Introduction

Every eCommerce business wants to stand out from the crowd, and rich snippets help achieve that goal by drawing attention to your website’s listing on Search Engine’s Result Pages (SERP). In particular, the visual aspect of review star rich snippets draw the customer’s eye to the listing and establishes trust that others have found the product of good value.

The challenge to eCommerce businesses is achieving these coveted rich snippets, and there are two main factors to success. Firstly, the required HTML markup must be valid and recognised by a search engine. Secondly, the search engines find the quality of the product information sufficient to reward the rich snippet.

Tony McCreath from Web Site Advantage has spent years researching and fine-tuning SEO techniques on the BigCommerce forums. For rich snippets, this has culminated in developing the SEO Rich Snippets app that puts all that knowledge into an easy to install solution.

Before the app was developed, we manually installed the rich snippet’s code. We would then monitor the website until products receive review stars. If these are not readily forthcoming, further analysis was performed to ensure they appear.

Here is one story of our work before the app.

Project Goal: Driving new business through effective Search Engine Optimisation (SEO) practices

Mixmastered-Acoustics-Logo.png (426×120)

Mixmastered Acoustics is like many eCommerce businesses — experts in their field but lacking the technical skills to adequately promote their unique selling points online amongst the plethora of competitors. After identifying and recruiting BigCommerce partner, Web Site Advantage, through founder Tony McCreath’s many helpful forum posts and articles — Mixmastered Acoustics was on track to significantly increase site traffic, visitor quality and search visibility.

For the previous five years, Tony had undertaken significant research and development on BigCommerce-specific SEO techniques. This was refined into a winning formula with a unique offering that combines cutting-edge technical implementations with custom, qualitative analysis and advice to enhance the online presence and search visibility of BigCommerce businesses.

The innovative BigCommerce SEO Checklist is offered free to all BigCommerce customers. But due to its comprehensive and technical nature, clients often elect Web Site Advantage to carry out the implementation. By far the most popular element of the checklist was being rewarded review star rich snippets — something Tony is proud of achieving a 100% success rate with amongst his many clients.

How did the BigCommerce platform help us solve this challenge?

The BigCommerce platform assists in solving these problems by providing the following:

Built-in support for metadata

Improves Click Through Rate (CTR) by allowing tailor-made product information to be presented to potential customers.

Downloadable product listings

Assist in quickly identifying and resolving SEO shortcomings such as insufficient/duplicate metadata.

Customisable Analytics code

Allows us to enhance standard code and improve user tracking.

Consistent templating system

Improves efficacy of implementation, reducing coding costs, and minimising the burden to the retailer.

Forum support

Has “helped us to help others” by building the reputation and trust between quality BigCommerce partners and e-commerce business owners.

What was the positive business impact of the project?

Firstly, we’ll let our delighted customer speak for themselves:

I have seen a major up-tick in the rankings in the last fortnight…overall a HUGE improvement…One very good sign is the time spent on the site on average has tripled. So the traffic we are getting is very well targeted…My estimate is the process from interest until order is about 30 days. Should be a good October…Thanks again, Tony.

Dan, Mixmastered Acoustics Owner

We love getting emails like this — it’s one of the reasons we help in the forums and go the extra mile for our clients. We don’t stop until we get the right results. In this case, it was a matter of convincing Google that the site was worthy enough to rank well and receive review star rich snippets.

The flow-on effect from this is that the following improvement has been seen in just the past fortnight:

  • Rich Snippets — 0 to 400 impressions per day, the current growth rate is continuing
  • Search Impressions — an increase of 500%, the current growth rate is continuing
  • Search Clicks — an increase of 300%, the current growth rate is continuing.
Rapid increase of clicks and impressions in the Google Search Results
Report via the Google Search Console
Rich Snippet appearances going from zero to 400 impressions a day
Report via the Google Search Console
SEMrush Big ranking Improvements and SERP Review Stars
Report via SEMrush

The Mixmastered Acoustics project had proven once again that good SEO is a combination of correct technical implementation and additional qualitative techniques. When a site has issues ranking well, it can be relatively quick to apply the technical fixes, as with Mixmastered Acoustics. With the ease of BigCommerce’s administration and theme editing console, it was only a matter of days to implement the technical aspects of the project and have Google recognise the changes. Due to a unique combination of qualitative issues, rich snippets and ranking were not improving dramatically as is usual with Web Site Advantage’s clients. Regular analysis, recommendations and improvements were made to the site, and as a result of this combined and dedicated approach, another successful outcome was achieved.

But now, you can get all of Tony’s rich snippets research and development knowledge with the SEO Rich Snippets app and a few clicks.