Snippets: optimizing according to the rules

A snippet is a block in the search results that contains basic information about the site. It depends on the snippets whether the user wants to click on the site or goes further. So, if there is incoherent text here, then you are unlikely to want to go to the resource. So, the snippet should demonstrate the interests of the user.

But to improve behavioral factors, they are performed not static, but dynamic, changing depending on the requested keywords.

Which snippets should be optimized

Title tag.

The page element that is shown in the title of the snippet. It should be up to 55 characters or 482 pixels: anything more will be visually "cut off". Here it is worth displaying the content of the page, but in such a way that the title as a whole remains unique. The title should also be attractive and clickable, encouraging action. Use the same techniques as when compiling contextual advertising ads. And of course - with the words arranged in the correct order. All spelling and punctuation techniques are used. The keyword for which the title is being optimized must be located at the very beginning and in direct occurrence. It is better to group keywords, rather than mention them in a list. Non-essential adjectives and stop words should be excluded.

Description meta tag . Google takes the description of your site from here. The optimal meta tag length is up to 150 characters (928 pixels). The whole essence of the page should be reflected here, and the description should remain unique within the entire network. Description: attractive for transition, well-designed, with the correct word order. This part of the snippet does not affect the ranking, so the keys here are just “beacons” for the user. By creating a description for Yandex, you can check which part of the text is used by the search engine, and then make it more attractive from the user's point of view.

Site address : URL or "breadcrumb", the chain that the user can follow from the main page to the current page. In Google, they are formed by Breadcrumb, and Yandex itself forms chains according to the structure and name of the links. Therefore, it is very important that links to the main pages are visible and clickable. An incorrect navigation path is corrected in Yandex.Webmaster or using the Google Search Console.

Favicon.

An image located on the left side of the screen, next to the title (in Yandex). The favicon attracts attention, making the snippet more clickable. Generators for them should not be used, it is better to upload a high quality image in *png format.

Contact information . Yandex provides a “place” for demonstrating the real address of the company, office hours, and so on. Such sites inspire more confidence, since doubts about their reality immediately disappear. You should register the resource in the Directory https://sprav.yandex.ru and pass moderation. Google also implies registration in Google My Business https://www.google.com/business/ ) . e-mail is used to confirm the address. After confirmation, the address will be displayed in the PS and on Google maps.

Domain name register . Yandex provides for possible changes to make the register more readable. There is a specific position for changing in Webmaster: https://webmaster.yandex.ru/site/name_case.xml .

Articles and product rating .

The rating is displayed for commercial sites, as well as for testimonials and reviews. Marking up the page with the “Product” markup can significantly increase the clickability of the snippet.

Do a simple snippet optimization and you will see how your site's click-through rate in PS has improved.