This week’s #searchdrop looks into Google’s Rich Results Test upgrade, a new way to drive traffic via image search and how to track featured snippet clicks via Chrome using Google Tag Manager.
Google is officially moving the rich results test out of beta now that it fully supports all the Google Search rich results features, and in turn has deprecated the old structured data testing tool.
When the rich results test was introduced back in 2017 as a solution for testing rich snippets, rich cards and other ‘rich’ elements, it only had support for four types of structured data: recipes, jobs, movies and courses. If you wanted to test any other types of markup used on a page, you would need to use Google’s structured data testing tool.
Now however, the rich results test has caught up and can test for all types of markup that Google’s search results also support! Even though the original structured data testing tool will be sticking around a little longer to make the transition easier, it’s time to start getting to grips with the rich results test instead.
However, a lot of SEOs are concerned that the new rich results test isn’t supporting all types of schema citations, with others noting that the tool is slow and lacking the useful feedback which used to be visible in the structured data testing tool, such as being able to see where you’d make a mistake in your schema.
Perhaps these tweaks and improvements will come with time. For now though, Google emphasises the following benefits of the rich results test over the structured data testing tool:
Read more on Search Engine Journal.
This week, Brodie Clark published this article about how to track featured snippet clicks via Chrome using Google Tag Manager. Who knows how long this little trick will be around for however, as it seems to be something that Google is currently unaware of.
This hack allows you to see clicks on featured snippet URLs, in turn allowing you to generate a ‘x# of featured snippets’ and assign that to a site via Chrome when the highlighting is triggered. You can essentially see the exact part of a page where a lot of users are being directly taken to. By knowing where the highlight section is, we can then strategically place other elements close to this text based on our goals, such as CTAs and downloadable resources.
Google Images has seen an update this week that creates a new way for site owners to drive traffic with their images.
This is because Google is adding more context to photos in image search results in the form of quick facts about what’s being shown in the photos. Information about people, places or things related to the image is pulled from Google’s Knowledge Graph and displayed underneath photos when they’re clicked on so that searchers can explore topics in more detail.
The idea is that this added context will make images more appealing to click on, encouraging searchers to visit the webpage the image lives on, ultimately driving more traffic. Think of it a little bit like meta descriptions for image search results – however the facts appearing underneath will come from different sources because they are pulled from the Knowledge Graph.
Read more on Search Engine Roundtable.