One of the most important things for an online shop owner is to make the difference between his products and the competitor’s products in the search engine results.
For an average user, the Google’s search results represents a field from which can take choose any page. This is the main reason because a catchy description / snippet, can make the difference.
The best solution to atract the eye of the searchers is to have a better looking snippet, with a “call to action” description. This can be a real “magnet” for the visitors, which can choose your site instead of your competitors pages.
Schema.org provides a good solution for this problem: the structured markup (also labelled schema 101). With the help of this standard, you can add supplemental data in SERPs, like: rating stars, price, stock situation, the number of users reviews, the phone number, the store location etc.
Comparing with a “normal result”: the snippet is a big plus for the visitor because he can see some details regarding the product that you have in your store. Some tests suggests that the CTR can increase up to 30% after the implementation of the schema.org markup.This is a huge value and can attract a lot of targeted visitors to your website and to your product pages.
The snippetts and the SEO influence
A better CTR is most probably a ranking factor for Google. If you take this in consideration and the fact that the snippets improve the CTR, the logical effect is that the snippets will improve the SEO as well.
Some tests suggest this thing. Even if the test results are not real, a better click-trough-rate will improve the traffic, for sure. Basically you will have more traffic, even the positions of the site remain unchanged.
However, if you decide to implement this solution, you should be careful at some things like:
- the price – if is bigger than your competitor’s price, maybe is a good ideea to not display it;
- the stock situation – if the product is not in stock, you should not show this in the snippet, because the users will click on another results. If they are visiting your site, you can obtain a sale for another product, for example;
- the product rating – can negatively influence the CTR. If you have a good programmer, you can make some changes in the script of the site: if the rating is bigger than 3, you will display it in the snippet, if is smaller, you should not display it. This is just an example, you can test with different values to see which results you will obtain.
How to implement and test the structured markup
The majority of the commercial scripts have different ways to implement the structured markup technology. Some of them have the markup coming by default, for other scripts you should implement a module or you must hire a programmer, to code it. More info regarding the implementation of the schema 101 markup is available here.
If your competitors already have implemented the schema 101 markup, you can inspire from them.
Google also provides a free testing tool, available here. With its help, you can check if the implementation is correctly done or if you have any issues on the page. You can also check how to the page will look in the SERP when a search is performed. The “Preview” button is responsible for this action. In this way you will know what can make the meta description more attractive for visitors.
You can test the effect of the schema markup once the pages are recrawled and reindexed. We recommend you to monitorize the number of visitors on these pages to see which are the effects of this change. However, you can test with 3-4 descriptions until the click trough rate percent will increase.
Usually, the implementation of the schema markup can be done with ease, because the majority of the shop scripts already have a module / addon / plugin dedicated to this function. If your shop doesn’t have a module dedicated to this task, you can contact us. Our programming team is able to help you to implement the schema.org markup in your website.