Wednesday, November 12, 2014

Structured Snippets - How to Use Tabular Data To Improve CTR of Ranked Search Queries

Don't confuse these with Rich snippets, Structured Snippets is a new feature that incorporates facts into individual result snippets in Web Search. It helps to extract and understand tabular data on the Web and displays particularly relevant data to users.

How This Works?

Google uses machine learning techniques to identify data tables on a web page as it has special functions to ignore other forms of tables like the ones used to format web pages. Further, the table data is filtered with the help of additional algorithms to determine quality and relevance based on the search queries.

Example of a Structured Snippet:

An example of a structured snippet for the query “superman”, is shown below:



As we enter the search query, the first result returned by Google is of Wikipedia. Now, notice 3 additional pieces of texts in the search snippet apart from the general snippet.

Created by: Jerry Siegel; Joe Shuster First appearance: Action Comics #1; ...
Place of origin: Krypton

This additional snippet consisting of the above information is a structured snippet whose information has been obtained by the right hand side table displayed in the Superman Wikipedia page.



Structured Snippets and CTR

Having structured snippets in the search results can surely help to boost CTR. So, addition of tables in the content that serves to enhance the relevancy and accuracy of the facts might get picked up by Google and displayed in the search results in the form of structured snippets. So folks, it's time to include tables within your content to unleash the power of structured snippets.

Also See:

No Rich Snippets For Low Quality Sites
How to Boost Up CTR of PPC Campaigns
Adword Quality Score
How to Fix Disapproved Ads in PPC?
Adwords Call Extensions
Loves Data Measures Dance Moves Using GA
Planning a Winning SEO Strategy
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