The search results displayed on search engines take their information from various parts of a website. Google will look for a meta description tag in the head of a web page. If Google does not find a meta description, it will use a portion of the first paragraph of the web page. If you want to control the text found in the search results, ensure you set a meta description for each page of your website. You can also add information to the search results using rich snippets. Read on to discover how schema helps add rich snippets to your website.

Structured data enhances search results

Developed by a collaborative community to provide structured data for the Internet, you can add an enhanced description to the search results of your website. All the major search engines (Google, Yahoo, Bing, and Yandex) incorporate schema microdata in their search results. The rich snippets provide extra information to search results. Although the court is still out on whether schema improves you SEO, studies show that having a schema on your website increases the click-through rates of search results.

Schema adds context to your web pages through the addition of microdata items. The most popular microdata items are itemscope, itemtype, and itemprop. Itemscope and itemtype tell search engines what your web page is about. The itemprop microdata connects website elements to schema microdata. For instance, you can have itemprop items that tell the search engines that the element contains your business name, address, email, phone number, or hours of operation. Search engines will incorporate the information found in the microdata to add rich snippets to search results.

Google shows you how

Google provides helpful information on how to create structured data for your website. Use this website when developing structured data for your website. You can manually add microdata to your web pages using a standard text editor. Also, there are several good plugins that add schema microdata to your WordPress website.  Which option you use will depend on the type of website you have.

The next time you do an online search, look for rich snippets. The structured data is coming from the schema information added to web pages. Use rich snippets to create a better search result display and improve the click-through rate of search results.

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