Please note that Google does not always display the meta description exactly as you have written it.
So while it's worth spending time crafting a compelling description, don't be surprised if Google uses another snippet of text from the page instead.
In some cases, Google will use schema markup on your page to add additional functionality to your site's SERP listing.
These features are called rich snippets. (They are sometimes called "rich results.")
They give your site extra space in the SERPs, which can increase your CTR.
Rich snippets include things like
Sitelinks
Comments
Recipes
Frequently Asked Questions
Here is an example of a rich snippet:
Rich snippet in SERP from Verizon page
How do you get them?
The main way to influence your likelihood of getting rich snippets is to implement schema markup on all relevant elements of your page.
Schema markup is additional code added to your site's HTML that helps search engines better understand the content of the page.
Markup describes the elements of your page in a structured data language that is easily understood by crawlers and robots.
It looks like this:
An example of schema markup
Follow this guide to optimize rich snippets .
In some cases, you can enable sitelinks (additional links to landing pages on your site or sections within your page) without schema.
Try adding an index.
Having a structured table of contents that lists (and links to) each heading or section on the page can make sitelinks appear.
It also improves the readability of your content and user experience (UX) .
6. Optimize the page URL
Your site and URL structure appear in the SERP listing along with your page title and a meta description. And it can affect your CTR.
The page URL appears in the SERP listing above the title tag and meta description
The path of the page that appears in the SERPs typically follows the URL structure of your site.
So, if your URL is: example.com/blog/blueberry-cake .
So the URL in the SERP would probably display as: Example.com > blog > Blueberry Pie .
But if the URL is Example.com/blog/category/10/gibberish/blueberry-pie .
So the URL could be Example.com > blog > category > 10 > gibberish > Blueberry Pie .
It's not very pretty, is it?
Optimizing your URL and site structure can improve the way your ad appears. Plus, it has additional benefits for SEO and user experience.