The next time you perform a search on Google, look at the of the search results. For search queries structured as a question, Google typically displays a box of content with relevant information pertaining to the question. Known as rich snippets, it’s become invaluable digital real estate for webmasters. So, what are rich snippets exactly, and how do you rank for them?
Overview of Rich Snippets
Rich snippets, also known as answer boxes, consist of text and an image from a web page that’s relevant to a searched question. Millions of people use Google to find answers to common questions. In addition to organic listings and paid AdWords ads, Google may also display a rich snippet at the top of the results page. Here, users can find answers to common questions without jumping from site to site. If you perform the search “how to tie a tie,” for example, you’ll see a rich snippet above the organic listings revealing the steps to tying a tie.
How Google Pulls Rich Snippets
It’s a common assumption that Google pulls rich snippets from schema markup or structured data, but this isn’t necessarily true. The search engine giant actually has an algorithm that automatically selects the most relevant result to use as a rich snippet. And while Google has yet to announce the exact algorithm it uses for snippets, there are ways to optimize your site and increase its chances of displaying in a snippet.
Focus Content on Questions
If you want your site to rank for Google’s rich snippets, you should focus your content around questions. After all, rich snippets are essentially answers, so you must provide the answer on your site in order to rank here. Use a keyword research tool like AdWords Keyword Planner to uncover common questions asked by your site’s audience. You can then publish new pages on your site surrounding these questions. Try to include the question as the page’s title and/or subheading.
Create Short Answers
It’s also recommended that you create short answers on your site. One study found that the ideal length for Google’s rich snippets is 45 characters. If you publish answers that are longer than 50 characters, Google may choose to display a different site in the snippet. Keeping your answers short increases your site’s chance of appearing in a snippet.
Of course, you should also conduct other search engine optimization (SEO) processes on your site, including the use of a relevant title tag and meta description. With a little work, you can boost your site’s organic search ranking while also making it rank as a snippet.
