SEO Rich Snippets for BigCommerce

How To Implement JSON-LD Structured Data

The landscape of eCommerce is constantly evolving with newer developments being made each day. Thus, for success, it is very important and crucial to stand out in search engine results. One such powerful tool that enhances your visibility and improves click-through rates is SEO rich snippets. This article will delve into what rich snippets are, how they work in the context of BigCommerce, and how you can implement them effectively.

What Are Rich Snippets?

Rich snippets are enhanced search results that provide additional information beyond the standard title, URL, and description. Rich snippets use structured data markup to display key details like product ratings, prices, availability, and more. By doing this, they offer users a quick insight into what they can expect from a webpage, thereby increasing the chances of attracting clicks.

What are the benefits of Rich Snippets

1. Increased Click-Through Rates (CTR): Listings with rich snippets are more successful in attracting more attention and clicks, as they provide more context and valuable information.
2. Improved User Experience: By presenting essential details directly in search results, users get allowed to make more informed decisions without having to visit multiple sites.
3. Enhanced Brand Visibility: Rich snippets  reinforce brand awareness by helping your brand stand out in a crowded search landscape.
4. Potential for Higher Rankings: While rich snippets themselves do not guarantee higher rankings, better CTRs and user engagement can positively influence your overall SEO performance.

How Rich Snippets Work?

Rich snippets function through structured data markup, which is a code added to your website’s HTML. This code helps search engines understand the context of your content. Here’s how it works:

1. You use schema markup (typically in JSON-LD format) to define specific elements on your page. For example, if you have a product page, you can mark up details like the product name and star rating.
2. And when search engines crawl your site, they look for this structured data. If they find it, they can extract relevant information to display in search results.
3. Then, once the search engine has indexed the data, it can present it in a rich snippet format, which enhances the standard search result display.

What are the types of Rich Snippets?

When it comes to eCommerce, several types of rich snippets can be particularly beneficial:

1. Product Snippets: They show information about a product, including name, image, price, availability, and reviews. This is crucial for eCommerce sites, as it directly impacts purchasing decisions.
2. Review Snippets: They highlight user ratings and the number of reviews for products. This helps to build trust and encourage potential customers to click.
3. Breadcrumb Snippets: They display the site hierarchy, helping users navigate through your website more intuitively.
4. FAQ Snippets: If you have an FAQ section, this can display common questions and answers, enhancing user engagement.
5. Article Snippets: For blog posts or articles, this can show the headline, author, and publish date, making your content more appealing in search results.

What is the Best Way to Use Rich Snippets?

1. Keep It Relevant: Ensure that the structured data accurately represents the content of the page as misleading information can result in penalties from search engines.
2. Update Regularly: If your product details change (like price or availability), make sure your structured data is updated accordingly.
3. Avoid Keyword Stuffing: Focus on providing clear and concise information by avoiding cramming keywords into your structured data, as this can be considered spammy.
4. Follow Guidelines: Adhere to Google’s structured data guidelines to ensure your rich snippets are eligible to appear in search results.

Case Study: Implementation of SEO Rich Snippets in Online store selling electrical fittings on BigCommerce Platform

Assessment and Planning:

• Conducted an initial audit of the existing website to identify areas where rich snippets could be beneficial.
• Defined the types of rich snippets to be implemented, such as product, review, and breadcrumb snippets.

Integration of Structured Data:

•  Utilized JSON-LD (JavaScript Object Notation for Linked Data) to add structured data to the website. This format is recommended by Google for implementing rich snippets.

•  Integrated custom scripts into the BigCommerce Script Manager, particularly for stores using Stencil themes.

<script type="application/ld+json">  {
  "@context":"https://schema.org",
  "@type":"Product",
  "@id":"https://www.hdtvsupply.com/1080p-4x4-hdmi-matrix-switcher-w-video-wall-function-over-cat6-to-450-feet.html#Product",
  "url":"https://www.hdtvsupply.com/1080p-4x4-hdmi-matrix-switcher-w-video-wall-function-over-cat6-to-450-feet.html",
  "mainEntityOfPage":{
          "@id":"https://www.hdtvsupply.com/1080p-4x4-hdmi-matrix-switcher-w-video-wall-function-over-cat6-to-450-feet.html#WebPage"
      },
  "name":"1080p 4x4 HDMI Matrix Switcher w/Video Wall Function over CAT6 to 450 Feet","image":"https://cdn11.bigcommerce.com/s-3p9pdd7p22/images/stencil/original/products/19361/163387/8x8_1_Row_of_Extenders__72926__90480.1713192573.jpg?c=1","sku":"4x4-MATRIX-CAT6","mpn":"4x4-MATRIX-CAT6",      "brand": {
          "@type": "Brand",
          "name": "WolfPackLite",
          "url": "https://www.hdtvsupply.com/wolfpacklite/",
          "@id": "https://www.hdtvsupply.com/wolfpacklite/#Brand"
          },        "category":["HDMI Matrix Systems w/Free Video Wall Processing/1080p HDMI Modular Matrix Switchs via CAT6 to 450'/Up to 8x8 HDMI Matrix Switchers via CAT6 to 450'"],  
                        "audience": {
                          "@type": "PeopleAudience"
                       },"description":"This WolfPackLite 1080p 4x4 Modular HDMI Matrix Switcher supports HDMI over CAT6 up to 450 feet. The chassis back plane allows various technologies to be converted and switched eliminating external converters and it allows any input to be routed to any output, or the same input to be routed to all outputs, or any combination with multiple technologies.\nHDMI EXTENSION (POE): HDTV Supply uses our exclusive LHDT (Long HDMI Distance Technology) to extend HDMI over Ethernet cables to 450 feet over CAT5e/6/7. …",
                      "review": {
                      "@type": "Review",
                        "reviewRating": {
                          "@type": "Rating",
                          "ratingValue": 4.7,
                          "bestRating": 5
                        },
                        "author": {
                          "@type": "Person",
                          "name": "Kent"
                        }
                      },
                      "aggregateRating": {
                        "@type": "AggregateRating",
                        "ratingValue": 5,
                        "reviewCount": 5756
                      },
      "offers":[
      {
          "@type":"Offer",
          "@id":"https://www.hdtvsupply.com/1080p-4x4-hdmi-matrix-switcher-w-video-wall-function-over-cat6-to-450-feet.html#Offer",
          "url":"https://www.hdtvsupply.com/1080p-4x4-hdmi-matrix-switcher-w-video-wall-function-over-cat6-to-450-feet.html",
          "offeredBy":
              {
                  "@id":"https://www.hdtvsupply.com/#Business"
              },               "price":"1550",
              "priceCurrency":"USD",  
                   "priceSpecification":{
                      "@type":"UnitPriceSpecification",
                      "priceCurrency":"USD",
                      "priceType":"ListPrice"
                      },
                      "availability":  
                      "InStock",
                      "priceValidUntil":"2050-01-01",
                      "itemCondition":
                         "NewCondition",
                      "shippingDetails": {
                          "@type": "OfferShippingDetails",
                          "shippingRate": {
                            "@type": "MonetaryAmount",
                            "value": 0,
                            "currency": "USD"
                          },
                      "shippingDestination": {
                        "@type": "DefinedRegion",
                        "addressCountry": "IN"
                      },
                      "deliveryTime": {
                        "@type": "ShippingDeliveryTime",
                        "handlingTime": {
                          "@type": "QuantitativeValue",
                          "minValue": 0,
                          "maxValue": 7,
                          "unitCode": "DAY"
                        },
                        "transitTime": {
                          "@type": "QuantitativeValue",
                          "minValue": 1,
                          "maxValue": 15,
                          "unitCode": "DAY"
                        }
                      }
                  },
                  "hasMerchantReturnPolicy": {
                    "@type": "MerchantReturnPolicy",
                    "applicableCountry": "IN",                    "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
                    "merchantReturnDays": 30,
                    "returnMethod": "https://schema.org/ReturnByMail",
                    "returnFees": "https://schema.org/ReturnFeesCustomerResponsibility"
                  }
              }
              ]                
  
   
  }  </script>

Testing and Validation:

• Used Google’s Structured Data Testing Tool to validate the implementation and ensure therewere no errors.
• Monitored the website to ensure that the rich snippets were correctly displayed in search results.

Monitoring and Optimization:

• Continuously monitored the performance of the rich snippets using Google Search Console.
• Made necessary adjustments based on performance data to optimize the snippets for better results.

Result:

• Increased CTR: The implementation of rich snippets led to a noticeable increase in click-through rates, as the enhanced search results attracted more users.
• Improved SEO Rankings: The use of structured data helped improve the website’s search engine rankings, leading to higher visibility.
• Enhanced User Engagement: Users were more likely to engage with the website due to the additional information provided in the search results.

Conclusion

BigCommerce SEO rich snippets are a powerful tool for enhancing your online store’s visibility and improving user engagement. By implementing structured data markup effectively, you can provide search engines with the information they need to display rich snippets in search results. This not only helps attract more clicks but also improves the overall user experience on your site. With careful implementation and ongoing monitoring, rich snippets can become a valuable part of your SEO strategy, driving more traffic and sales to your eCommerce store.