it. It was easy. But, nothing happens.

Google won’t reward your website for rich results, but it is possible.

Yes, it can cause all the emotions you felt watching Chance and Sassy return home at the end Homeward Bound, while waiting for Shadow.

Google might send your rich results home if you are lucky. It’s a waiting game.

Get rich results or die tryin’

50 Cent’s motto, “Get rich or die trying” is a reference to his unwavering hustler mentality.

You have to get creative when it comes to implementing rich outcomes.

SAP can achieve more than 400% net increase in rich results organic traffic.

Remember this Berlin advice:

Rich results go beyond the markup on the pages.

Rich results are only possible with tact and careful attention to detail. Pay homage to Google’s documentation and “pour one in” for any rankings that you have lost without rich results.

The post Rich Results: 22 Things Every SEO Pro Must Know was first published on Search Engine Land.

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