Analysing Your Website to Improve SEO: Analysing Website to Improve Its SEO by Pete Kendrick

Author:Pete Kendrick [Kendrick, Pete]
Language: eng
Format: azw3
Tags: Analysing Website to Improve Its SEO
Published: 2018-11-24T16:00:00+00:00

Understanding rich snippets (NEW)

There is a special form of page mark-up that search engines use to understand what different blocks of information actually contain. Plain old HTML simply describes to a browser how a piece of text should be displayed on the page. Rich Snippets or Schemas on the other hand, are ignored by the browsers. Instead, they tell search engines what a particular piece of data actually is. Here is an example, illustrated with perhaps one of the most common uses of rich snippets, recipes.

Let us go to Google and search for beef. Google has recipes that use beef, so it displays this recipe link over here. We will click it, and Google returns a page containing recipes with pictures in many cases. You will also notice these star ratings and in the left column we even have filters. We can tell Google to include or omit recipes with particular ingredients for instance, or specify the cook time or number of calories.

The only reason Google can provide all this is that the recipes have been tagged to the tell Google where the star ratings are, what ingredients the recipes use, how long they take, and so on. Now notice these links. In normal search results, as we learned in an earlier video, this text comes from the page's Title tag. In this case though it doesn't, instead it comes from the title of the recipe within the page. If we click here to open this page, then look at the page's source code, we will see that the page's title tag contains Beef Stroganoff Recipe, Paula Deen, Recipes, Food Network.

Back in the search results, the link merely said beef stroganoff, but if we dig deeper into the code, we find this; an h1 tag with the class named fn. This tells the search engines that the text in this h1 tag is the recipe title. We can find other components too, such as the recipe photo that Google showed us in the search results. In this case, it is class="photo". We have also got the name of the author, class="author", which Google didn't present in the search results, but perhaps it uses the data in some other way for ranking purposes for instance.

If somebody searches for recipes by Paula Deen, Google knows that this is one of them. On the other hand, Google has stated that they don't currently use this tagged data for purposes of ranking, so perhaps that is not the case. Google did show this text in the search results though. This actually comes from the regular meta description tag, in fact, which we looked at in an early a video. Google also showed us a star rating in the results page, and that was taken from this code and it found it here. It was marked up to indicate four stars.

Google also showed us some of the ingredients; flour, olive oil, butter, onion, and so on. Google found those ingredients in the code here. It omitted part of text and gave us a simplified ingredients list.

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