Product Snippets – How to Test for Better SERP Visibility

Product Snippets are an important SERP feature for ecommerce websites, helping listings stand out by taking up more space in Google’s search results. The more space you take up in Google, the better your click-through rate will likely be.

It can also increase the quality of the click. A more qualified or informed visitor is likely to convert (buy), which is a good user engagement signal for Google.

Product snippet information includes:

• Ratings
• Review information
• Prices
• Availability

Product snippets are picked up by Google when you add product structured data (Schema) to your product pages.

Why SEO test Product Snippets?

Adding structured data to product pages can be a time-consuming and expensive process.

Running a proof of concept project on a subset of pages and measuring results as part of an SEO test can help you show the impact this structured data can bring to organic SEO results and get buy-in for a whole project rollout.

With SEO tests in SEOTesting, you can use the Search Appearance filter to test whether a structured data implementation, with the aim of getting Product Snippets, increases the visibility of your pages in the search results. This tracks whether there is an increase in clicks, impressions, and improves click-through rate.

This can be executed as a time-based test where you look at an individual page or group of pages before and after product structured data is added to a page:

The Search Appearance filter and Product Snippet value can also be used as an SEO split test where a control and test group of pages is formed, with the structured data only being added to the test group. You can then compare the performance of the control and test group of pages over the same time period.

If you already have existing structured data added to a page, SEO testing also allows you to experiment with how changes to the Product Snippets information around pricing, rating, and delivery policy impact organic performance.