Jo is a marketer at Papier, a stationery company that does most of their business online. Jo has noticed that Papier is falling behind their competitors in search results and wants to improve their ranking and clickthrough rate. How should Jo go about optimizing the Papier website for this goal?
- Add structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages’ meta descriptions.
- Implement a topic cluster content strategy to create blog posts and a pillar page on the topic of stationery.
- Submit their sitemap to Google Search Console and resolve any duplicate content issues and crawling errors.
Explanation:
Jo should prioritize adding structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages’ meta descriptions, as this option is correct for improving Papier’s ranking and clickthrough rate. Structured data markup, such as Schema.org markup, provides search engines like Google with additional context about the content on a web page, helping them understand the relevance and significance of the information. By implementing structured data to showcase reviews and ratings directly in search results, Papier can enhance its visibility and credibility, potentially attracting more clicks from users who see the positive feedback displayed prominently. Additionally, optimizing meta descriptions ensures that they accurately represent the content of the pages and entice users to click through by highlighting the unique value propositions of Papier’s products. This approach aligns with best practices in search engine optimization (SEO) by focusing on both technical optimization (structured data implementation) and content optimization (meta description optimization), ultimately improving Papier’s performance in search results and driving more traffic to its website. While implementing a topic cluster content strategy and resolving technical issues such as duplicate content and crawling errors are also important for SEO, they may not directly address the specific goal of improving ranking and clickthrough rate for product pages, making them less relevant for Jo’s immediate optimization efforts.
Structured data helps Google understand the content of your web pages more clearly, making them eligible for rich results. This is particularly beneficial for product pages, as it allows for the display of reviews and ratings directly in the search results, which has been shown to increase click-through rates. Additionally, well-crafted meta descriptions provide a concise summary of the page’s content, encouraging users to click through from the search results to the website. Both of these optimizations are crucial for improving Papier’s visibility and performance in search results, helping them to stand out among competitors.
Source: HubSpot Lesson: Optimizing Your Website for Rich Results