Snippet is a short description of the site that the user sees in the search results. The search engine itself is engaged in compiling this element according to a certain algorithm, however, every webmaster has the right to make adjustments to the snippet.
Many developers do not pay due attention to snippet optimization, and in vain. With the proper approach, this element can significantly increase the conversion of the site by increasing the number of unique conversions from the search engine to the resource. The main ranking parameter is the behavioral factor. That is, from how often visitors click on a link to a resource, the authority of the site is formed and its position is increased.
Snippet Destination
The main task of the snippet is to inform the user as much as possible about the subject and content of the site even before he made the transition from the search engine. Based on this, we can safely say that the element is directly involved in the promotion of the site.
Depending on the search engine in which the resource is being promoted, you should adhere to certain rules on which the algorithm for creating a snippet is built. The most important is its length. If we look at Google, the developers allocate no more than 160 characters for the title. The Yandex search engine is more loyal in this regard and allows you to roam for 240 characters.
Such an insignificant length is due to the human factor. Being in search of the necessary information, the user will not want to spend a lot of time reading a long description. Most likely, he will just pass by.
Accordingly, when it comes across a short, but informative snippet, a transition to the proposed resource will be performed.
Difference of a snippet in "Yandex" from a snippet in "Google"
The structure of the Yandex search engine snippet is more extensive compared to Google. An element, depending on the scale, subject, authority and attendance, will have a wide range of settings and additional options.
In turn, as if trying to compensate for some imperfection, Google Corporation offers site owners integration on Google+. This allows you to increase personal ranking.
Here's what the snippet looks like in Google:
And this form has an element in the Yandex search engine:
Snippet is a site description automatically created by search robots , compiled according to a certain algorithm after a detailed study of the resource by bots. It is equally necessary for both owners and visitors. Thanks to him, the user gets the first impression of the site, and the more clearly and correctly organized snippet, the more clicks the resource receives.
Based on the importance of the snippet for the site, you should consider in detail the structural parts of the element: what it should consist of, what information to show the user, and what this will give the resource.
Favicon
The notion of a favicon is not known to everyone, although every user who has visited a search engine at least once with any request has seen it with their own eyes. A favicon is a small image (picture, icon) of a site, which, according to some optimizers, is absolutely useless.
This approach to snippets is extremely wrong, because the favicon is designed to highlight the site from the majority in search results.
Here is an example snippet using a picture:
But this is the kind of sites in search results without a favicon:
As you can see, the second option of showing sites is less attractive to the user's eye. Therefore, we can conclude that the snippet is a tool for optimizing the resource, which in tandem with the favicon draws more attention from users and increases conversion.
Title part
Since the snippet is generated automatically, the title is also selected by the system where the page title is the determining element. However, it may happen that the name exceeds the permissible number of characters and does not fit in the length of the snippet. Then the search robot will search for suitable information, in his opinion, in the headings and subheadings of the article (H1-H6) located at the specified link.
In addition, the name can be borrowed from text content on the page or Yandex.Catalog.
Short description
Since the snippet is an element that briefly characterizes the site, the description should be given the most attention. Based on the information provided, the user will decide on the transition to the resource. Accordingly, a correctly selected short description is a tool for improving the behavioral factor.
Here you should pay attention to the fact that the characteristic, as well as other elements, are added to the snippet automatically, so replacing them in the future will be very problematic. It is better to immediately carefully study the elements from which the description can be borrowed: title, description, description in the Yandex catalog.
The example clearly shows that between the name of the resource and the contact information is a description. The value of snippet in promoting a young resource is very high. The element helps users to notice a beautiful, properly organized site among hundreds of competitors.
Quick links and navigation bar
Depending on the site structure and user behavior, additional links to popular pages may appear in the snippet. This structural element significantly increases the level of site usability and user interest in it. Quick links make it possible to instantly go to the desired page. For example, if this is an information resource, you can immediately go to the news, photos, videos, blog and more. Quick links can be controlled by the owner of the site or the optimizer in Yandex.Webmaster.
If the site is large-scale, for example, it sells household appliances, electronics and other things, it has a complex hierarchy. For user convenience, the snippets of such sites contain the structure of the resource, for example: large equipment, small equipment, refrigerators, televisions, and more.
Contacts and social networks
If the site has contact information for connecting users with the administration, they should be indicated in the snippet. This is done through Yandex.Directory.
The same goes for social networks. If you have profile accounts, they can be added to the snippet. However, the decision to show the button of the social network or not is made by the search engine.
In addition, if the region is indicated in the contact information, and the user enters a geo-dependent query, the site’s position in the search results increase significantly. Therefore, it is recommended to register the location in the contacts of the site.
This is the most important information that should be in the snippet. In addition, you can add: cost of goods, date of publication of articles, use a saved copy.
And for culinary sites - to become a member of an affiliate program that makes snippets with pictures of dishes.
You should not ask how to add a snippet to a site, you should deal with its optimization, and it, in turn, will increase the conversion of the resource and improve the behavioral factor.