More visitors via search engines without improving or increasing the rankings? Snippet optimization is the keyword. When the search hits on your website are displayed optimally, more people will click on them. More traffic with consistent rankings.
Improved snippets lead to more clicks on the hits. Of course, this also has a positive effect on the total click-through rate of the project (everyone can understand this in the Search Console) and what that means, experienced readers have long known: better rankings through better user behavior. So a classic win-win-win situation (looks better, more traffic, rising rankings).
The easiest way to get to snippet optimization then, if you just tried how good the existing snippets are already. So you can see the potentials. SISTRIX GmbH has introduced a new snippet tool, in which exactly this workflow is mapped. Register a domain, read hints, reap the knowledge and plan the measures. Okay, the measures can not be planned directly in the tool, but until then everything is in it.
Let's take a look at the newly published tool. It's best to open the tool as well: https://www.sistrix.de/snippet-check/, Since SISTRIX in the Announcement in the blog the domain Serienjunkies.de As an example, I would like to use this here as well.
The SISTRIX snippet tool in the test
First, the domain is entered in the tool. Then comes – depending on the size of the project – very fast the delivery of the data. Here, first, the page title (title tag) and descriptions (Meta Description) are received.
In the case of Serienjunkies.de 14% of the 7,400 checked URLs cut off the page title because it is too long. Too long a page title causes Google to show only three dots (…) at the end of the title.
Since the page titles together with the description have the highest priority in the snippet optimization, every available pixel should be used here. In the next step, the little tool also shows matching examples of pages where the title has extra length and should be improved.
The same principle applies to the descriptions (meta description) of the documents. However, SISTRIX does not criticize the extra length, but criticizes too short information. For example, if the description fills only one instead of two lines. Because then the hit in Google is often overlooked and gets significantly fewer clicks than others. At SJ, there are as many as 12% of 7,400 analyzed URLs with too short descriptions.
How well the percentage fits the actual number of indexed pages should always be checked individually. With over 300,000 URLs as in this case, 12% would already be a decent amount. However, such limits can also be easily limited within the CMS automatically.
Often it makes sense that the page title gets its own input field and is not identical to the page heading in the document. So you keep the freedom of longer headings, descriptions, etc., but at the same time maintains its relevant for Google data.
reviews are another optimization point. Serial junkies already has content that can be rated by readers and also outputs the ratings. As a result, these are shown as star ratings in Google. Stars crowd in the foreground several times. For one, they are symbols, not letters and numbers. On the other hand, they are different in color and not matching the rest of the snippet. So they definitely catch the reader.
In areas where the competition does not use ratings, stars alone are an awesome eye-catcher to grab attention. Then it is no longer relevant if you are now ranked 2nd, 3rd or 4th. One is seen. Is wonderful to see in the Search Console itself.
Since the term “rating” can be influenced, one can use star ratings, for example, as a popularity scale for actor sites, etc. Here, a bit of creativity may come into play. And contrary to the widespread belief that you need to have a shop with products for reviews, a rating can actually be applied to news, reviews, etc.
Who has a community, should pay attention to the technical structure. If Google recognizes that it is a forum and can read out the typical data such as topics, posts, dates, etc., the search engine will gladly provide optimized snippets. A good example of what that looks like, I took here on the basis of the abacus forum.
Serienjunkies.de has this in some places in the project, but it is very rare in snippets to recognize.
Small note: Anyone who runs a blog and has a clear category and topic structure might also consider tweaking it to such an extent that Google uses the snippet extension for blog-level forums. Comments, etc., provide the basic data. 😉
recipes are the next point in the snippet optimization tool. There is the possibility to create structured data. This uses Google very reliably to represent recipes well in the results. If you like to see this in detail, take a look at Kochbar.de, Chefkoch.de or other cook and recipe pages. In Google this looks like this.
Since Serienjunkies.de has no recipes as content, the result is also in the tool accordingly.
videos or pages about movies and series, can also be enriched with other important structured data. Actor, running time, etc. are information that you can give the user directly in the snippet. Unfortunately, structured data for videos are barely found on websites.
Lists in the snippet are already a bit more often to see than video awards, but you can find lists often only when it comes to pages with appointments. For example, with listings of trade fair dates. Serial junkies rarely have lists in use because they need to be structured as tables. But I found an example of another page, as I think lists at Serienjunkies.de for very valuable and useful.
The result in the SISTRIX Snippet Tool looks like this.
Mini Sitelinks are the latest point of snippet optimization with the SISTRIX snippet tool. These are links directly below the description that Google pulls itself based on its own values. These little sitelinks usually come in threes in a row. Real influence on the site operator does not have and they do not always appear.
That would be the current data that can be viewed in the tool. I think it's definitely good, because it gives a very quick overview. But you have to control the data yourself at the end. At this point, I'm missing snippets from e-commerce. So structured data for product pages (inventory, price, delivery time, etc.).
And I miss the snippet with jump labels. Because these are a great addition directly in the description and can be realized for basically any content. Here's a screenshot what I mean.
The screenshot also shows mini-sitelinks at the same time. These are also all jump labels in this case and lead directly to the appropriate paragraphs in the ahrefs test report. You should definitely use such small things as they significantly influence the attention to the hit in Google.
A great tool which SISTRIX offers freely. For the future, I would like more snippets and, I wish that I can deactivate unsuitable snippets in the query directly. So recipes for Serienjunkies.de do not have to be displayed again and again. 😉
Otherwise, that's great and a real added value when it comes to snippet optimization. And hopefully every one of these operators will be on the screen. If you do not have that, then it will be high time.