Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a user.
To control what shows up on Search Engine Results Pages (SERP) we can use structure data code to help Google (or Bing and Yahoo!) display search results in a more specific and much richer way—see Figure 1.
Structured data is code in a specific format, written in such a way that search engines understand it. Search engines read the code and use it to display enhanced results called rich snippets, i.e., images, maps, site links, definitions and other search refinements.
We help Google Search by providing the meaning of our content via structured data which is displayed as rich snippets.
What is a Snippet?
A rich snippet is the content that is displayed by Google when your page contain the correct structured data markup (code) used to define the snippet. You can add structured data markup to all sorts of content on your pages. The most common you’ll find are listed below:
- Site links – When someone searches for an exact domain Google may display sub-listings of up to 10 site links that guide users to a more comprehensive search results.
- Reviews – A review of an item such as a restaurant, movie, or store.
- Event – An organized event, such as musical concerts or art festivals, that people may attend at a particular time and place.
- Tweet – In 2015, Google began displaying tweets directly in SERPs, mixed in with organic results.
- Video – An online video, including a description and thumbnail.
- News article – A news article, including the headline, images, and publisher info.
How Structured Data is Added to Your Website
Structured data is added at the code level by your software developer. Once its implemented Google has a standalone resource called the Google Structured Data Testing Tool you can use to view your page's markup to see if it's correct.
Unfortunately, there is no guarantee that your page will appear in Search results with the specified markup. This is because search results depend on many factors, including the search device type, location, and whether Google Search thinks the result would provide the best search experience for the user.
But, when you add the structured data markup to your content it adds significant value to your search results.
When Google understands the content on your site better, it helps your site become even more prominent.