Google Search Console - Search Appearance

So out of the blue, not more than a week after I wrote the Essentials of Google Webmaster Tools, Google rebranded its name to Google Search Console.

For those of you who are thinking that things have changed, no need to panic, everything is still the same bar from the name. That aside, this Blog will be about the first section of the search console called “Search Appearance"

Search Appearance

Search Console

This tab is everything that is displayed in the Google search results.

From here you can identify and change how you look on Google search results.
If you want to go more in-depth yourself, you can find out more when clicking the icon next to search appearance as seen above.

So what is Search Appearance?

This tab is everything that is displayed in the Google search results. From here you can identify and change how you look on Google search results.

If you want to go more in-depth yourself, you can find out more when clicking in the search appearance icon next to search appearance as seen above.

What is structured data

Structured data helps Google understand the content on your site, which can be used to display rich snippets in search results.

For those of you who are wondering what are rich snippets, they are the extra information that you can see in the search results apart from the meta description.

Below is an example of a rich snippet. Here you can see the rating, cooking time and how many calories in this excellent dish.

Lasagne

However you cannot apply “Rich Snippets” to everything on your website, you can only apply Rich snippets to ...
• Products
• Recipes
• Reviews
• Events
• Software Applications
• Articles
• Local business information
• Restaurant
• TV episodes
• Books
If you would like to find out more please read Google’s guide here.

Data Highlighter

The data highlighter is another part of structured data. From here you can “improve your websites look in Google search”, this means that you can highlight certain data to make it stand out towards your audience like below.

Cinema

From this example you can see all the showtimes coming up in the next few days, remember that this is only shown in the search results, so people can see what films are on without going on your website.

If you like the sound of this and want to implement this to your website please check out this video from Google.

HTML Improvements

The hint is in the name.
From here the search console will tell you what needs fixing, these errors can be ...
• Duplicate meta descriptions
• Long meta descriptions
• Short meta descriptions
• Missing title tags
• Duplicate title tags
• Long title tags
• Short title tags
• Non-informative title tags
• And any Non-indexable content
If you would like to know more about Technical side of SEO check out my previous blog about Technical Site Set ups which tells you what you need to look out for when you are setting up a client for the first time and how to apply it to your website.

So what is a Sitelink?

These are the internal links from your website, Google will only show these links if it is useful to the user.

Sitelink

However, we SEOers don’t have much control over this as it’s Google that puts these links up themselves.
But there is a way to get around this by “Demote a URL” in the search console. This means that the suggested Google sitelink doesn’t show up the search results and Google will try and find another Sitelink for you.

To make Google pull the right sitelink you have to make sure that the page you are optimising is informative to the user and doesn’t repeat itself as it has to be useful to the user.

This blog only talks about the first half of the Google Search Console. If you have any questions in the mean time, or unsure about anything, give me a tweet at @ISD_Richard.

Google Partner