Google Introduces Structured Snippets: Importance of Structured Data and Eye Tracking Explained

Weekly Digital Digest
October 10, 2014
Weekly Digital Digest
October 17, 2014

Google Introduces Structured Snippets: Importance of Structured Data and Eye Tracking Explained

Post by Jennifer Hyla, Director, Performance Content As of September 22, Structured Snippets are now part of Google’s search engine results page (SERP). In an effort to become more streamlined and relevant to users’ search intent, Google has created Structured Snippets to incorporate facts directly under individual results on the SERP (see example below). This update will give searchers more information and clarity into the search results served by Google in an effort to diminish clicks on irrelevant links. structured snippets WIKIPEDIA AND WEBMASTERS One of the most popular and widely used structured data sites for webmasters is uses schemas, or structured data, to improve the display of results on the SERP. Within, you can markup a number of different elements including: logos, reviews and product information. Currently, many Structured Snippets pull in Wikipedia data. This is because Wikipedia structures its data into tables, which is a preferred method of extracting structured data. Webmasters should make note of this. When formatting a page with information, it is recommended to evaluate the data and see what the best format is (if a table is the best format, even better). EYE TRACKING with MEDIATIVE A new eye tracking study was released by Mediative, which specifically mentions mark-up data and how to get more focus on the SERP. Again, the importance of structured data is stressed to help engines crawl, index and rank a site’s content. Keywords, META descriptions, content and reviews continue to be a strong focus for both users and engines alike in ranking data. Important takeaways from the eye tracking study include:

  • People are viewing more search results during a single session. This should be no surprise since Google has made a lot of effort recently to display information people are looking for directly in the SERP so users won’t necessarily have to click through.
  • Position 1 in organic results still sees the most clicks (32.8%) according to this study. The 1 position in organic has always generated the most click through and I foresee this will continue to be the case as users are confident that Google (or other search engine’s) algorithms are generating the most relevant listings for their search queries.
  • Results lower in the SERP (organic position 2-4) are seeing more activity than previously. This is great news for brands that are not able to obtain that 1 organic listing because of high competition.
  • Users are looking for the top organic results regardless of where they are on the page. This is interesting because, with the inclusion of universal search, the SERP tends to be jammed with images, videos, news and even carousel results, but users are still looking for the 1 organic listing.

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