How To Improve Click Through Rates on Your Search Results

Marketing writers, web developers and SEO experts may seem to each have separate roles in the website creation and optimization process, but the lines need to blur in order to truly optimize website and webpages for the best search results possible. Some knowledge of the work the others do is especially important in crafting the metadata and rich snippets that guide search engine results listings.

While microdata — the structured data that works with HTML to categorize and index the content of a webpage — isn’t directly linked to search engine results page (SERP) rankings, including it to provide enhanced rich snippets in search results has been shown to increase click through rates by 30 percent. (Click to Tweet)

Our advice: Writers, developers and SEO staff need to collaborate on the unseen data that makes search results more useful and more clickable. Download this Microdata, Schema and Rich Snippet Cheat Sheet for marketers so you will know what information to provide your web designer for the best results.