How to Use Rich Results for Ecommerce to Improve SERP Visibility

Search engine results pages (SERPs) are the first information users see when they search for a product or service, and it is critical to your business’s success. However, only 1% of marketers use rich snippets and thus their website is less visible in SERPs. This article will show you how to improve SERP visibility by using rich results correctly.

The “google search console” is a tool that allows for the management of Google’s search engine. The “google search console” can be used to improve SERP visibility by using Rich Results.

With Google’s evolution from a simple question-and-answer engine to a service that can use machine learning to provide the best solution for a user’s needs (especially with the introduction of RankBrain), search engine optimization must shift away from single-keyword applications and focus on the overall user experience.

In this post, we’ll go through the key pieces of information you’ll need to offer your prospective consumers in order to provide social proof, develop customer trust, and ultimately boost the number of people that visit your online business. We’ll concentrate on using structured data snippets to provide rich results for consumers, as well as share examples of businesses that have perfected these approaches.

What Does “Rich Results” Mean?

Rich results (sometimes called rich snippets or rich cards) are upgraded Google search engine result snippets that include interactive or extra imagery. Here’s an example of a SERP rich result:

How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPFor a Razer Blade Stealth Laptop, there are a lot of options.

Users and search engines have become more intelligent, and traditional SEO approaches will no longer enough to attract new visitors to your website. Consider the Razer Blade Stealth laptop, as an example. Best Buy’s item appears in position three, after two Amazon search results have drowned it out. Best Buy, on the other hand, is the only full wealthy outcome in our scenario, giving it greater credibility. The additional effort put in by this team to provide customers with all of the information they need to appropriately set their expectations will go a long way in this case.

Best Buy has made this listing suitable to show rich results such as breadcrumbs, aggregate rating, price, and availability by adding many kinds of structured data from Schema.org to this URL.

You may have come upon a rich result or two while searching the web for the finest Black Friday and Cyber Monday discounts for you and your loved ones without even realizing it. Previously called as “rich snippets,” these aspects of the search experience are the result of webmasters marking-up eligible items with structured data to give more context for search engines like Google, as well as additional information for searchers that may make or break the click-through.

BONUS TIP: While Google may not always take the meta description box seriously (as Yoast found in a 2018 research), it may be critical for demonstrating product benefits and differentiators for customers before they go through to the website. One thing that struck out to me in the sample above was the meta description for Best Buy’s offering, which included “extremely crisp images” and “512GB” hard drive capacity. These are the kinds of information that would win me over as a customer in a niche where technical specs are king, yet they’re missing from Amazon’s listings.

Focus on “hooking” the customer in the opening line and offering a compelling call-to-action (CTA) to flesh out the description while your team is generating meta descriptions for your eCommerce items.

As a merchant, how can I use rich results to my advantage?

If you’re acquainted with SEO, you’ve probably heard the traditional pitch: “I’ll get you to rank number one on Google.” What many of us will overlook till now is the question of “now what?” A number one position alone will not enough to pay the expenses. Sure, it’ll help, but now that you’re at the top of the search results, concentrating on the click-through rate on that search listing is what digital marketing is all about — constant tweaking and refinement to wring out the most results for the lowest costs. In fact, according to a Hubspot survey from 2018, 61% of marketers believe their top inbound marketing objective is increasing SEO and expanding their organic presence. And there’s a compelling rationale for it. According to a 2017 research by Jumpshot and Moz, SEO has the ability to produce 20 times the traffic of its sponsored equivalents when done effectively.

Make Yourself Stand Out Among Your Online Competitors

Even if you aren’t number one in the pack, rich results allow the typical eCommerce company to stand out. For example, if you were searching for “blue microphones yeticaster pricing,” which product in this listing would you choose?

1636674580_905_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPWith the knowledge panel and sponsored material, the Blue Microphones Yeti produced a rich outcome.

In this scenario, Best Buy has a lot going for them. They offer the product I’m searching for at the lowest price among rivals in the Knowledge Panel on the right, as well as an aggregate of 1,706 fantastic ratings. You’ll notice a beautiful breakdown of these reviews if you scroll down, and Best Buy is the first to appear:

1636674583_638_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPOn the Knowledge Panel, an example of aggregate ratings for the Blue Microphones Yeticaster Bundle.

Not to add that when I go through to their website, their organic search listing is set up to match and surpass my expectations. I know right away that the item is in stock, that it has seven 5-star ratings, and that I can anticipate to pay $199.99 or less for it.

Keep an eye on your online reputation.

Rich results provide a unique chance to create and maintain your brand’s reputation in addition to increasing clicks to your online shop. You convey the signal to searchers that you are trustworthy by advertising to them that many users have evaluated the specific product that is for sale. You also provide the signal that you are accurate in advertising and delivering items to paying consumers. I can’t speak for every internet shopper, but I won’t purchase a product 9 times out of 10 if there aren’t any reviews available.

What is the most important information for my customers?

1) Data Structured by Product

Search engines are extremely effective at analyzing content on a website and putting together a basic notion of what is available to the user, but as a marketer, you can guide that bot in the proper way. As a merchant, your first priority should be to ensure that Google recognizes your page as a product detail page (PDP) (as compared to a blog or resource guide). When the search engine clearly understands the sort of page you’re providing it with, it can better arrange your listing around the user’s purpose; this is especially essential now that we’ve moved away from keywords and toward whole ideas with RankBrain.

1636674585_592_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPA comprehensive search result for Christmas trees at The Home Depot, complete with site connections.

You can see that this page is clearly recognized to be a product detail page in the sample above from The Home Depot, which is selling Christmas trees. While the pricing and review rich results do not seem to be populating, there are site links that go to other product categories on the website that may be related to the user’s original search.

1636674586_912_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPBreadcrumb and aggregate rating factors are included in the results for Christmas trees at Lowes.

This listing from Lowes is an even better example of a firm that provides the same items previously stated and does an excellent job of indicating to Google that the aim of this URL is to sell a product. It’s worth noting that this search result includes information on the product’s physical measurements, an aggregate of customer reviews, and the breadcrumb navigation path that a visitor may follow to get there from the site.

While giving the user with as much information as possible before going through to your website may not immediately contribute to a better ranking, it will have a beneficial influence on your company and is likely to be future-proof as structured data becomes more relevant in the future.

2) Structured Data Aggregate Rating

Selling a product online without a customer review has become almost impossible, with over 80% of local company customers trusting online evaluations as much as a personal recommendation, and 69 percent of online users requesting more reviews from eCommerce shops.

In the example of the same Lowes.com item we saw earlier, the firm has utilized the aggregate rating snippet to claim not just that the product they’re promoting is excellent, but also that they’re a trustworthy online business by using comparable snippets on all of their listings.

As an online shopper like the rest of you, I acknowledge that I will not purchase a product until the firm offering it can show its commitment to customer transparency.

3) The Attribute of Price

Aside from social proof (or the aggregate rating), one of the first things that prospective consumers will check for is the pricing of the product and how it compares to other suppliers. 

1636674588_624_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPUsing product structured data, a rich result from above with a clearly defined pricing for a Razer Blade Stealth 13.3″ laptop.

Best Buy does an excellent job of conveying that the product is in stock and available now for $1,499.99 in the example above. Giving searchers the price, availability, and user rating all at once may have a significant impact on their choice to pick you as they continue their purchasing journey.

4) The Attribute of Availability

How disappointed were you when the thing you’d been admiring for months was no longer available when you arrived at the store?

Many people purchase online for the sake of convenience and to avoid the frustrations described above. You’re on the correct track to earning their trust and converting them into long-term clients by giving availability information in their initial impression of your internet company (organic search).

1636674590_91_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPA detailed search result for an iPad Pro at Best Buy, including information about availability.

5) Structured Data in a Breadcrumb List

Your users, like Hansel and Gretel, need to know where they’re landing (in terms of your website’s design) and how they got there. Additionally, given that search engines recognize your website’s objective is to offer a product, they want more information on how to arrange your selection of page listings.

1636674592_491_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPA detailed result for a 46-inch Samsung TV from Samsung, complete with aggregate ratings and breadcrumbs.

Breadcrumbs clearly explain the route the user and/or search engine would follow to arrive to this URL in the example above, with the path being Home > TV > All Televisions > Full HD & HD TVs.

The bottom line is that the better you can specify your website’s architecture for visitors and search engines, the more likely you are to benefit from this breadcrumb information.

6) Technical Particulars

Wouldn’t it be fantastic if you could provide your prospective clients as much information as possible without using any code snippets? You may now, as of lately! Below the meta description box, you’ll see an extra element that gives extensive technical data for the product listing. Customers may obtain a good sense of size, usage, weight, and other details before ever visiting the website thanks to this rich feature.

1636674595_786_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPYour development team’s implementation of snippets of code isn’t the only thing that goes into displaying rich results. Simply presenting technical parameters in an easily consumable style might result in positive search results.

The above example is what I would call the “ideal listing,” since it has all of the rich-elements that a product page may have and provides me, the user, with all of the tools I need to make a choice in the fewest number of clicks possible. No particular JSON expertise is necessary to get Google to show the technical characteristics of your items. It’s as easy as placing this information in a conventional HTML table or any other readily accessible form.

How can I get rich results from search engines?

Don’t panic; many eCommerce content management systems (Shopify Plus, Magento, BigCommerce, and others) allow you to integrate these elements on a global template rather than URL per URL.

To begin, use the product object as defined by Schema.org, the authority in structured data, to alert search engines that your sites include goods. This notation may be used to annotate existing on-site content (Microdata) or to run in the background (JSON+LD) and remain invisible to the user. Some of our other properties (price, availability, and aggregate rating) will be nested inside the product object after it has been created, giving search engines a clear image of what is on the page. Breadcrumbs may be an independent code snippet.

Microdata

Microdata is a kind of structured data that is used to add metadata to material that is already accessible to consumers on a website.

We can see that AT&T’s team has applied features described by the Schema.org website to assist search engines better comprehend this page in the form of microdata snippets in the example above from AT&T’s listing for the iPad Pro.

1636674598_263_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPAbove is an example of microdata for the Apple iPad search listing.

JSON+LD

JSON+LD (JavaScript Object Notation for Linked Data) is a means of integrating data together that is hidden from your store’s consumers. This is preferred by some retailers over microdata because it is less clumsy.

Using Best Buy’s listing for the Razer Blade Stealth 13.3″ Laptop as an example, we can see that their team has used JSON+LD to alert search engines that a product exists on this page without altering anything on the user’s end.

1636674600_794_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPAbove is a JSON+LD example for the Razer Blade Laptop.

Is it as simple as copying and pasting a few lines of code?

It varies, as any SEO veteran can tell you. Simply putting some code into your store’s product pages can provide search engines additional context and allow better understanding by bits, but it does not ensure that a rich result will appear for each of your search listings. Google has released the Rich Results Test to see if individual URLs are eligible for rich results. This tool is now restricted to the sorts of structured data listed below, but it will soon be ready to evaluate your products:

However, the search engine will still assess whether or not your website is deserving of these extra features. Focus on giving high-quality information to your consumers, and Google’s understanding of that information will most likely increase over time. 

Resources for Structured Data

If you were confused when we first began talking about code snippets, don’t worry; there are lots of fantastic tools to help you make sense of it all:

Structured Data Markup Helper from Google

All you’ll need to get started is the URL of the page you want to enrich using structured data. In the “URL” area, type the URL, then in the “Markup Type” section, choose product.

1636674602_648_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPHome of the Google Structured Data Markup Helper

1636674604_384_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPBest Buy Example of Razer Blade Stealth Laptop with Google Structured Data Markup Helper

When you click “Start Tagging,” you’ll be sent to a screen with a depiction of your URL on the left and a list of characteristics on the right. Choose the elements on the page for which you want to generate structured data and start tagging!

After you’ve completed specifying properties, click “Create HTML,” and the tool will generate the necessary Microdata or JSON+LD for you (you can toggle back and forth between the two types)

1636674607_10_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPThe Google Structured Data Markup Helper yielded the following code snippet.

Structured Data Testing Tool by Google

The Structured Data Testing Tool will come in helpful if you’re attempting to figure out why your website isn’t delivering rich results or if you’re seeking to evaluate a new structured data implementation. Simply type a URL or paste the raw HTML of a page into the box.

1636674609_339_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPHomepage of the Google Structured Data Testing Tool

The tool will display what it thinks you’ve given it and/or any faults it finds with your implementation:

1636674611_247_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPThe Google Structured Data Testing Tool yielded the following code snippet.

Other tools, like as Screaming Frog and Sitebulb, may verify URLs in mass, but Google’s tool tends to get the job done for the ordinary merchant.

Rich Results Aren’t an Afterthought; They’re Crucial to Your Online Success.

As search engines and the SEO industry shift from keyword execution to user intent planning, ensuring that your consumers’ expectations are satisfied when they click-through to your website from organic search is critical to your success as an online store.

Structured data will assist your top-listings perform better, and providing consumers pricing, availability, and aggregate reviews can help you create your online reputation with prospective customers.

Bonus Tip: If you’ve read this far and still want to improve your eCommerce store’s product objects, try adding new properties from the Product Ontology library. Many businesses aren’t leveraging this extra form of data, which might help search engines better understand what you’re offering to consumers.

Companies that are delivering outstanding results

Here are a few ideas to think about before you go. 

REI Co-op

1636674613_427_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPMany of REI’s listings are similar to this one, with a tidy, informative collection of rich features.

Dick’s Sporting Goods is a store that sells sporting goods.

1636674615_199_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPUse the 21,000 reviews you’ve accumulated! This is an excellent example of a business using user-generated material to its advantage.

Target

1636674617_810_How-to-Use-Rich-Results-for-Ecommerce-to-Improve-SERPWhen it comes to a highly competitive industry like home goods and appliances, it’s critical to stand out with impressive outcomes.

In the comments section below, please share your strategies for ecommerce rich outcomes.

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