The situation is repeating itself and it is still the same as a few years ago. The main SEO trends remain the same in 2020.

Google takes a number of steps to keep its customers on its side (all those who use the Google search engine). Whether it's advertisers or search engine users, they all have a number of features that make it easier for them to work with the search engine.

There are so many of these features and elements that those who don't know them will almost certainly fail in the search results. That is why we are translating this article. Learn how to stay as high as possible in your search results using the tools currently available.

Rich reviews: a very short introduction

What we are talking about when we are talking about rich passages, resp. rich elements of SERP search - is all that appears on top of conventional "blue links" of SERP search.

Here's what a rich snippet of SERP looks like:

serp options

Instead of the traditional 10 boring blue links, only 4 to 5 organic results are available, while the rest is occupied by the rich elements and functions of SERP search.

Getting even one or two of these features or functions will increase traffic to your site. Equally important is the fact that a website surrounded by rich elements gives a much more professional impression. This is a specific mark that a search engine gives to a page.

Below we will look at the most important rich elements that are currently available: how to find, obtain and use them.

Short note:

You'll notice the striking absence of the most popular SERP feature of all time, the Featured snippet you read about more in the step-by-step guide how to get an excerpt obtained.

Rich links to subpages

How does it look

rich links

Why we want it

Because rich sitelinks are one of the few things on this list that you can get quickly.

The main advantages of sitelinks:

  1. Your subpages will appear directly in the SERP search results
  2. Your site will look more trustworthy
  3. Links to subpages will push the competition down

Who can get it

Almost any website or online store. Of course, provided it ranks first in the SERP search results. If not, read of this guidewhich offers a closer look at why this is so.

Let's go

Google does not provide a comprehensive guide on how to implement SERP search elements. Displays sitelinks only when it believes they are useful to the user.

If the structure of your site does not allow the algorithms to find good links to subpages, or such links to subpages of your site are not relevant to users' demand, it will not display them.

While this statement may not look very useful, it actually tells us two things:

  • The page structure must allow Google's algorithms to find links to the subpages to display
  • Sitelinks must be relevant to users' search queries

We can't do anything to force the algorithm to display rich links to your site's subpages.

What we can do is improve the structure of the website so that it does not conflict with Google's algorithms.

Step 1. Facilitate navigation on your website

In order for Google to display links to other sub-pages of your site in addition to the blue links, Google must understand the relationship between that page and other pages of your site.

Therefore, follow certain best practices, such as keep your homepage as your "home" page in the navigation. From the homepage, make clear links to other parts of your site and add a link to instantly return to the homepage from anywhere on your site.

This is the simplest possible trick, and you will help not only the search engine, but also the users who move around your website - a situation that is beneficial for everyone!

In the tool Website Auditor There is a visualization function that is perfect for correcting the navigation and improving the overall structure of your website.

page structure

This feature displays your website as a network of links that is easy to understand at first glance.

Step 2. Structured data - are very important.

We have already dealt in detail with the topic of structured data and their importance for SEO in this article.

Structured data and its tags help search engines better understand your website and its organization.

The extensible schema group can be used especially in the case of excerpts related to reviews and recipes (we will discuss them below).

Basically, it's just a matter of adding a markup code that tells Google which menu or link to prefer to appear as a subpage.

In WebSite Auditor, you can check that a particular page has structured data tags implemented correctly. This can be done in part Content Analysis> Page Audit.

structured links

Be sure to test your structured data with this tools from Google,

Step 3. Add the Sitemap to the Google Search Console

JIt's as simple as it sounds - just proceed as instructed by Google and everything will go smoothly.

If you encounter a problem or need to automate the process of updating and uploading a Sitemap, go to WebSite Auditor to Preferences> XML Sitemap Settings.

There you will be able to generate a new Sitemap, automate the upload process, edit the file name / date and more.

Honorable mention: Search box

We don't think the search box element would be especially useful for getting more traffic, but as they say, "what's free counts."

The search box is a small search bar that you can get in your snippet, along with links to subpages of your site:

search field in serp

In some other articles, you may read that if you'd like to get a search box, you can't avoid implementing a specific type of brand. But he doesn't think so Google.

This means that the search box represents a special type of tag that helps search engines identify the search box.

You only get it if you have a lot of pages on your site and you convince Google that it makes sense to let people search without leaving the search results page.

Knowledge Graph

How does it look

knowledge graph

Why we want it

Knowledge Graph is very beneficial for almost every company.

Due to its excellent position in SERP search results, it attracts much more attention than the organic search result itself.

Who can get it

Any company / person associated with who appears on many searches.

What matters isn't necessarily remarkable or well-known in the abstract sense of the word - it's about Google getting as much credible information about you as possible.

We can talk about 20-30 reliable resources that are needed to get the Knowledge Graph. Transferred to change, your site should link to approximately 20 to 30 reasonably known and trusted websites.

Let's go

In fact, there is no guide on how to obtain the Knowledge Graph panel. The options for implementing this SERP search feature will be different for each.

Instead of a specific procedure, we provide a list of steps to place information about you where Google can easily find it.

  1. Use structured data

    Structured data is reported again. They will help you make your business an authority from Google's perspective. Structured data tags make indexing much easier. If Google crawlers encounter such tags, they will almost certainly extract information from your site, which they then display in the Knowledge Graph panel. It's especially useful to implement the "organization" tag on your homepage. Remember to include your logo, contact information, social profiles, Wikipedia and Wikidata pages - these are the information that Google is most likely to use for Knowledge Graph.

It is available from Google in this regard very nice tutorial. We recommend that you familiarize yourself with it. Provide Google with as much relevant information about your business as possible, which Google can verify on other reputable websites and servers.

  1. Get an article on Wikipedia

    Wikipedia is a very important resource for Knowledge Graph. There is even a belief that Knoeledge Graph cannot be obtained without having at least one article on Wikipedia. We also thought so until recently. In fact, you can get the Knowledge Graph without any links from Wikipedia.

wikipedia knoeledge graph

Nevertheless, we recommend creating an article on Wikipedia.

You can write it yourself, or you can hire an experienced editor (there is also many companieswhich you can address in this regard).

  1. Go to Wikidata

Google also draws information from Wikidata, a knowledge base operated by Wikimedia.

Creating a listing here is very easy - just enter a few details about your business. Wikidata can be a great starting point if you are planning a post on Wikipedia. To get started, take a look Wikidata Guide.

Be sure to include a link to your Wikidata entry in your Wikipedia article, as this may increase your chances of approving the article.

  1. Use Google My Business

My business on Google is extremely important to the "local" Knowledge Graph (the one that appears on local searches), but you remember what we've talked about before. Just provide Google with relevant information about your business.

That's the power of GMB - when you provide relevant information, Knowledge Graph displays it in the format you want.

  1. Verify your social accounts

If Google can't find your official website address, or if your website doesn't use structured data, it may still display a Knowledge Graph for your business. We know of cases where this happened.

However, if you want your Knowledge Graph to include a nice Profiles section, you need to let Google know about them.

facebook knowledge graph

Otherwise, Google may pull out regional or unofficial versions of your accounts, or not display them at all. Each social network has its own account verification process.

Here are some great tips for verifying your service profiles Twitter, Facebook, YouTube and Google+ a Instagram.

Hint: You can request an adjustment to your Knofledge Graph panel

If you already have a Knowledge Graph entry and there are certain things you need to update, you can contact Google to ask them to make changes, or if you're a webmaster, you can make the adjustments yourself.

After you make the edits, Google checks the accuracy and sends a confirmation email to the user. There is also an indirect way to optimize data in the Knowledge Graph panel. Try editing your Wikipedia and Wikidata articles.

Tweet boxes

How does it look

tweet boxes

Why we want it

When it comes to SERP search, Twitter boxes are a great and inseparable addition. I can directly connect your business with the person who is looking for it. They index really fast and can be another great marketing tool for you.

Who can get it

Anyone can get a Twitter box and it doesn't even have to be a celebrity. However, you must be an active and influential member of the Twitter community.

For a brand that uses Twitter only very sporadically, this can be quite difficult.

If your business has nothing to tweet about, the Twitter box may not be right for you. However, we should all realize that Twitter can be in the right hands very powerful tool to acquire potential customers.

How to do it

It is crucial to have a consistent, optimized and engaging Twitter campaign.

There is no guide on how to build a name on Twittry, but we can recommend a very informative article on viral marketingwhich can help you in a decisive way.

A reasonable minimum needed to get a Twitter box from an SEO perspective

  1. Use the exact company name. Search engines need to know that this is actually your brand's official Twitter account. For larger brands, it would also be great to have your account verified.
  2. Make sure your company information is up to date - Avoid using keywords. Remember that all information is indexed by a search engine.
  3. Link your Twitter to your website - It also helps with the integration of the Knowledge Graph function. Remember to link to your Twitter both from your homepage (tag it with a relevant tag) as well as from other social media so that the search engine understands that it is one linked system.
  4. Tweet regularly - Although short messages on Twitter change very quickly, in reality they cannot be returned and therefore disappear quite quickly. If you stop tweeting you will notice a significant drop in interest.

People ask boxing

How does it look

people ask box serp

Why we want it

People are also looking, or people are also asking boxing is especially useful. This feature can cause your page to appear twice in the search engine!

people ask snippet

The above search result was displayed based on the query "what are featured snippets". The first result listed in the "Similar Queries" field is exactly the same page as the second organic search result.

As a result, pages may appear twice in SERP search results.

Who can get it

Absolutely any page that is optimized to answer questions related to the original query.

How to do it

  1. Find out the intent of the search - In order to get to the People also search section, your site must offer an answer to your query.
  2. Optimize your site - find similar pages that could be the answer to your query (remember that in WebSite Auditor you can very easily create a new page) and implement the questions and answers. You can paste them into the text or at the bottom of the page.
  3. Use the correct headings - In the People also searched section, the question and answer are based on the same headings.

Honorable Mention: Frequently Asked Questions

Structured data based on the FAQ tag is very popular. Their advantage is that they can increase the rate of interaction and clicks.

They look very similar to a box with questions People also ask you to click on and get an answer.

Unlike them, however, they appear where there would normally be rich links to subpages. This is another chance to get a potential visitor to your website who will also get an answer to your question about your product or service.

How does it look

caste questions snippet

By implementing specific FAQ tags and writing some relevant questions and answers, you can get this nice add-on to drive traffic to your site.

Reviews, recipes and previews

How does it look

review recipes previews

Why we want it

There is always a way to improve the look of your snippet.

The larger dimensions of such an excerpt, which may be a review, recipe, or miniature (also known as a "rich excerpt"), are very tempting.

In addition, the perfect design of these elements is the certainty of conversions.

Who can get it

A rich passage today is mostly associated with recipes, but it can also be beneficial for non-culinary websites. Virtually any website with product reviews can get this snippet.

How to do it

As usual, Google needs to have the information you need.

  1. Structured data - We know, we repeat. However, structured data is the future of every modern website. When it comes to rich snippets, structured data is really a necessity. It is not possible to shoot rich snippets of a page that does not use them.
  2. Let your users write reviews - Many online stores with a implemented review feature, along with the product page, also displays a rich snippet in the SERP search results.
  3. Get checked. Such verification may also come from other sources and may relate to your business. If you offer a specific product or service, you should encourage your customers to review them.

Google reviews, which are part of Google's My Business service, are again the perfect choice because they provide information directly to the search engine in its preferred format.

Track SERP features in Rank Tracker

Using the tool Rank Tracker You can track exactly which targeted keywords you have a chance to get a rich SERP search element for. You can also use an alternative online tool which controls keyword positions completely free.

In aplirel = "nofollow" cation go to section Preferences> Rank Checking Mode, make sure the box is not checked Track organic results only and whether the check box is selected Track multiple results for keywords .

The available SERP functions are updated along with the normal organic results at each ladder check.

After updating the ratings, click Check Rankings in the column Google SERP Features displays different types of icons that represent different SERP search features (if any).

If your keyword has acquired the Knowledge Graph feature, it will look like this:

serp function

If the "green cap" icon is gray, it means that the Knowledge Graph for your keyword is available on this page, but is owned by someone else. Only when it is green - it is yours!

After placing the mouse cursor and clicking on the arrow, you will see what a particular SERP function looks like in practice. In addition, if your site appears more than once in the SERP search results, clicking on the three dots in the current application window will show you all the results.


In this article, we've covered only the most important features and elements with respect to SERP search. All of these features and elements can be used to increase traffic from organic search.

If you are interested in an overview of all the types that can appear in the SERP search, visit this handy visual guide.

The rich features of SERP search are a great way to get acquainted with how Google thinks. If you take a closer look at any function or element, you will realize that it is not just some accessories.

Optimization using rich snippets is nothing extravagant. Instead, it's an easy way to take any kind of online business to another, much higher level.