Are online merchants in a worse or better position than brick-and-mortar merchants in terms of acquiring new customers? eCommerce businesses thrive in today’s digital economy. Because as the amount of product information available on the web continues to grow, so do the tools available to assist shoppers in sorting through it all.
We’re discussing rich snippets. They’re how eCommerce merchants can increase engagement with their products even before a potential customer reaches the product page.
However, how does this operate? What is the difference between enhanced search results and rich snippets? We’ll familiarize you with both.
What Is the Difference Between Rich Snippets and Enhanced Search Results?
To begin, it is best to define rich snippets (also referred to as featured or enhanced search results).
To see an example of these search results, open your browser and conduct a quick search for a consumer good. Consider the search for AirPods. You’ll notice that the first listings include advertisements and links to online retailers where you can purchase this item.
On the other hand, as illustrated in the screenshot below, some results contain structured data that you can quickly skim through. This result is significantly more insightful than the previous one, don’t you think? It’s visible and catches your eye, which is exactly what rich snippets do.
What distinguishes a rich search results snippet from others is its ability to incorporate and conveniently display critical product information, such as:
- whether the item is currently available;
- the product’s price;
- a star rating on a scale of 1 to 5;
- a brief summary of the item.
This format provides significantly more value to the user. Additionally, it captures their attention. Indeed, a recent study found that featured snippets can generate a noticeable click-through rate share. We’re talking about well over 35%.
This is beneficial for eCommerce businesses, as increased organic traffic can result in increased conversions and a higher page ranking. Thus, you can optimize your online store for these terms in addition to your other SEO efforts, such as Core Web Vitals optimization. A Google update in 2021 elevated the importance of a website’s usability. This is one of the reasons why many online merchants have begun experimenting with headless commerce architecture and redeveloping their storefronts as progressive web applications. You can browse through these Magento 2 PWA examples to get a better sense of how they work.
How Are These Snippets Created?
Having said that, you can inform search engines about your products through the use of product schema. It can then be used to define microdata (that is, data that is not visible to the user) or JSON+LD (invisible). These should provide search engines with a clear picture.
Notably, the most popular eCommerce platforms, including Magento, Shopify, and BigCommerce, already support product schema for rich snippets by default.
You can always run tests using several Google tools to ensure that the data on your page is structured correctly and is capable of supporting rich snippets.