Google has announced some new additions to the way search results are presented.
Termed “rich snippets” the search results will show additional information and can help searchers jump straight to the point of relevance in longer webpages. Somewhat similar to a table of contents, it allows websites to break down their longer pages into points of reference
In the screenshot below we can see a search for “battle of Britain” and the result from Wikipedia. Traditionally, Google would bring back the most relevant URL, the Title and the description for that page. In the example below, we can see that there are additional jump points – Background – Opposing Forces – Luftwaffe stragey – RAF strategy.
Google has built these deep links by looking at the page structure, identifying that the Wikipedia entry has a ‘table of contents’ with relevant subheadings. As with most Google initiatives there is an air of mystery and guess work as “you won't see it on the results all the time — only when we think that a link to a section would be highly useful for a particular query.”
Here at The WebMarketing Group we are right on top of this breaking news and will be working with our clients to make sure we add this to our search engine optimisation (SEO) campaigns. Page structure and SEO is always key and keeping up to date is critical.
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