What is a snippet
The short version of a website that appears on various search engines as search result pages (SERP) is called a snippet. The idea behind a snippet is to give the user an idea of whether the website matches their search intention and answers their question. If the user clicks on the snippet, they are taken to the corresponding landing page with the content they are interested in. The more attractive the snippet is designed, the higher the click-through rate (CTR). Snippets are formed from meta descriptions and meta tiles. Google displays the featured snippets particularly prominently. The short description shows users that they can expect relevant content with added value.
Text creation of the snippet
Most potential visitors use the snippet to decide whether or not to visit the website from the search result. Optimized, customer-oriented content is therefore very important. As part of search engine optimization, the website operator has a wide range of options for designing his snippet. However, the snippet can also be influenced via meta tags or meta data. The text length of a snippet is technically determined by a certain number of pixels. Consequently, the title of the snippet must not be longer than 70 characters and the so-called description has a limit of 156 characters. The snippet also includes the URL of the target page via which the user reaches the landing page.
Rich Snippets
Snippets that are enriched with structured data are called rich snippets. They give the search engine user additional information about the content they are looking for. This content is presented directly within the snippet. Such rich snippets are, for example Event information, availability, recipes, ratings or prices. The use of structured data is therefore a task of snippet optimization.
Snippet optimization
The click rate or CTR (click-through rate) should be increased by optimizing the snippet. The meta title and meta description are particularly important here. The description has a direct influence on the readers, but no direct influence when it comes to the search algorithm. The meta title is very effective for the ranking and should definitely contain the search term. However, it also serves to communicate with potential visitors.
An optimal short text creates trust with the user, promises a solution with regard to the search intention by clicking on the page and attracts additional attention. This is often realized through a combination of calls to action, relevant key points or special characters. Ideally, the website should fulfill the user’s wishes in order to keep the bounce rate as low as possible.
A well-optimized snippet is characterized by the fact that more users click on the search result and the CTR increases. This means that the search engine also realizes that the corresponding page is relevant for the keyword.
Featured Snippet
Above the organic results, in the list of search results, Google displays the so-called featured snippets as a markup. The content is generated by the search engine from the sitelinks and thus provides the user with a well-structured and comprehensive answer to their search query. As soon as the user wants to find out more, they go to the recommended website. It may also be the case that the user does not call up the landing page, which does not mean that the content of the snippet did not appeal to them. After all, the information from the snippet could be enough for the user.
Snippet extensions
The already known rich snippets are regarded as extended short summaries. You receive additional information that supplements the snippet text. This additional information should make it easier for the user to decide for or against a click and thus to be redirected to the landing page. The following contents are frequently used for such an extension:
- Pictures
- Recipes
- (Star) ratings
- Key figures
- Products
- Dates
The required microdata is highlighted in the source code. It is recommended to mark particularly attractive and, above all, meaningful additional information accordingly. Ideally, the summary will eventually become a featured snippet.
With the help of a generator or various tools, you can determine an initial, possible snippet of your own website.
