Google’s research team have discovered that when additional data is shown with the research results, users are more likely to click through to a website. So, for instance, if in a news story about a vending machine for pizzas,
additional information is added to the search results about the value of the vending machine industry in Europe, this will capture the interest of a specific audience who will then seek further commercial information. Those looking for a local vending machine that sells pizza will be unlikely to be interested about the value of the European vending machine sector!
For those using Google site search, rich snippets offers the opportunity to customise results to include structured data embedded in pages, for instance graphs, images, video, ratings etc within search results, and obviously this means that searchers can be directed to the appropriate information more easily by offering a taster of what they will find on that page or within that area of the website.
Currently, Google Site Search is only offering snippets which include reviews and people, and the roll-out of further ‘snippets’ of useful info will be gradual. However, it is a step in the right direction in producing search results of relevance that can be immediately spotted within the SERPS by a searcher who knows precisely what they information are looking for.