How does the snippet look like? Structure, meaning, example of a snippet. How do I add a snippet? Snippet is ...

Snippet is a short description of the site that the user sees in the issue on the search request. The compilation of this element is engaged in the search engine itself for a certain algorithm, but for every webmaster there is the right to make adjustments to the snippet.

Many developers do not pay enough attention to optimizing the snippet, and completely in vain. With proper approach, this element can significantly improve the conversion of the site by increasing the number of unique transitions from the search engine to the resource. The main parameter of the ranking is the behavioral factor. That is, on how often visitors click on the link to the resource, the authority of the site is formed and its positions are increased.

The purpose of the snippet

The main task of the snippet is to fully inform the user about the subject and content of the site before he made the transition from the search engine. Based on this, we can safely say that the element takes a direct part in the promotion of the site.

Depending on the search engine in which the resource is promoted, one should adhere to certain rules on which the snippet creation algorithm is built. The most important is its length. If we consider Google, then the developers allocate no more than 160 characters for the title. Search engine "Yandex" in this regard is more loyal and allows you to clear up to 240 characters.

This insignificant length is due to the human factor. Being in search of the necessary information, the user does not want to spend a lot of time reading a long description. Most likely, he will simply pass by.

Accordingly, when he gets a short but informative snippet, the transition to the proposed resource will be performed.

The difference between the snippet in "Yandex" from the snippet in "Google"

The structure of the snippet of the search engine Yandex is more extensive in comparison with Google. Element, depending on the scale, theme, authority and attendance, will have a wide range of settings and additional options.

In turn, as if trying to compensate for some imperfection, the corporation "Google" offers website owners integration into Google+. This allows you to increase your personal ranking.

Here's what the snippet looks like in Google:

And this kind of element has an element in the search system "Yandex":

Snippet is an automatically created by the search robots description of the site, compiled according to a certain algorithm after a detailed study of the resource by bots. It is equally necessary for owners and visitors. Thanks to him, the user develops the first impression about the site, and the more clearly and correctly the snippet is organized, the more transitions the resource gets.

Based on the importance of the snippet for the site, it is necessary to examine in detail the structural parts of the element: what it should consist of, what information to show to the user, and what it will give to the resource.

Favicon

The concept of the Favicon is not known to everyone, although every user who visited the search engine at least once with any query, saw it firsthand. Favicon is a small image (a picture, an icon) of a site, which, according to some optimizers, is absolutely useless.

This approach to the snippet is extremely wrong, because the favicon is designed to highlight the site from the majority in search results.

Here is an example of a snippet using a picture:

But this kind of sites have a search engine without favicon:

As you can see, the second version of the site display is less attractive for the user's eyesight. Therefore, we can conclude that the snippet is a resource optimization tool that, in tandem with the Favicon, draws more users' attention and increases the conversion.

The main part

Since the snippet is automatically generated, the header is also chosen by the system, where the defining element is the title of the page. However, it may happen that the name will exceed the allowed number of characters and not fit in the length in the snippet. Then the search robot will search for the relevant information, in his opinion, in the headings and subheadings of the article (H1-H6), located at the specified link.

In addition, the name can be borrowed from text content on the page or "Yandex.Catalog".

Short description

Since the snippet is an element that briefly characterizes the site, it is the description that should be given the most attention. Based on the information provided, the user will decide on the transition to the resource. Accordingly, a correctly selected short description is a tool for improving the behavioral factor.

Here we should pay attention to the fact that the characteristic, as well as other elements, is added to the snippet automatically, so replacing them in the future will be very problematic. It is better to immediately carefully work through the elements, from which the description can be borrowed: title, description, description in the Yandex catalog.

In the example, you can clearly see that there is a description between the resource name and contact information. The importance of a snippet in promoting a young resource is very high. The element helps users to notice a beautiful, properly organized site among hundreds of competitors.

Quick links and navigation bar

Depending on the structure of the site and user behavior, additional links to popular pages may appear in the snippet. This structural element significantly increases the level of usability of the site and the interest of the user. Quick links give you the opportunity to instantly jump to the desired page. For example, if this is an information resource, you can immediately go to news, photos, videos, blogs and stuff. Manage quick links can the site owner or optimizer in "Yandex. Webmaster."

If the site is large-scale, for example, it sells household appliances, electronics and other things, it has a complex hierarchy. For the convenience of the user, snippets of these sites contain a resource structure, for example: large equipment, small appliances, refrigerators, televisions, etc.

Contacts and social networks

If the site has contact information for communication of users with the administration, they should be indicated in the snippet. This is done through "Yandex. Reference".

The same goes for social networks. If there are profile accounts, they can be added to the snippet. However, the decision on whether to show the social network button or not, is accepted by the search engine.

In addition, if the contact information indicates a region, and the user enters a geo-dependent query, the site positions in the issuance are significantly increased. Therefore, it is recommended to register the location in the site's contacts.

This is the most important information that should be in the snippet. In addition, you can add: the cost of goods, the date of publication of articles, use a saved copy.

And for culinary sites - to become a member of the affiliate program, which makes snippets with pictures of dishes.

Do not ask yourself how to add a snippet to the site, you should optimize it, and it, in turn, will increase the conversion of the resource and improve the behavioral factor.