Google is a far ahead of other product search engines when it comes to product searches. Amazon is basically a dedicated product search engine, but 35% of all online purchases start with a Google search. Amazon are trying to keep up, however Google has a few things that Amazon doesn’t.
Like rich snippets…
With the sheer amount of people searching for products and product reviews on Google, getting to the top of the SERPs should be a priority. Rich snippets give shoppers the ability not only to see products relevant to their search but also get their questions answered, read reviews and compare prices from one place.
That’s why, if you own an e-commerce business, you need to get start using Google rich-snippets.
The importance of rich snippets for e-commerce
Rich snippets are bits of code that make it easy for search engines to organise information. Type almost any product description into Google search and you’ll see at least one type of rich snippet appear. Therefore, having a rich snippet gives you an immediate boost to your SEO.
Studies show that having a rich snippet can increase click-through rates by 677% and drive between 20-40% more traffic than those product links without them. They are especially effective for e-commerce product links because consumers are highly visual when it comes to shopping – indeed, high-quality images sell better than products with poor-quality or no images.
Consumers want to see, compare and research before they buy, and snippets give them the information to do that. As a consumer, if you’re looking at the organic search results, you’re probably going to gravitate toward the one with the clear star rating.
Google’s rich snippets add a bit more to the product search experience and it’s important to note that there’s more than one type of snippet you can use.
So, here are 5 snippets you should try using.
1. Product Schema
Rich snippets involve the use of code called Schema Markup, or Schema which is code that showcases basic product information.
What makes it product schema is whether or not it features a product’s information such as colour, and size. There are many different ways you can list that information, some of which might be more helpful for your searchers. If a product has specific dimensions compared to similar products, for instance, you want to list that in your product markup. You don’t have to be an expert in coding – Google’s Structured Data Markup Helper is a bit more user-friendly. You can select the “Product” type and input the product page URL, and the helper will guide you through the rest of the process.
Once you’ve filled in all the relevant fields, simply click “Create HTML.” This will give you the code you need to copy and paste into your website. Adding the code to your website might be another challenge because you have to put the code in a specific place. Of course, if you still feel hesitant about using product schema, you can always bring in a developer to help you out.
Ensure that your product pages contain all relevant and current product details. If your product pages don’t list a price or include an image, for example, then your schema won’t work.
2. Reviews and Rating Schema
Around 90% of consumers will read at least one online review before they buy online, so adding reviews to your product schema is a great way to boost shopper confidence.
Sometimes these will feature product reviews from a specific URL listing, but if your product is being reviewed or compared on another site, this is a great place to showcase them. Reviews and rating schema don’t have to be this complicated. Just having a star rating next to your product may be good enough to attract interest.Indeed, the star rating is the number one factor used by consumers to judge a product or e-commerce business.
3. Price Schema
After product reviews and ratings, pricing is a big factor when it comes to purchasing decisions especially comparison shopping. Around 46% of online shoppers say they want more product price comparisons from e-commerce sites. The schema markup for price allows you to put that information up there. If someone is looking for a product based solely on the price, they’re going to eliminate the ones out of their price range so if your product fits their needs, they’re more likely to click, even if you have a lower star rating.
4. Product Availability Schema
Another piece of schema markup you may want to add is availability. For a customer, it is frustrating to find the perfect product only to discover that it’s sold out and you have to sign up for the waiting list. If someone leaves your page because your product is unavailable, there’s a chance they might never come back. Adding this code can really help your bounce rates, especially if you suffer from soft bounces – when someone is engaged on your site but doesn’t end up buying. Sometimes this is due to factors like pricing, but more often than not it’s the result of a product being out of stock, either fully or partially.
5. Video Schema
Video is a great marketing tool for e-commerce. Explainer videos and product videos help create engaging dialogue, explain complexities about the product, grab attention and help customers connect with a brand. So using Video schema is a great option if you’re already adding rich snippets to your product pages.
Using some or all of these rich snippets gives you an extra chance at getting ranked, and it helps your customers connect to your product, so why not give some a go?