Rich Snippets and Microdata: how to enhance your online display?

rich snippets exampleSearch engines are going local. Google Pigeon update in July 2014 has changed our way of seeking information. Local content, addresses, phone numbers, business opening hours, reviews, definitions: all data is findable straightaway on Google first result page. HTML5 has brought new ways for search engines to collect those infos. Is your local content crawlable? Are your business details accessible on first sight? We will guide you through this article to set up a rich snippets strategy in order to improve both your SEO and your user experience.

What are Rich Snippets?

Rich Snippets were introduced by Google in 2009. They consist in complementary data – concerning events you are hosting, books you are selling, movies you are rating – that could be added to your website’s source code in order to be understood and displayed by crawlers. Different marking formats exist and are listed on Such a technique provide a pleasant display to your user, add a great value to your content and allow to differentiate from competitors.

rich snippets example

Example of Rich Snippets listing concert dates in a Google research

What has brought HTML5 and how to set up my Microdata strategy?

HTML5 has brought Microdata. Microdata is another specification for complementary data that has been created by the October 2013’s W3C working group in order to standardize Rich Sinppets. This format provide same features and functionalities as Rich Snippets but are easier to set up, more coherent, and offer a greater readability for developers due to HTML5 new global attributes. Here is an example of microdata used by Experts Marketing to make sure our address is well indexed:

<div itemprop="address" itemscope itemtype="">
<span itemprop="streetAddress">Gran Via de les Cortes Catalanes, 750</span>
<span itemprop="postalCode">08013</span>
<span itemprop="addressLocality">Barcelona, Spain</span>
<a href="tel:+34679957236">
<span itemprop="telephone">(+34) 679 957 236</span>

HTML5 Microdata code example

The fact that writing code is eased while web technology is evolving allow companies to reconsider their needs. Adding Rich Snippets is not as complicated as it used to be. It create new ways of browsing information, and improve day-to-day user experience. Everyone benefit from those changes:

  • Google offer a better service
  • Your company gain in visibility
  • Users’ research is simplified

Rich Snippets and Microdata do not break your conversion funnel: users are redirected to your website if they are interested by data being showed. Enhancing your digital strategy through rich snippets is easier than before and thus companies are starting to democratize microdata.

As we explained in our previous article, user experience is the new key to SEO. If you are willing to enhance your visibility and are considering microdata, don’t hesitate to reach us through our contact form. Experts Marketing is offering a free analysis to measure your online profile and advise optimizations: we are here to help you create and set up your next microdata plan.

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