The Definitive Guide to the Google Results Page
continues to improve the information displayed on your search results page. Let us remember that in its beginnings, it only showed the Page titleand a small fragment (snippets) of text “representative” of the web. Over time, the information of the displayed results has increased, as well as its complexity.
Nowadays it is not strange to see links, maps, internal results, Photos or even videos. When we work for a client, we must cover and improve each and every one of those aspects. You have to work to get maximum presence on the results page.
Let’s say, for example, that our client is a business bachelor parties. get done appear on the first page of Google, searching for “bachelor parties” is pretty cool, right? But what would they tell me if we got a link normal (to homepage)three site links (reservations, dinners, and shows)appear in Map (with a location pin and company name)a sublink with “more results of” (the corporate blog)and a video (with a farewell that was recorded on the premises)? Well, much better! We would have neither more nor less than 8 links on the first page of Google!
Obviously, a situation like the one described would be an idyllic case, a utopia, which we could improbably achieve. But all these points must be worked on correctly, to achieve a maximum presence on the results page. My intention here is to make a guide, a summary of all the possibilities to increase the presence on the Google results page.
1. “normal” link
The one of a lifetime. The link with the title of your page, and a small snippet of text descriptive (snippets)which normally coincides with the first word(s) of html.
1.1 Breadcrumbs
To optimize and improve this information, we can program our website by implementing a breadcrumb system. (). In this way, Google will also embed the thread in the result as follows:
1.2 Rich descriptions
Any changes made to a classic link will be highlighted in view of the user, and we will gain visibility. One of the possibilities to have more presence in this type of links is the , a type of description rich in content. Currently it can be applied to results of .
To achieve these rich descriptions, the website must be programmed with metadata or markup formats. Google currently accepts microdata, microfragments Y RDFa. You can read my article for more detailed information and their implementation.
2. “More results from” sublinks
link shown under the main linkwith the only difference that it appears as a subresult, with more prominent indentation. Below it, there is a button with a blue cross, and the message “Show more results from…“. By clicking on it, more pages from the same site appear.
If the corresponding symbol is clicked, the hidden results are displayed through Ajax, so it is not necessary to reload the page, thus improving the user experience. More information in , in , and in .
3. Sitelinks
There are two possible sitelinks (not to be confused with the which look very similar)and with both we can improve our visibility on the results page.
3.1 First Result Sitelinks
Also called , these links appear in two columns below the URL of the first result of a specific search.
These links lead directly to the different pages that make up our website, with a maximum of eight links.
3.2 One Line Sitelinks
The are exactly the same concept as the first result sitelinks, with the difference that they appear just above the URL, and with the limitation that only four of them can appear, and all on the same line.
In both cases, these links cannot be established by the webmaster, but it is Google that is in charge of analyzing the structure of the web, to find the shortcuts that will save the user time. So, what we must do is establish a well-defined website structure through links, word density, and structure.
But although we cannot add these links, what we can do is delete some of them, if we consider that they are incorrect or irrelevant. To stop appearing, you must make the request with the Webmaster Tools (Webmater Tools), and follow .
4. Links to sections
Also called (not to be confused with the which look very similar). There are two types of these.
4.1 Direct links to sections of the page
Multiple links appearing in the search snippet (physically identical to the ) that represent the different sections within the same page. By clicking on them, you are taken directly to that section, even if it is half a page. We find this when we look for a more generic concept.
4.2 Direct link to the result
If the search we have done is more specific and concrete, Google will show us a “Go to” link, to directly access that point of the page.
Once again, these special links cannot be found easily, or at least not automatically, as they are generated automatically by Google. What we can do is make Google’s job easier, indicating the , to link the different anchor texts that you must have placed throughout the page.
The syntax for the table would be Section, and the syntax for the title would be Section. For sample, a button. Precisely this article is elaborated following this technique. The top right menu of the page titled “Article Content” is, in fact, a table of contents that links to each of the 6 sections (with their corresponding sub-sections) of this page. And the titles have their corresponding “name” identifier.
5. Map from Google Maps
It is increasingly common to see a small map of in the search results, showing places and businesses related to the search.
There are two possibilities for the Google map to appear. The first is by entering a geographic area in the search:
But now Google already goes further, and shows the results even if you don’t tell it any geographic area. Above all, if the nature of what you are looking for is a local business:
As we can see, although I have not told it where I am, Google “knows”. It’s a bit scary, right?
To appear there, you must optimize the possibilities of . It is not an exact science, since depends on many variables appear among the businesses that appear inside and next to the map. From the number of comments Y referencesto the percentage of information provided by the owner, the existence of Photos, videosthe sources of third party information that complement the tab, etc.
But according to Google, and , what is most valued is, of course, the relevance. In other words, most likely, the pages that appear in that precious position are not far from the first page for the search, but rather it is already there.
6. Images from Google Images
Strange is the situation where a Google search is entered, and no images appear on the first page. These images can also provide us with presence and visits, since by clicking on them, the user is directed to our page. (with a top frame from Google Images).
In order to be part of these positions, you must optimize images for Google. Starting with the “alt” and “title” attributes Of the label and being consistent with the file name, which must be relevant, of the type image-name.jpg. We can’t over-optimize either, or Google will pick up on it. Above all, it must be coherent and relevant. More information in this article (closed the website) of DoshDosh. Finally, don’t forget about your website, with XML tags
7. YouTube videos
Since the acquisition of YouTube by Google, it is increasingly common to see videos on the results page. We see what appears when searching for “chocolate cupcakes”:
In order for them to appear on the results page, many factors must be taken into account, although the most important are the following:
- Post the videos on YouTube. It is true that Google shows videos from various video hosting sites, but in the absence of an official list, it is better that you bet on the safe side, choosing the video hosting service of the search engine itself.
- Choose a meaningful video name according to the words you want to associate it with.
- Same for the video title. It must be meaningful, descriptive and relevant according to its content.
- The description is the point that you can take advantage of the most to play with the density of keywords. Take advantage, but without over-optimizing.
- Set the public permissions for the video. Do not expect Google to index it if it is not visible to the majority of users.
- Tag the video with the corresponding keywords in the tags section.
- Create a on your website with all the videos you have uploaded, so that your website is associated with the videos.
8. Final considerations
So, we see that the SEO either Natural Positioningit is much more than “going out” on the first page of Google, but it is about having the maximum presencethe maximum visibilitythe maximum number of linksand of course… the maximum relevance;)
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