Snippet means “snippet” and is used in online marketing as a term for the preview of a website in the Google search results (SERPs). Google enables various forms of presentation, for example:
• Rich snippets or
• Featured snippets.
By cleverly optimizing the snippet, the click rate can be positively influenced, which ultimately leads to more visitors.
What is the snippet made of?
Snippets are automatically generated by Google or can be determined by specifically designing the metadata (title, description and URL). If certain parts are too long to be displayed in the SERPs, Google will cut them off. The space available for title and description in the search results is also specified and limited by Google. Nevertheless, it can happen that the displayed snippet does not correspond to what would have been expected from the metadata and that Google creates its own snippet.
In addition to the metadata, other elements can also appear in the snippet, such as the date, rating stars or event dates.
In order to increase the click rate, the snippet should be optimized as much as possible. This means that the information presented should match the search intention and encourage you to click. This can also be improved with a question or an announcement. In some cases, a good snippet can generate more traffic than better positioned competitors. This can be seen in particular with rich snippets or featured snippets, when the so-called position 0 is reached (your own snippet slips in front of the actual position 1 in the search results). However, the snippet should not generate false expectations, as this leads to high bounce rates and such bad user signals have a negative effect on the SEO performance of the website.
The snippet optimization can also be supported by the use of various special characters, such as emojis, which are more noticeable in the SERPs. Additional effort can be worthwhile here, especially with highly competitive keywords. The snippet should meet the expectations of the user, catch the eye before all other search results or, for example, show seriousness, for example through rating stars or seals.
Featured snippets and rich snippets
According to polyhobbies.com, Google’s search results are constantly changing and, especially in the last few years, a development can be observed that Google is changing from an intermediary of web addresses to a provider of information. This is particularly evident in the fact that more and more questions are already being answered in the SERPs, for example through special snippet forms such as featured snippets or rich snippets. The consequence of this is that in many cases users no longer have to click on a website (so-called no-click searches).
Rich snippets extend the normal snippet with additional elements such as images, price information or rating stars. These elements can be built into the source code through special details. What counts is getting noticed in the search results and thus increasing the CTR. This can be achieved through original ideas, trust-building elements or simply eye-catching graphics.
With a featured snippet, visibility within the SERPs increases significantly. Particularly valuable about a featured snippet: By displaying it directly below the (possibly existing) paid and above other organic results, you reach position 0, so to speak.
The SERP snippet consists of a meta title and a meta description. Since this information is not only relevant for SEO, but also has an influence on the click rate, it is worthwhile to optimize the snippet in a targeted manner. Effective snippets contain the necessary information, call-to-action prompts, and icons to aid in website views.
Free snippet generators are available so that you can see a preview before creating the snippet and make maximum use of the available number of characters. The title and description consist of a maximum available number of pixels from which an approximate number of characters can be derived. Although this maximum length is changed frequently by Google, snippet generators offer valuable help with snippet optimization. For example, Google has experimented with significantly longer snippets in the past.