Search Engine Optimization (SEO) strategy and best practices change constantly as search engines like Google continue to roll out new algorithm updates such as Panda and Penguin. The result is that brands and marketers can no longer take shortcuts. It’s all about building trust and driving quality website traffic that will impact the bottom line. This comes from improving click-through rates for organic search results, which is where the underutilized function of rich snippets comes into play.
A rich snippet is essentially just a small summary of the data that a user can expect to see on a webpage. Rich snippets have no direct effect on improving rankings, but they add significant value to an organic listing in the search engine results and can dramatically increase website traffic. They can come in the form of Google author information, ratings and reviews, event notifications and products.
Rich snippets improve click through rates dramatically by improving the appearance of the listing, providing more information to the user, and increasing real estate on the page for better visibility. They help verify exactly what the user is looking for, so when they click through to the web page, they are more likely to stick around. This reduces bounce rate and increases time on site.
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