Small Business SEO: Google Introduces “In Snippet” Links

Last week Google advised that that they ignore the meta keywords but may use the meta descriptions for the snippets (the descriptions of what the site or the page is about).  This was not breaking news as most already knew that they did ignore the meta keywords and more weight was given to inbound links.  Still, some people were left thinking how do I increase my search engine rankings without telling Google “Hey these are my keywords, find them on my pages and rank them!” Keywords need to match search queries and great relevant content that has been researched to match with the queries will get links and ultimately have a higher page rank.  Now something new:

On Friday, September 25, 2009 Google announced that the snippets have 2 new features.

1. Links to Specific Sections on a Page.  These links are located below the snippet and find the relevant content wherever it appears on the page and brings the user directly to that section. This is set to increase user experience by bringing the information directly to them instead of the user having to scroll up and down the page for the information.

2. Jump to (Query).  These are created for very specific queries where the option is given to “Jump to (specific search term)”. This is located above the snippet.  This also brings the user the specific section on the page to match their query.

These are generated algorithmically by page structure and will not be created for every site. So, this begs the question as to how do you get these for your site? Google’s Raj Krishnan has provided some pointers on how to get these in snippet links to appear for your pages:

1. Be logical.  If you have a multi-topic page which many are, make sure the flow of content makes sense. If the page is about how to small business marketing materials, it would be best to have the logo development at the top of the page instead of the bottom as the logo needs to be designed before the corporate brochure, custom business cards, etc.

2. Create anchors with descriptive names for ALL sections. Create descriptive names and not “B. Content Here.”  He suggests creating a table of contents that links to the anchors.

These will not appear for each website or page. Only the most relevant pages that clearly match the query will have the in snippet links. Keyword research by identifying how the keywords for your industry match search query has become very important however the content has to be relevant.  More emphasis will be put on determining how people are structuring their words for queries and greater detail will be paid to longtail keywords (especially for Jump to search query). There is no mention of how these in snippet links will directly affect search engine rankings however it is pretty much a given that the sites that these links have been created for will be displayed first.

Is this the beginning of what is to come with Google Caffeine?