Extended snippet in Yandex. Yandex.Extended snippets. What are rich snippets in Yandex?

In order to provide the user with additional information even before visiting a site in search results, systems such as Google and Yandex have created extended snippets. They also help highlight higher-quality sites that are ready to innovate and develop.

They themselves represent a search result that has been expanded thanks to one of the add-ons. Each search engine has its own systems, as well as its own rules for connecting them.

Information will also be provided on all possible variations of these add-ons, as well as how to obtain them.

In Yandex today there are a huge number of different extensions for search results so that users can get maximum information about the site and choose the most suitable one from the presented options.

The Turbo icon can be obtained only after connecting a special YML file in the webmaster in the “Turbo pages” - “Sources” section. More information about the technical component of this file https://yandex.ru/support/webmaster/turbo/ .

Rich Spippets on Google

Google also provides rich descriptions to get detailed information about a site or page.

The most common ones are quick links. They allow you to bypass the main page and get acquainted with additional materials or information. They greatly expand the answer in the search results and help you stand out.

A recently appeared list of replies, showing the latest comments directly in the search results. Useful for forums, response sites and question/answer services. Shown only in mobile search results.

The AMP logo is awarded to sites whose content will load instantly. Appears only in mobile search results.

Prices, delivery times and other attributes for selling goods. They provide the opportunity to select the appropriate site for purchasing the selected product directly from the list of answers.

A library of views, when you can create a page in search results for each type of material, including:

• Recipes;
• Movies;
• Vacancies;
• Data set;
• Products;
• TV serials;
• Activity;

We provided general information about the snippet and the rules for creating it in the article “Snippets: how to force search engines to show the snippet you need.” Today we will talk about the advanced capabilities of Yandex, which can make this element of your website even more attractive.

Take a look - which of the proposed options do you like best?

a) Generated taking into account Yandex settings:

b) Or created automatically, without any additional settings:

I think the answer is obvious: the first option shows more useful information.

Now, let's figure it out...

How to set up a snippet in Yandex?

Method number 1. Using the Yandex.Webmaster service

1. If you have not yet added your site to Yandex.Webmaster, then it's time to do it. The process is simple, just follow the instructions.
2. After adding the site and confirming management rights, go to the “Site Content” section → subsection “Products and Prices” → “Get Started”.
3. Fill in all the necessary data: contacts, region, etc.
4. Prepare YML files in which you describe your product or services. This is the data that will be shown in the snippet.
5. Go to the “Data Source” tab and specify the path to the YML file.

Pros: quite simple, the service helps you fill out all the data correctly step by step.

Cons: firstly, every time information about the company changes, you will have to go to Yandex.Webmaster and change the settings; secondly, these settings do not apply to other search engines. And if your snippet is good in Yandex, then, for example, in Google it will still be just as dull. Another disadvantage is possible problems with creating YML files: you need to know a lot of nuances so that the file is created correctly and taken into account by Yandex.

Method number 2. Using microformats.

A microformat is a semantic page markup format. Those. special attributes are added to the usual HTML code of the page, which “hint” to robots what exactly is written in each block of text. And the robots place this information in the appropriate section of the snippet.

For example, this is what the address encoding from the example above looks like:

Popular microformats:
hCard - contact markup microformat
hRecipe - microformat for marking up culinary recipes
hReview - microformat for review markup
hProduct - microformat product markup

Pros: fill out the micro markup correctly once and use the result; changes to the original information are made quite easily.

Disadvantages: microformats are not always supported by other search engines, and on Google you risk being left with a regular snippet.

Method No. 3. Using Schema.org semantic markup.

The principle of operation is the same as that of microformats for Yandex - we add the appropriate Schema.org micro markup attributes to the site encoding and get the desired result. The only difference is that this semantic markup is supported by all major search engines.

Pros: universal markup for major search engines. Making changes to content is not difficult at all.

Disadvantages: it is difficult for beginners to understand all the attributes of micro markup on their own, so it is necessary either to entrust this task to a specialist, or to spend twenty hours of painstaking work studying, coding, and testing.

Which method of generating a snippet in Yandex to choose is, of course, up to you. We, as a rule, use the third, universal method, and help adjust snippets for our clients based on semantic markup Schema.org. If there is interest, then we will work some magic on your site -

A snippet is a small piece of text relevant to the user’s query, used by search engines to briefly describe the contents of a website page in organic results.

Creating beautiful website snippets plays a big role in SEO promotion. Taking the TOP position in the search results does not mean that users will go to your site. To do this, it is necessary to increase the CTR of the document (click-through rate), which can indirectly affect the ranking.

How can a snippet affect CRT and what reasons lie in the user’s desire to click on your site in the search results? The decision to click is determined by the information contained in the short description; the more accurately it answers the user’s request, the higher the chance of making a click.

Therefore, the optimizer’s task is to work on increasing the CTR of a document in search results by creating attractive snippets, which can ultimately increase site traffic by 2 or more times.

How to create an attractive snippet

Before we start creating snippets, let’s look at what it consists of:

• Favicon;
• Title;
• Breadcrumbs;
• Description;
• Quick links;
• Address and phone number, link to map;
• Rating.

Title Title

The main title of the document that influences the formation of the Title snippet. It is an important component of ranking and allows the user to understand whether the document matches his request.

Rules for composing a title:

• Main keywords must be used;
• Reasonable length up to 12 words;
• Must describe the main essence of the page in cases of cropping in search results;
• Must be unique for each page of the site;
• Indicated in the section between the HTML tags Your title.

Meta description tag

The description tag is involved in generating a snippet description for Google search. For Yandex, it is often not a rule to formulate a description. The description tag should complement the title header and provide useful information to increase click-through rates.

Writing rules:

• Must be different from title and start differently;
• The optimal length is 160 characters;
• Must be unique for each page;
• Has an occurrence of the main keyword phrase.

Create descriptions that are more attractive to the user, use numbers, and list benefits.

To highlight the snippet against the general background, you can use special characters.

Quick links

It is impossible to create them yourself; you can only influence their appearance. Some tips on how to make quick links in a site snippet:

• Logically clear site structure with easy navigation;
• The title title matches the h1 and the name of the link leading to the section;
• The main sections of the site can be accessed from the main page;
• If the link is formatted with an image, enter the alt of the image.

Micro markup of the organization

Marking up contacts will allow you to correctly display information about the organization in Yandex and Google. Example of organization markup in JSON-LD:

( "@context" : "http://schema.org", "@type" : "Organization", "name" : "Title", "url" : "https://site.ru", "logo" : "https://site.ru/ logo.png", "address": [( "@type": "PostalAddress", "addressLocality": "City", "streetAddress": "Address" )], "contactPoint " : [( "@type" : "ContactPoint", "telephone" : "+7-000-00-00-00", "contactType" : "customer service" )] )

Micro marking of bread crumbs

The breadcrumb markup makes the snippet more attractive; section names appear instead of the usual URL addresses. The example shows what a marked navigation chain looks like.

Example code for creating breadcrumb markup:

( "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ ( "@type": "ListItem", "position": 1, "item": ( "@id": "http://www.site.ru/", "name": "Home" ) ), ( "@type": "ListItem", "position": 2, "item": ( "@id": "http://www.site.ru/article/", "name": "Articles" ) ), ( "@type": "ListItem", "position": 3, "item": ( "@id": "http://www.site.ru/article/pro/", "name": "Programming") ) ]

How to change a snippet into a search result

Changing snippets as a result of Yandex and Google is not an easy task. For Yandex, they are mainly formed based on fragments of page text.

To do this, it is necessary to initially identify which snippet is generated for the user’s request. We enter a search query and look at the result, then we find a piece of text on the site and change it to a more attractive one, leaving the main keyword.

We wait for the page to be reindexed and check again. The process is quite time-consuming and it is not always possible to achieve the desired result the first time.

Snippets for Yandex

In this section, we will analyze which snippets are present in Yandex and what needs to be added to make it more beautiful and attract the user’s attention.

Favicon

Favicon is a website icon measuring 16x16px displayed in the browser tab and next to the title in Yandex results. Additionally, it attracts the user's attention and slightly increases CTR.

The favicon should be designed in the colors of the site, display the company logo or carry a semantic meaning.

It should be located in a section inside a tag, example:

Yandex directory

The directory allows you to add the organization's address in the Yandex snippet, phone number and location on the Yandex map, as well as the organization's starred rating based on the reviews left. You can add many branches to one domain by combining them into a network. It is also possible to link several website pages on the same domain, with different contact information.

With a vital search, the user can see information about the organization’s field of activity, a map, opening hours and leave a review about your company.

Products and prices

Allows you to display prices in a Yandex snippet for online stores and service sites. To create it, you must use a special structural description that contains information about the product, its price and delivery region.

To create a product snippet, you need to fill out information about the company in the Yandex Webmaster section > Site information > products and prices, and prepare a YML file.

Snippets for Google

The Google search engine has its own set of snippets. Let's look at the most commonly used ones and how to create them.

Product card micro markup

Complete information about the product will attract more user attention, and he will be more willing to click on the link that indicates the price, description, availability and rating.

You can also use markup with price listings for product categories; this is a great way to immediately show prices from and to for certain groups of products on the site.

To create a product snippet in Google, json-ld micro markup is used. The example shows an option with a price listing:

( "@context": "http://schema.org/", "@type": "Product", "name": "Executive Anvil", "image": [ "https://example.com/photos /1x1/photo.jpg", ], "brand": ( "@type": "Thing", "name": "ACME" ), "aggregateRating": ( "@type": "AggregateRating", "ratingValue" : "4.4", "ratingCount": "89" ), "offers": ( "@type": "AggregateOffer", "lowPrice": "119.99", "highPrice": "199.99", "priceCurrency": "USD " ) )

Micro markup article

If you run a blog on your website and engage in content marketing to attract potential clients, then you cannot do without this markup. It will visually highlight the snippet with rating stars and the number of reviews.

Markup example:

("@context":"http://schema.org", "@type":"Article", "name":"Title", "description":"Description", "mainEntityOfPage":"True", " author": ("@id":"/avtor=Avtor", "@type":"Person", "name":"Name"), "image": ("@type":"imageObject","url ":"site.ru/1.jpg"), "publisher": ("@type":"Organization","name":"Name", "logo":("@type":"imageObject"," url":"site.ru/user-image.png")), "articleSection":"Tags", "datePublished":"2018-06-25", "datemodified":"2018-06-25", " aggregateRating": ("@type":"AggregateRating","ratingValue":"3","bestRating":"5","ratingCount":"1") )

Conclusion

By regularly working on editing snippets and making edits, you will achieve good click-through rates and contribute to the growth of positions by improving behavioral factors.

First of all, work on attractive titles and descriptions, this will attract the right audience and reduce the bounce rate. If your goal is not just to get to the TOP, but to increase traffic to your site, then constantly analyze your competitors and do better. That is why, in our comprehensive website promotion, we include work on snippets.

A snippet is a small piece of text that we see on the search results page along with a link to the site. Previously, the snippet contained only text, so all 10 addresses that we saw on one page looked almost the same. Search engines were the first to think about how to solve this issue: to show the user as much information as possible about the resource they are looking for in the search results, so that they can immediately go where they need to go. For digital marketing, a snippet is an important tool in the fight for user satisfaction. How to quickly compose a high-quality and comprehensive snippet? Just recently, digital agency PlayMedia published a detailed infographic, “10 Ways to Use Rich Snippets for Google,” which is our top recommendation. Read about how to apply this knowledge in practice in our post today.

Should I work with the snippet now?

First, let's look at the current trends to decide how relevant it is to work with snippets in general - is the game worth the candle? How relevant is working with snippets now and is it worth our time and effort, albeit small? We go to Google Trends and look at the graph of the popularity of the query “snippet”:

Here we see that in Russia we can trace the dynamics of growth, starting from 2010 to the present day. The next step is to try to roughly “estimate” how relevant this will be within the framework of search engine promotion and site promotion. To do this, let’s turn our attention to the dynamics of the popularity of the query: “site promotion”. Comparing the popularity of these queries will help us track the process of growing demand for advanced management of snippet generation:

Here you can see that with a certain increase in the popularity of the snippets topic, they have never been one of the primary trends in the matter of website promotion in search rankings. You can “play around” with the queries “traffic”, “volume of external links”, “positions” to see that the main attention, of course, was concentrated on them.

Even taking into account the fact that there are large fluctuations in the popularity of the request “site promotion” and the formation of this graph clearly does not include fluctuations in the popularity of the search engine itself, one thing can be said for sure - Since 2010 and to the present day, the correct formation of a snippet has been an integral part of website promotion!

What does this give us right now? By making our snippet as user-friendly as possible, we can bring it to our website, even if we are not in first place in the TOP, while other promotion specialists have not yet gotten around to snippets.

HOW TO COMPOSE AN EXHAUSTIVE SNIPPETS?

Method 1: Influence the snippet title

For header search results PM most often uses title of the document itself(Title). If it is too long, the PM selects the fragment that most closely matches the meaning of the given request.

Important: Write the Title using a keyword that is literate from the point of view of the Russian language. Make the headline readable and include a call to action. It should be clear to the user from the title what awaits him on the site.

Method 2: Influence the snippet text

Snippet text in Yandex

To form page descriptions, Yandex selects all fragments of document text containing words from the query. Each of these fragments is divided into several more parts - for example, with words from the query at the beginning, at the end and in the middle. Then the program compares them all and selects the best ones - they end up in the snippet.

Google snippet text

Google mainly generates a snippet from the site description (Description meta tag). If the description for a page is not specified, or it contains irrelevant text, then the most relevant fragment of the page text is automatically displayed as a snippet.

Important: The page description for Google must be relevant. Although in this case, the PS can replace desc with whatever it deems necessary and will show exactly this information in the snippet for a specific request.

Method 3: Use special characters

If you think about it, we don’t have many options for how to stand out with a snippet, so as one of the extremes, we’ll immediately consider this method and point out its possible “side effect.” Easily added via a unique encoded text character code.

Full table of Unicode symbols: http://unicode-table.com/ru/sets/special-symbols/

It is possible to place special characters in the description and title of the page, but this should be done extremely carefully, observing moderation, otherwise it is easy to create a snippet that can be downright scary to click on:

Method 4: Use bread crumbs

For Google, the most relevant way to generate breadcrumbs is to use micro-markup (semantic markup) Yandex automatically creates breadcrumbs, mainly based on the hierarchy used by the site. An example of using micro markup to form the necessary breadcrumbs in a snippet:

Important: After creating breadcrumbs or other micro markup, do not forget to check with a validator:
Google: http://www.google.com/webmasters/tools/richsnippets
Yandex: http://webmaster.yandex.ru/microtest.xml

Method 5: Draw a good favicon

- a small icon that is placed next to the search results, it is also placed in the site tab. Look up in your browser and look at the Habr tab: do you see favicon H? (your answers in the comments). You see the same favicon in search results with search results leading to Habr.

The favicon is the main visible element, invariably reflected on all snippets and for all ranking queries. If the favicon is made bright and attractive, then there is a high probability that, with your icon constantly appearing in front of their eyes, the next time the user will choose yours among other sites.

Important: favicon.ico must always be on the site!

Method 6: Specify the publication date

The publication date is shown when it is relevant to the user. For example, if we are talking about a blog snippet.

Important: If the site has a news feed or message feed, then you need to configure the formation of the URL so that it explicitly contains the date (/yyyy/mm/dd/ or /yyyy-mm-dd/)

Method 7: Edit Quick Links

Editing quick links in a Yandex snippet is possible from the site management account in Yandex.Webmaster.

Google, in turn, has a process for automatically adding links similar to Yandex, but unlike Yandex, it does not provide direct access to editing quick links, and can also lower the URL rating of an inappropriate link.

If the PS is sufficiently loyal to the site, the site has good behavioral and citation levels, then you can see a picture where Google adds its own unique descriptions to the main quick links:

In this case, the height of such a snippet is three times larger than the standard snippet, which makes it much more noticeable and clickable.

Method 8 (no longer relevant): Add social network icons

Although the integration of snippets with social networks is not relevant at the moment, we provide details of this “ancient” method in case search engines do return this feature.

Improved snippet display due to the presence of company social media icons has been available for some time. Adding icons was edited in the card I.Organizations website, in the “Links to social networks” tab. At the moment, there is no exact information about the life of the functionality for displaying social networks in the Yandex snippet. The only fact is that it existed and there is a high probability of its return, since the “Links to pages on social networks” tab still exists and there was no announcement of the closure of such an opportunity to inform the audience.

After the launch of the Google+ social network, snippets for some time included a +1 icon for recommending a page to your friends and displaying recommendations from friends on Google+. Now the presence of this button on the site has more to do with behavior than with the snippet. However, we recommend that you add the button in any case. This is not difficult to do:/p>

Source: https://developers.google.com (here is a complete description of this process)

Method 9: Use Twitter and hashtags

Current information from Twitter is updated almost in real time. This fact allows us to distinguish this social network into a separate “constantly re-indexed” group of sites, which mainly contains news publications.

Important: we get the opportunity to quickly index by publishing a link to the page we are interested in on Twitter.com.

If we want to quickly change the Title or Description of the snippet, after correcting these parameters on the site, it is best to inform the audience of your Twitter account about this event by adding a link to the ranking page between two popular tags like: #megaindex or #dentistry

Method 10: Add to Yandex.Directory

Yandex.Directory allows you to add an address and information about the organization, which can also ultimately be reflected in the snippet. This is currently possible for the following organizations:

For each type of organization, its own parameters are selected that are most interesting to users. For example, a snippet on a company’s official website might look like this:

All data about organizations is collected and edited in the Yandex.Organizations service and is displayed not only in snippets, but also in other Yandex services. Sign up For some specific topics, it is possible to display the Sign up button directly in the snippet.

Also, this button is available on Yandex.Map, but only for some clinics or beauty salons.

The recording is available for organizations that have entered into a cooperation agreement with Yandex partners:

For restaurants, cafes and other establishments
ZON , GetTable , LeClick , Reserve Online , Gourmetization , Restoran.ru , Tomesto , Menu.ru , Restaurant Rating
For clinics
InfoDoctor , DocDoc.Ru , Timetovisit , Clinics Online , YClients , GBooking , Timeliner , LookMedBook , Doctu.ru , GidPoZubam , Medihost

To book directly on the hotel website
wubbook , travelline

Method 11: Add to Yandex.Market

How can a store improve its snippets and attract visitors interested in purchasing to their website? The first is to simply upload your products to Yandex Market, and then information about the products will be automatically “broadcast” to the search. The second (if participation in the Market is not interesting for a store for some reason) is to upload information about products via Yandex.Webmaster- it's completely free.

You can participate in the snippet improvement program if:

• Your website is an online store, a representative office of an offline store, a company providing services, or a site that aggregates offers from other companies.
• Your website is hosted on an English-language domain.
• The site presents a catalog of products/services and for each product/service there is a separate page on your site.
• The website provides contact and legal information about your company.
• Products in your store can be purchased by individuals at retail.
• You have read and agree to the requirements and conditions given in the section Terms of cooperation.

Method 12: Use Yandex.Services

To participate in the Yandex.Services affiliate program, you must provide information about, for example, what deposits and loans the bank considers necessary to place on the service. Transfer data about deposits and loans to Yandex by creating XML feed in a special format and place it on your website, specifying the path to the file in the form intended for this purpose Yandex.Webmaster service.

It is concluded with all partners Agreement on information cooperation.

Method 13: Share recipes correctly

For site pages with culinary recipes, a snippet can be generated containing structured information that helps the user quickly understand the features of your recipe and select the desired link among many identical headings.

To generate such a snippet, you will need to organize the transfer of data about your recipes to Yandex by creating XML feed in a special format, place it on the website and specify the path to the file in the form provided for this purpose Yandex.Webmaster service.

To create a snippet with photo recipes, you must place at least three illustrations + it is advisable to add semantic micro-marking in the format to the HTML code of the pages containing recipes hRecipe or Schema.org.

Method 14: Join the Yandex.Dictionaries affiliate program

In order to fully take advantage of the capabilities of the Yandex.Dictionaries service, you first need to study the requirements for partner sites by Yandex.

Sites containing a significant amount of dictionary and reference materials (hereinafter referred to as “articles”; the totality of articles is hereinafter referred to as a “dictionary”) are invited to join the affiliate program. The site as a whole, dictionaries, individual articles from them and the site pages on which the articles are posted must meet the requirements described below:

In the search results for pages with dictionary entries, a special snippet will be generated, which can also be enhanced with semantic micro-markup.

Method 15: Use special markup for your abstract

A special snippet may be displayed for pages describing your abstract. This snippet includes those attributes of the abstract that are important for the user when making a decision about uploading: heading, type of work (abstract, term paper, diploma, report), date added, number of downloads, abstract or table of contents.

For which sites and pages is it possible to create a special snippet?

Method 16: Post vacancies correctly

Participation in the Yandex.Work affiliate program allows you to significantly increase traffic to recruiting sites and partially expand the target audience.
If you are the owner or administrator of such a site, first of all you need to study the requirements for a potential participant in the Yandex program.

Method 17: Snippet and reviews

At the moment, special snippets for Yandex are generated only for reviews about cars.

There are several ways to include ratings in Google reviews. Often, you just need to indicate next to the reviews /*Rating: 4.5*/ and this will be enough to place a rating in the reviews.

Regardless of the scoring method you choose, you can convey this information using microdata, microformats, or RDFa (or Resource Description Framework in Attributes) markup.
RDFa is a way of marking up content to describe a special type of data, such as a restaurant review, an event, a person, or product data. These data types are called entities or elements. Each entity has a number of properties. For example, the person entity includes properties such as name, address, job title, place of work, and email address.

A snippet is a small piece of text that we see on the search results page along with a link to the site. Previously, the snippet contained only text, so all 10 addresses that we saw on one page looked almost the same. Search engines were the first to think about how to solve this issue: to show the user as much information as possible about the resource they are looking for in the search results, so that they can immediately go where they need to go. For digital marketing, a snippet is an important tool in the fight for user satisfaction. How to quickly compose a high-quality and comprehensive snippet? Just recently, digital agency PlayMedia published a detailed infographic, “10 Ways to Use Rich Snippets for Google,” which is our top recommendation. Read about how to apply this knowledge in practice in our post today.

Should I work with the snippet now?

First, let's look at the current trends to decide how relevant it is to work with snippets in general - is the game worth the candle? How relevant is working with snippets now and is it worth our time and effort, albeit small? We go to Google Trends and look at the graph of the popularity of the query “snippet”:

Here we see that in Russia we can trace the dynamics of growth, starting from 2010 to the present day. The next step is to try to roughly “estimate” how relevant this will be within the framework of search engine promotion and site promotion. To do this, let’s turn our attention to the dynamics of the popularity of the query: “site promotion”. Comparing the popularity of these queries will help us track the process of growing demand for advanced management of snippet generation:

Here you can see that with a certain increase in the popularity of the snippets topic, they have never been one of the primary trends in the matter of website promotion in search rankings. You can “play around” with the queries “traffic”, “volume of external links”, “positions” to see that the main attention, of course, was concentrated on them.

Even taking into account the fact that there are large fluctuations in the popularity of the request “site promotion” and the formation of this graph clearly does not include fluctuations in the popularity of the search engine itself, one thing can be said for sure - Since 2010 and to the present day, the correct formation of a snippet has been an integral part of website promotion!

What does this give us right now? By making our snippet as user-friendly as possible, we can bring it to our website, even if we are not in first place in the TOP, while other promotion specialists have not yet gotten around to snippets.

HOW TO COMPOSE AN EXHAUSTIVE SNIPPETS?

Method 1: Influence the snippet title

For header search results PM most often uses title of the document itself(Title). If it is too long, the PM selects the fragment that most closely matches the meaning of the given request.

Important: Write the Title using a keyword that is literate from the point of view of the Russian language. Make the headline readable and include a call to action. It should be clear to the user from the title what awaits him on the site.

Method 2: Influence the snippet text

Snippet text in Yandex

To form page descriptions, Yandex selects all fragments of document text containing words from the query. Each of these fragments is divided into several more parts - for example, with words from the query at the beginning, at the end and in the middle. Then the program compares them all and selects the best ones - they end up in the snippet.

Google snippet text

Google mainly generates a snippet from the site description (Description meta tag). If the description for a page is not specified, or it contains irrelevant text, then the most relevant fragment of the page text is automatically displayed as a snippet.

Important: The page description for Google must be relevant. Although in this case, the PS can replace desc with whatever it deems necessary and will show exactly this information in the snippet for a specific request.

Method 3: Use special characters

If you think about it, we don’t have many options for how to stand out with a snippet, so as one of the extremes, we’ll immediately consider this method and point out its possible “side effect.” Easily added via a unique encoded text character code.

Full table of Unicode symbols: http://unicode-table.com/ru/sets/special-symbols/

It is possible to place special characters in the description and title of the page, but this should be done extremely carefully, observing moderation, otherwise it is easy to create a snippet that can be downright scary to click on:

Method 4: Use bread crumbs

For Google, the most relevant way to generate breadcrumbs is to use micro-markup (semantic markup) Yandex automatically creates breadcrumbs, mainly based on the hierarchy used by the site. An example of using micro markup to form the necessary breadcrumbs in a snippet:

Important: After creating breadcrumbs or other micro markup, do not forget to check with a validator:
Google: http://www.google.com/webmasters/tools/richsnippets
Yandex: http://webmaster.yandex.ru/microtest.xml

Method 5: Draw a good favicon

- a small icon that is placed next to the search results, it is also placed in the site tab. Look up in your browser and look at the Habr tab: do you see favicon H? (your answers in the comments). You see the same favicon in search results with search results leading to Habr.

The favicon is the main visible element, invariably reflected on all snippets and for all ranking queries. If the favicon is made bright and attractive, then there is a high probability that, with your icon constantly appearing in front of their eyes, the next time the user will choose yours among other sites.

Important: favicon.ico must always be on the site!

Method 6: Specify the publication date

The publication date is shown when it is relevant to the user. For example, if we are talking about a blog snippet.

Important: If the site has a news feed or message feed, then you need to configure the formation of the URL so that it explicitly contains the date (/yyyy/mm/dd/ or /yyyy-mm-dd/)

Method 7: Edit Quick Links

Editing quick links in a Yandex snippet is possible from the site management account in Yandex.Webmaster.

Google, in turn, has a process for automatically adding links similar to Yandex, but unlike Yandex, it does not provide direct access to editing quick links, and can also lower the URL rating of an inappropriate link.

If the PS is sufficiently loyal to the site, the site has good behavioral and citation levels, then you can see a picture where Google adds its own unique descriptions to the main quick links:

In this case, the height of such a snippet is three times larger than the standard snippet, which makes it much more noticeable and clickable.

Method 8 (no longer relevant): Add social network icons

Although the integration of snippets with social networks is not relevant at the moment, we provide details of this “ancient” method in case search engines do return this feature.

Improved snippet display due to the presence of company social media icons has been available for some time. Adding icons was edited in the card I.Organizations website, in the “Links to social networks” tab. At the moment, there is no exact information about the life of the functionality for displaying social networks in the Yandex snippet. The only fact is that it existed and there is a high probability of its return, since the “Links to pages on social networks” tab still exists and there was no announcement of the closure of such an opportunity to inform the audience.

After the launch of the Google+ social network, snippets for some time included a +1 icon for recommending a page to your friends and displaying recommendations from friends on Google+. Now the presence of this button on the site has more to do with behavior than with the snippet. However, we recommend that you add the button in any case. This is not difficult to do:/p>

Source: https://developers.google.com (here is a complete description of this process)

Method 9: Use Twitter and hashtags

Current information from Twitter is updated almost in real time. This fact allows us to distinguish this social network into a separate “constantly re-indexed” group of sites, which mainly contains news publications.

Important: we get the opportunity to quickly index by publishing a link to the page we are interested in on Twitter.com.

If we want to quickly change the Title or Description of the snippet, after correcting these parameters on the site, it is best to inform the audience of your Twitter account about this event by adding a link to the ranking page between two popular tags like: #megaindex or #dentistry

Method 10: Add to Yandex.Directory

Yandex.Directory allows you to add an address and information about the organization, which can also ultimately be reflected in the snippet. This is currently possible for the following organizations:

For each type of organization, its own parameters are selected that are most interesting to users. For example, a snippet on a company’s official website might look like this:

All data about organizations is collected and edited in the Yandex.Organizations service and is displayed not only in snippets, but also in other Yandex services. Sign up For some specific topics, it is possible to display the Sign up button directly in the snippet.

Also, this button is available on Yandex.Map, but only for some clinics or beauty salons.

The recording is available for organizations that have entered into a cooperation agreement with Yandex partners:

For restaurants, cafes and other establishments
ZON , GetTable , LeClick , Reserve Online , Gourmetization , Restoran.ru , Tomesto , Menu.ru , Restaurant Rating
For clinics
InfoDoctor , DocDoc.Ru , Timetovisit , Clinics Online , YClients , GBooking , Timeliner , LookMedBook , Doctu.ru , GidPoZubam , Medihost

To book directly on the hotel website
wubbook , travelline

Method 11: Add to Yandex.Market

How can a store improve its snippets and attract visitors interested in purchasing to their website? The first is to simply upload your products to Yandex Market, and then information about the products will be automatically “broadcast” to the search. The second (if participation in the Market is not interesting for a store for some reason) is to upload information about products via Yandex.Webmaster- it's completely free.

You can participate in the snippet improvement program if:

• Your website is an online store, a representative office of an offline store, a company providing services, or a site that aggregates offers from other companies.
• Your website is hosted on an English-language domain.
• The site presents a catalog of products/services and for each product/service there is a separate page on your site.
• The website provides contact and legal information about your company.
• Products in your store can be purchased by individuals at retail.
• You have read and agree to the requirements and conditions given in the section Terms of cooperation.

Method 12: Use Yandex.Services

To participate in the Yandex.Services affiliate program, you must provide information about, for example, what deposits and loans the bank considers necessary to place on the service. Transfer data about deposits and loans to Yandex by creating XML feed in a special format and place it on your website, specifying the path to the file in the form intended for this purpose Yandex.Webmaster service.

It is concluded with all partners Agreement on information cooperation.

Method 13: Share recipes correctly

For site pages with culinary recipes, a snippet can be generated containing structured information that helps the user quickly understand the features of your recipe and select the desired link among many identical headings.

To generate such a snippet, you will need to organize the transfer of data about your recipes to Yandex by creating XML feed in a special format, place it on the website and specify the path to the file in the form provided for this purpose Yandex.Webmaster service.

To create a snippet with photo recipes, you must place at least three illustrations + it is advisable to add semantic micro-marking in the format to the HTML code of the pages containing recipes hRecipe or Schema.org.

Method 14: Join the Yandex.Dictionaries affiliate program

In order to fully take advantage of the capabilities of the Yandex.Dictionaries service, you first need to study the requirements for partner sites by Yandex.

Sites containing a significant amount of dictionary and reference materials (hereinafter referred to as “articles”; the totality of articles is hereinafter referred to as a “dictionary”) are invited to join the affiliate program. The site as a whole, dictionaries, individual articles from them and the site pages on which the articles are posted must meet the requirements described below:

In the search results for pages with dictionary entries, a special snippet will be generated, which can also be enhanced with semantic micro-markup.

Method 15: Use special markup for your abstract

A special snippet may be displayed for pages describing your abstract. This snippet includes those attributes of the abstract that are important for the user when making a decision about uploading: heading, type of work (abstract, term paper, diploma, report), date added, number of downloads, abstract or table of contents.

For which sites and pages is it possible to create a special snippet?

Method 16: Post vacancies correctly

Participation in the Yandex.Work affiliate program allows you to significantly increase traffic to recruiting sites and partially expand the target audience.
If you are the owner or administrator of such a site, first of all you need to study the requirements for a potential participant in the Yandex program.

Method 17: Snippet and reviews

At the moment, special snippets for Yandex are generated only for reviews about cars.

There are several ways to include ratings in Google reviews. Often, you just need to indicate next to the reviews /*Rating: 4.5*/ and this will be enough to place a rating in the reviews.

Regardless of the scoring method you choose, you can convey this information using microdata, microformats, or RDFa (or Resource Description Framework in Attributes) markup.
RDFa is a way of marking up content to describe a special type of data, such as a restaurant review, an event, a person, or product data. These data types are called entities or elements. Each entity has a number of properties. For example, the person entity includes properties such as name, address, job title, place of work, and email address.