It so happens that high-quality content is poorly indexed and does not reach the top lines of search engines for a long time. The webmaster spends a lot of time to optimize the pages and opens champagne when the first transitions start to come.
Let’s say a page is in the TOP-5 for key queries, but the CTR is small. In such a situation, improving the snippet helps. You can add different elements to it depending on the content of the page, rewrite the title + description, insert emoji and monitor statistics.
In a new article, we will talk about such a useful tool as micro-markup. It can be used by both webmasters and affiliates who launch showcases for microloans or other types of sites.
What is micro-markup.
Microdata — a kind of language that social networks and search engines use to process rich data. For example, a webmaster adds Open Graph micro-markup for Facebook to the content, and when publishing a link to a page on a social network, the data is automatically pulled.
The most common use case for micro-markup — creation of extended snippets in Yandex and Google. By default, the block displays the title and page and its description, and in some cases a relevant picture may be displayed.
Micro-markup helps expand the amount of data in a snippet to grab the attention of users. The higher the CTR, the more chances that positions for relevant queries will grow over time.
In addition to the title and description of the page, the following elements can be shown in the snippet of search results:
rating stars; quick links that display the content of the page; data on the cost of goods; schedule of events; list of vacancies; number of reviews; information from the review with an indication of the author.
Microdata has been around for over 10 years, but the leading search engines have their own rules for processing it. For example, Google has been actively switching to JSON-LD in recent years, and Yandex is better at recognizing Schema.org and RDFa. Site owners have to find a compromise to get rich snippets in two SERPs.
The advantage of extended data is not only in increasing the CTR of the snippet. Microdata helps Yandex and Google find content faster and process it correctly. If the source code of the page contains micro-markup, for example, with vacancies, search robots quickly understand its essence.
Webmasters who have not yet used micro-markup, but are going to appreciate the benefits of the tool, will ask a logical question: «What if everyone wants to use rich data?»… Yes, such a situation is possible, but there are several nuances.
First, not all website owners want to spend time learning a new tool. It’s easier for them to work the old fashioned way and not worry about editing source code, validating and fixing errors. Secondly, search engines independently decide on the display of the extended snippet.
Yandex has more problems with extended data, micro-markup is encountered much less frequently in SERPs than in Google. In most cases, Google pulls it up correctly, but it may not appear in the SERP for a long time or periodically disappear.
It’s like a profit for affiliates — today is, and tomorrow is not even enough for «Doshirak»… It is impossible to predict the outcome of events in advance, because search engines are guided by their own principles. They can hide the extended snippet and show it only on holidays and even impose sanctions for spam in microdata.
There are several dictionaries of micro-markup, each of which is used for its own purposes. If you are actively working with social networks and search engines, you should pay attention to each of them.
One of the most popular semantic markup formats, which was launched back in 2010. Schema.org is used by webmasters for Yandex, because it correctly processes extended data and updates the snippet content over time.
There are a large number of elements that can be marked up with Schema.org and increase the clickability of a snippet. The number of clicks will increase and over time the page may move from third place to first.
The format is actively used for social networks. This is a Facebook development, but currently handles it correctly «In contact with», «Twitter» and other social networks. The main feature is that data from an external site is automatically pulled. All you have to do is paste the link into the text box, watch the preview and publish the post.
If there are no markup elements on the page, social networking robots independently select the content to display. Instead of the main picture of the article, they can take any image.
It is necessary to configure the automatic Open Graph micro-markup even if you are not going to promote content on social networks. Do not forget that users can post links to pages on your site and if the data is pulled according to the template, the appearance of the post will be attractive.
In addition to dictionaries, there are syntaxes, which are a way of using dictionaries. They differ in the way they mark up the data, but the output is the same snippet. The end result depends on how the search engines process the rich data.
RDFa and RDFa Lite — ideal for Yandex, and JSON-LD is very fond of Google. The latter syntax began to be actively used recently with the filing of the same Google. At the moment, tools that automate the creation of micro-markup allow you to choose a format for creating extended data.
If a webmaster wants to sit on two chairs at the same time, that is, to promote in Yandex and Google, then he will have to spend more time working with extended data. Yandex does not recognize JSON-LD, and Google recommends using this syntax.
If at this point you understand that you are completely confused in dictionaries and syntaxes, upload yourself the picture below. It closes all questions and provides a basic understanding of extended data.
For what tasks is extended data used.
Suppose that an affiliate marketer decided to launch a showcase for microloans. He bought a ready-made assembly from a programmer and slowly fills the pages of the MFI with content. Then he sees beautiful snippets in the search results and decides to make himself the same beauty.
We’ll help a newbie dive into the wonderful world of rich data and show you what you can markup to create a compelling snippet. The list will include examples that are most often used on information sites.
Bread crumbs — a navigation element that is more interesting to search robots than users. They show the relationship of the current page in relation to other sections of the site.
You can add micro-markup to breadcrumbs and then the names of categories will be shown in the search results, and not characters from the URL. Surely, you have seen such examples more than once in Yandex and Google.
By the way, Google is again ahead of Yandex in this regard. Breadcrumbs, issued through Schema.org or JSON-LD, Google pulls up much faster in the search results, and it is difficult to achieve a similar effect in Yandex.
If you create WordPress posts or «white» sites, use the ready-made breadcrumbs code from Dimox, which has gone through many years of practice and is very popular with Google. Within a couple of weeks after indexing, issued «crumbs»…
It is customary to divide longreads into sections for easy perception. The user can quickly scan the content of the page, select the desired item and follow the anchor link without manually scrolling.
If you run a typical WordPress article writer or are going to write MFI reviews on your storefront, be sure to install the content. To do this, you can use a ready-made solution from the WP-Kama portal. The code is also tested and has been beneficial to the sites for years.
Let’s say you decide to sell arbitrage courses that no one will buy. But it is necessary to make a website and arrange landing sites too. You can make it so that the price, rating and a short description of the product will be displayed in the search engine results.
Micro-markup of the Product type is used for this task. There are many ready-made examples of implementation on the network, but we cannot advise any specific one. In the following sections, we’ll discuss the tools that you can use to tag your product data.
FAQ, HowTo, Q&A.
3 new micro-markup formats appeared relatively recently and so far work only in Google. They allow you to mark up FAQ pages, step-by-step instructions and Q&A pages.
If there are no errors in the extended data, after a while the relevant block will appear in the Google search results. HowTo looks very impressive and takes up a lot of screen space. It remains only to bring the site to the first lines and you can squeeze the SERP.
The main advantage of the new formats is that they still have a wow effect for users, and not «banner blindness» as is the case with stars or bread crumbs.
If you are going to have multiple autograph sessions with followers, you can make extended data for events and tell search engines when and where the legendary affiliate will sign autographs.
When users search for information about an event, they will see a beautiful block with important information in the search results. All that remains is to build a route to the point of issue and pay for the entrance ticket.
Job portals and job sites often tag their content so that users can get information from the SERPs.
It is not difficult to mark up information about vacancies, but if you break Google’s rules, you will lose not only a beautiful snippet, but also high positions. Therefore, carefully check the page for compliance with the requirements and only then send it to the search engine.
How to create micro-markup without a programmer.
We got to the main question of the article, which interests many webmasters and affiliates. Those who have the money will pay the programmer to do the micro-markup and forget about the problem.
If you don’t have money and don’t like to dig into the code, use the tools that we will discuss below. They will help you implement almost any type of micro-markup in a short time. Some of them have paid versions with advanced features, but you do not need to buy them.
Plugins for CMS.
There are micro-markup modules for almost every popular content management system. If you use WordPress on your sites, there are at least 5 great plugins. The principle of operation is as simple as possible: install the module, set the necessary settings and enjoy a beautiful snippet.
Plugins allow you to choose the type of micro-markup for each page. For example, Product for products or Article for articles. After setting the global settings, you can safely add content and not dig into the code.
Popular micro-markup plugins:
. Convenient module with a high rating and a large number of installations. Supports popular extended data types and features a simple interface. In the PRO version for $ 79, 17 types of micro-markup are available. … Supports 12 types of micro-markup. These include videos, bread crumbs, and activities. … Supports 9 types of micro-markup. In addition to WordPress, the plugin is adapted for Drupal, Joomla and several foreign developers. … Plugin for creating microdata of the Review type. Great for review sites, you can beautifully design reviews of affiliates, tools for affiliates and other services. The paid version costs $ 87. … A paid solution featuring a large number of micro-markup types and a user-friendly interface. The cost ranges from $ 69 to $ 399 depending on the number of sites and the set of add-ons.
In general, plugins work according to the same scheme, but differ in interface and available capabilities. If you need new types of markup: FAQ, HowTo and Q&A can use the Rank Math or Yoast SEO SEO modules.
Services for generating code.
Plugins have an alternative — services that generate micro-markup code for integration into site content. Unlike plugins, they only automate one task. You still have to dig into the source code of the page. Or install a plugin that allows you to add code snippets on the post edit page.
There are enough services for creating micro-markup, so you can choose any one. Make sure it generates the correct code and the page is validated. Well, find a way to insert micro-markup into the source code. For WordPress, there is a solution in the form of Woody, Embed Code and other plugins.
. Supports 4 types of micro-markup. Differs in a simple interface and a minimum number of settings. We chose the type, filled in the data and received a ready-made code. … Generates 6 types of micro-markup based on JSON-LD syntax. … A foreign service that supports 13 types of markup based on the JSON-LD syntax. Works fast and gives tips on how to insert code. … The service has 13 types of markup based on the JSON-LD syntax. In addition to the standard Article, Event, new formats for Google are also supported. In the interface, you can see how the snippet will be displayed in Google.
It’s easier to work with services and you don’t have to pay, but there will be no automation. If you are going to create micro-markup on an ongoing basis and will publish a lot of content, it is easier to use a plugin.
How to check the correctness of micro-markup.
As they say «Traffic is easy to get but hard to monetize»… The situation is similar with extended data. If the micro-markup is made with mistakes, a beautiful snippet may not appear in the search results.
If you notice that the code from the service or plugin does not pass validation, it is better to find an alternative. Google may display an extended snippet, but will constantly send error notifications.
To check the correctness of the micro-markup, there is Rich Results from Google and «Micro-markup validator» from Yandex. Use any of these to test your extended data page and fix bugs before posting the micro-markup permanently.
Unlike Yandex, Google does not restrict the use of the tool for unauthorized users. Anyone can use Rich Results.
The interface shows the appearance of the extended data and errors that the robot has detected. It is advisable to eliminate all the shortcomings so that the service does not «swore» and showed no warning.
Microdata — a useful thing that is easy to use, but must be handled with extreme care. Google mercilessly filters sites that abuse or misuse micro-markup.
Use our recommendations to increase your CTR in search results with a beautiful snippet. Bypass competitors who don’t know how to set stars or mark up products.