Rich snippets provide additional structured data in search engine result pages (SERPs) for certain content types like reviews, people, products, organizations, and events. This can increase click-through rates (CTRs) for sites implementing rich snippets. The document provides examples of how rich snippets increased CTRs for product and blog search results. It also outlines how to implement rich snippets on a Drupal site using the RDF Extensions and Google Rich Snippets modules to add structured data fields and predicates for content types.

1. Increase Site CTR in
SERP Using Google
Rich Snippets
DrupalCamp Kyiv 2011

2. Gold Sponsor of
DrupalCamp Kyiv 2011

3. Silver Sponsors of
DrupalCamp Kyiv 2011

4. What Is Rich Snippets?
Additional info and markup in SERP for some content types:
•Reviews (individual and aggregate rating)
•People (photo, role, social networks relationship)
•Products (price, brand, availability)
•Organizations (address, telephone)
•Recipes (photo, total cook time)
•Events (date, duration, geo location)

5. Rich Snippets Examples

6. Rich Breadcrumbs And Rich Videos

7. Case #1. Sportswear internet shop
Keyword #1 frequency: ~5000 per month
SERP position: 5-6
CTR without rich snippet: ~5%
CTR with rich snippet (reviews + photo): ~9%
Keyword #2 frequency: ~600 per month
SERP position: 2
CTR without/with rich snippet: ~12% / ~14%

8. Case #2. Entertainment blog
Each second post includes funny video.
After adding rich snippet for video traffic from Google
grows more then 1.5 times.

9. How To Add It To Drupal Site?
Yesterday Today
We used Drupal 6 and hard We are using Drupal 7 with
theming (per node types) modules RDF Extensions
for creating reach snippets and Google Rich Snippets
markup. (for images markup).
Different node- But sometimes we need to
type.tpl.php with markup write some code (for
for every field. breadcrumbs).

10. Install Modules rdfx And richsnippets

11. Add The Content Type With RDF Options

12. Add Fields

13. Add RDF Predicates For Every Field

14. Add RDF Namespace /admin/config/services/rdf/namespaces

15. Create A Node

16. New Page For A User

17. New Page For Google (Testing Tool)
http://www.google.com/webmasters/tools/richsnippets

18. Related Links List
At http://goo.gl/3uTD3
Alexey Kostin (Russia)
@kostin
kostin@internetmarketologi.ru