SEO Basics
  5 min read
What are EAT guidelines?
SEO Tester Online
13 December 2019

What are EAT guidelines?

In August 2018, many websites took a dramatic hit in their ranking. Most of those sites belonged to the YMYL category. The reason? An update of Google’s guidelines for quality raters concerning the EAT score and beneficial purpose.

Wait. What? You’re right. Let’s sort these concepts.

What are Google’s guidelines for quality raters?

We begin with the guidelines because they introduce all the other terms. Their official name is Search Quality Evaluator Guidelines. Google made them circulate in 2015.

The document contains instructions for quality raters. They are a team of people dedicated to perform searches and verify that the highest-ranked websites provide quality content. If what they find is quality, the algorithm works.

The guidelines provide quality raters with the criteria that make excellent content. For this scope, they introduce three key concepts:

  1. EAT
  2. YMYL
  3. Beneficial purpose

What is EAT rating?

EAT stands for Expertise, Authoritativeness and Trustworthiness. These are the three main factors that determine page quality.

EAT guidelines outline the principles content creators must stick to if they want to get a good ranking.


It refers to the content creator. It means you are an expert of the topic you are dealing with and you have the credentials to prove it.


It refers to the content creator, the content itself, and the website on which the content appears. It means that the readers recognize you as an authority in your industry. As a consequence, your production is considered quality content, published on a quality website.


It refers to the content creator, the content itself, and the website on which the content appears, too. It means that people trust your content to be accurate and with solid bases.

What does YMYL mean?

YMYL stands for Your Money, Your Life. It refers to content (and websites) that deal with sensible topics for both Google and its users.

Things like:

  1. Medical information;
  2. Financial, legal and fiscal advice;
  3. News;
  4. Science.

With Google’s EAT algorithm update in June 2018 (nicknamed the medic update because it affected websites with medical content), the YMYM websites experienced dramatic changes in their ratings.

What happened? Google started to apply to them stricter quality criteria, based on the EAT guidelines.

What is Google’s Beneficial purpose?

The key concept behind this update is Beneficial Purpose. It means that Google intends to protect its users from low-quality information that could have a negative impact to their life. To do that, it judges content not only by quality but also by correctness.

How to improve your EAT score

How to increase your expertise to improve your EAT Score

The first thing you should work on is your reputation as an author. Here are a few things you can do.

Find out what people want

To be recognized as an expert, you must know your stuff, sure. But you must also know what people want to know. Make a keyword search. Then, you must know how to make your content engaging.

Update your content

Another thing you can do is to update your content. Older content can undermine your image as an expert. It can be outdated, or you were not that good when you wrote it. Refresh it with new information, or consider deleting it (but remember to work on redirects!)

Focus on quality

To improve your EAT score from the Expertise point of view keep on producing quality content. And we are sure you were already doing that. If you weren’t, your problem isn’t EAT score. It’s SEO.

Work on your image as an author

If you want readers to recognize you as an expert, you should act like one. Work on your about page, fill it with information like awards you got, the experience you have, your titles, press that writes about you.

Also, create an author snippet on WordPress and use the structured data so that Google can extract information about you to show to the users right on the SERP.

How to increase your authoritativeness to improve your EAT Score

Building your authority is not a thing you can do alone. You need people to recognize you. You can work on offsite SEO to increase your authoritativeness.

Get good inbound links

Make people talk about you, and your work, getting inbound links from other sites. Of course, they must have proper domain authority

Get mentions

A more effective way to increase your authoritativeness is to get mentions. In this way, Google can recognize you as an expert in your industry.

Shares on social media

Build up the buzz around you by producing content that is shareable on social media. In this way, you’ll get a lot of inbound links and many mentions.

Guest posts

Try to end up on valuable blogs as a guest author. It helps building your image as a leader in your industry with inspiring things to say.

How to increase your trustworthiness to improve your EAT Score

Forget inspirational quotes. You should pay attention to what people have to say about you if you want them to trust you.

Deal with negative reviews

Reviews could be your best ally in building your trustworthiness. But also your worst enemy. Deal with negative reviews as soon as they come. Both on your website and review platforms such as Tripadvisor.

Other tips

Also, there are a few other things you can do:

  1. Be easy to get in touch with;
  2. Add a physical location of your business;
  3. Update your privacy and Terms & Conditions pages;
  4. Buy an HTTPS certificate.


Rich Snippets: what they are and how they work

Over time, SERP evolved to become one of the most important battlefields for businesses competing for customers’ attention. To obtain it, the sole optimization of elements such as title and meta description is not enough anymore. You need to optimize more. 

What are Rich Snippets?

Rich snippets are elements that add more components to search results on SERP.

Here are some examples:

Product review, price field, author name: they all can be components of a single rich snippet.

Rich snippet example typing apple pie

Maybe now you’re wondering… what is the use of rich snippets?

On average, rich snippets have a better click-through rate than standard snippets, because they make the user act.

Taking care of your rich snippets can boost your presence on Google, so it is crucial for SEO.

Websites with good, well-organized structured data make the crawling easier and more accurate.

As a result, Google features a rich snippet for your pages, increasing your CTR.

Structured Data

Structured data is designed to help search engines better interpret information. For this reason, its correct implementation is critical to obtain a rich snippet.

Where can we find structured data?

Google, Yahoo, Bing, and Yandex built a basic vocabulary for structured data, valid for every kind of information we want to add to our webpage.

Here are some examples of structured data:

Creative works: such as books, movies, songs, or TV series.

Non-textual: audio files, images, and videos.

Events: help users find the most exciting events in their area through search results and Google Maps.

Health: information about medications, pathologies, symptoms, publications; or advice about therapies.

Organizations: schools, NGOs, or clubs.

People: they may be living, dead, or fictional. It contains information such as the name, date of birth, gender, height, and much more.

Local businesses: can provide a rich snippet with address, opening hours, phone, and busiest hours.

Products: adds the “Product” badge on the images on Google’s images research page for mobile devices.

Reviews: they show the average rating of a product or business. They help users to find reviews and encourage them to visit your website to read the full review.

Actions: are microdata used to identify specific actions performed by an agent to an object.

Testing tools for rich snippets

If you want to know if your website has a good internal structure, you can check the presence of markups through a rich snippet test

How to perform it? With Google’s Structured Data Testing Tool. Just open the testing page and enter the URL or the code snippet you want to test.

Once you entered the address, you land on the report page. On the left, you can see an HTML document; on the right, the tool shows errors and alerts.

Try Google’s Structured Data Testing Tool.

Besides, you can also check your rich snippets with two other testing tools:

The Structured data Report: You can access it on Google Search Console. It checks the markups on your website and highlights errors.

Data Highlighter: It helps search engines to understand and process structured data. With it, you can highlight and tag data fields.

Work on featured snippets and conquer the zero position!

Besides working on markups, you also should optimize your content. The content optimization can make you conquer the zero position within the SERP.

In this position, your content appears not as a usual result, but as a featured snippet.

What Google’s featured snippets are?

Let’s see what Google has to say about them:

“Google’s search results sometimes show listings where the snippet describing a page comes before a link to a page, not after as with our standard format. Results displayed this way are called “featured snippets. We display featured snippets when our systems determine this format will help people more easily discover what they’re seeking, both from the description about the page and when they click on the link to read the page itself.”

Now you can understand how crucial it is to provide your readers with quality content that can answer their questions.

Featured snippets aren’t paid adverts. Right after Google understood that the query is a question, it scans the pages that could have the answer and shows the most poignant one on the “zero position”.

Why there aren’t rich snippets on my result?

In some cases, the structured data you’ve inserted could not appear on search results.

Here’s why:

  • It’s not automatic: like most outcomes in SEO, markups are not a guarantee of a rich snippet on the SERP, whether you’ve inserted the code or not.
  • The markups don’t respect the quality standards: if they don’t, Google won’t show your featured snippets on the SERP.
  • They don’t reflect the page content: this can hinder the user experience, and you know what happens when Google finds out things like that.
  • Vulgar language: your markups don’t appear if they contain rude or unrespectful messages.
  • Data entered incorrectly: this is the most common reason for rich snippets not showing. It happens, most of the time, on pages with a product or recipe section. Usually, the reason is a code section closed prematurely. 
  • Domain not authentic: if Google thinks that your domain is not so reliable, it doesn’t feature the rich snippet on the SERP.
  • Not enough time passed: give time to the crawler: it doesn’t discover your web pages instantly, and the same goes for markups. Have a little patience and wait for your rich snippets to show up.

Do you have a Blog on WordPress?

If you have a Blog on WordPress, you can easily set up structured data using one of the hundreds of plugins available. Great news: most of them are free!

Check our list of the best WordPress Plugins for Structured Data.

Do the structured data test with SEO Checker

You can also verify that you correctly implemented the structured data with the SEO Tester Online’s SEO Checker.

It takes seconds: do the test and make sure that you’ve inserted the microdata to make your rich snippets appear on the SERP.

Check the structured data on your website with our SEO Checker.

How to add Rich Snippets on WordPress?

Do you have a WordPress Blog and you’re looking for a way to create rich snippets?

Your search is over: in this article, you will discover the best plugins for rich snippets on WordPress!

If you don’t know what rich snippets are, and what benefits they can offer to your website or blog, we recommend you take a look at our complete guide before reading.

Rich Snippets: what they are and how they work

As you know, to make your rich snippets to appear in search results, you must implement’s structured data on your pages.

To do this, you need to have some basic programming knowledge.

Luckily WordPress, with its countless plugins, makes your job easier.

Here are the best plugins to implement structured data in minutes. In this way, you can bring rich snippets to appear in your search results without writing a line of code.

All-in-One Schema Rich Snippets

All In One Schema Rich Snippets Logo

All-in-One Schema Rich Snippets is one of the most widely used WordPress plugins to create rich snippets.

The plugin is free and supports the following types of structured data:

  1. Events
  2. People
  3. Products
  4. Recipes
  5. Software
  6. Video
  7. Articles

Besides, they have announced new integrations:

  1. Breadcrumbs
  2. Local businesses
  3. Books

Despite being widely available, Al-in-One Schema Rich Snippets is not among the most comprehensive plugins available on the market and does not have many customization options.

Nevertheless, it’s still a great free plugin that does its job well.

Schema Pro

Schema Pro Logo

If you are looking for a more professional solution and have a budget to spend on creating rich snippets, then you could consider the Schema Pro plugin, which offers a fast implementation of microdata for:

  1. Articles
  2. Books
  3. Recipes
  4. Products
  5. Courses
  6. Reviews
  7. Events
  8. Local businesses

With an intuitive interface and a three-step configuration process, you can implement the types of microdata that you think are most relevant to the content of your pages within seconds.

Schema App Structured Data

Schema App Structured Data Logo

Schema App allows you, in a very few steps, to automatically activate markups for all pages on your WordPress site. 

Specifically, you will be able to use markups of the following types:

  1. Page
  2. Post
  3. Search
  4. Author
  5. Category
  6. Tag
  7. Blog
  8. Breadcrumb
  9. Website

If you want to take full advantage of the potential of this plugin, then you can buy the paid version to be able to manage:

  1. Products on WooCommerce
  2. Links to Wikipedia and Wikidata
  3. Review widgets
  4. Custom posts

WP SEO Structured Data Schema

WP SEO Structured Data LogoSchema

WP SEO Structured Data Schema is a great plugin that offers extensive support for different types of structured data.

The microdata supported in the free version belong to the following categories:

  1. Organizations
  2. Local businesses
  3. News
  4. Blog post
  5. Events
  6. Products
  7. Video
  8. Services
  9. Reviews
  10. Restaurants

The pro version offers features such as:

  1. Auto-complete function
  2. Multi-site support
  3. Support for more microdata types

WP SEO Structured Data Schema is a complete plugin, and a great solution also in its free version.

WP Review Pro

WP Review Pro Logo

If you have a blog that mainly contains reviews of products or services, then a more specific plugin might come in handy.

It is WP Review Pro – available in both free and paid versions – a WordPress plugin that is ideal for integrating Rich Snippet for reviews.

WP Review Pro offers support for reviews of:

  • Products
  • Books
  • Games
  • Films
  • Music
  • Art
  • Places
  • Recipes
  • Restaurants
  • Software
  • Shops
  • TV series
  • Websites

Being a review-specific plugin, WP Review Pro offers several custom-designed solutions and rating systems.

An interesting feature of the paid version WP Review Pro is the integration of Google Places’ reviews on your WordPress site.

WP Product Review

WP Product Review Logo

An alternative to WP Review Pro is WP Product Review. It is the ideal solution to integrate specific microdata for reviewers.

Among the available features, WP Product Review offers:

  1. Custom ratings
  2. Comparison tables
  3. Shortcode for reviews
  4. Product lists
  5. Reviews written by visitors.

The plugin is extremely intuitive and highly customizable, although a bit too basic on the visual point of view.

WP Product Review is available in both free and paid versions. It is a great solution for review-based websites and blogs that sell products through affiliate programs.

Want to check if you’ve implemented structured data correctly?

Whether you used WordPress plugins or entered structured data manually, it is important to make sure you implemented it correctly.

You can verify that you have entered the structured data correctly with our SEO Checker tool for free:

Structured Data Test Tool

Another useful tool is Google’s structured data test tool.

To test the correct implementation of structured data, simply enter the URL of the page and the code snippet.

The tool will show the page’s microdata and their type, showing implementation errors.

Try it now.

White Hat, Gray Hat and Black Hat SEO: what are the differences?

SEO is a vast matter. It includes many techniques, approaches, and even points of view about professional ethics.

For this reason, SEO professionals identify three main categories of optimization practices:

  • White Hat SEO techniques;
  • Gray Hat SEO techniques;
  • Black Hat SEO techniques. 

If you work with SEO, you are already using techniques that fall into one of these three categories, whether you are aware of them or not. In this article, we go into detail of the white hat, black hat, and grey hat SEO techniques and their features.

What is white hat SEO?

Professionals use White hat SEO techniques when they comply with the guidelines provided by Google and other search engines and doing their work without cheating.

The White Hat SEO consultant plays by the rules and doesn’t try to get around them. She doesn’t exploit the flaws of the algorithm, nor she damages her competitors.

Doing white hat SEO is the best solution if you aim to long-term results and don’t want to see your work go wasted after a Google’s algorithm update, penalizations, or manual actions

You’ll see results coming slowly, but steadily.

Examples of White Hat SEO techniques

  • Keyword research;
  • Optimization of the website user experience;
  • Natural use of keywords in the tag title and headings, in the content, in the alt text, and the anchor;
  • Constant quality content creation.

Black Hat SEO

As you can imagine, while White Hat SEO is linked to an ethical, rules-abiding way of working, Black Hat SEO is quite the opposite.

With Black Hat SEO, we mean an approach to search engine optimization that aims to get the best results as soon as possible with any means necessary, including techniques for SERP and algorithms’ manipulation, or even practices that are at the edge of the law, that slander or damage the competitors. 

What are the consequences of such practices?

Compared to White SEO, Black Hat SEO techniques can boost your results in no time. But their effect is always temporary. Eventually, the search engine will get the better of you, thanks to its constant updating and searching for malpractices. 

A Black Hat SEO strategy always ends up with a penalization and the disappearance of the website from search results.

Examples Black Hat SEO techniques

  • Keyword stuffing (it’s obsolete, anyway);
  • PBN (private blog network) creation;
  • Use of doorways;
  • Cloaking;
  • Duplicate contents

Gray Hat SEO

As well as in life, SEO it’s not necessarily a matter of black or white. There various shades of gray, and we’re not talking about anything kinky.

Grey Hat SEO techniques don’t break Google’s guidelines, but it does not mean that the search engine looks favorably upon them. 

They are strategies that the algorithm cannot notice and aim to improve the ranking of a website in a not-so-natural way.

Examples of Gray Hat SEO techniques

  • Moderate link building practices;
  • Edit the publication date of articles and make them appear as new;
  • Republish preexistent content with just little modifications.

White Hat or Black Hat?

SEO is a complicated matter, and a true professional must master many techniques. 

But SEO is not all about techniques and strategies. A relevant part of the job deals with ethical matters.

In the end, the choice is yours: will you be a diligent SEO or will you turn to the dark side?

Crawling, Indexing and Ranking: how do Search Engines work?

Search engines have evolved into answer engines. And very sophisticated ones.

Their job is to discover, interpret, and organize content on the internet; to show users results that are relevant to them and their needs. 

To be sure that your content appears to as many users as possible, you must understand how to make it visible first.

Visibility is the most critical aspect of SEO; the ‘zero moment’ when everything starts. If the search engine does not index your website, it cannot show it among its results.

But, how do search engines work? They do three things: crawling, indexing, and ranking.

  • Crawlingis the analysis of the webpages on the internet. The search engine scans the code and the content of every URL it finds.
  • Indexingis the gathering of contents found during the crawling process. If a page is on this list, it means that the search engine indexed it, and it can appear among the search results for the related queries.
  • Rankingis the order in which the indexed results appear on the result page (SERP). The list goes from the most relevant content to the least.


Crawling is the process through which the search engine rummages the content on the world wide web: websites old and new, articles, product sheets, images, links, etc.

Search engines use crawlers (also called bots or spiders) that, through specific algorithms, decide which websites to scan and how often, distributing the so-called crawl budget.

The crawler discovers new content by identifying and recording every link it finds on the scanned pages and then puts them in a list of to-be-crawled URLs.

This action is critical for SEO because this is the moment when the search engine discovers the number and the quality of connections of a page, both inbound and outbound. 

Do you wanna know more about crawling? Learn how Search Engines’ crawlers work reading our article.


Once it has extracted the page content, the crawler will put it on the index of the visited pages and organizes all the information. The information is then used to measure the relevance of the page compared to similar ones. 


While the two previous activities are the “behind-the-scenes” of the work of search engines, ranking is the most evident one. 

SERP is where an SEO consultant can show its customers the results of her work. Once a user enters a keyword on the search bar, the search engine will search on its index the pages that match the search query.

Then it gives to these pages a score calculated out of 200 different ranking factors.

If you did a good SEO job, the page, blog post, or product sheet you worked on would get a better positioning than your competitors.

Ranking factors

A page ranking process includes different aspects.

Putting technicalities aside, an ‘answer engine’ like Google continually learns how to provide information in the best way possible, putting into relation different factors:

  • Website typology: a simple ranking, made by the search engine to tell a search query from another;
  • Context: related to each search query;
  • Time: The importance given to a single factor varies with the query;
  • Layout: SERP will show different results depending on the search intent. 

Website typology

As soon as the user types a query, the first thing the search engine does is to categorize it so that it can return the best typology for that query.

For example:

  • Your Money, Your life (YMYL) websites;
  • Local businesses’ websites;
  • Adults websites;
  • News websites.
  • Etc.

It is an-ever changing ranking, but it helps determine to which ‘place’ a query belongs.


The search engine considers context, too. It extracts any relevant information form the user who types a query, understanding the social, historical, and environmental factors in play and providing the most useful answer. These factors are, for example, position, time, query type. 


Another aspect that you must keep into consideration is the relation between the ‘weight’ given to a query, the time it has been performed, and the time the content has been indexed.

This because every search query has a different intent, and the search engine knows it.

For this reason, results for, say, “First World War” are more influenced by the source authority, while for “movies out now” the search engine prioritizes the content freshness.

Results layout

The choice to show the knowledge graph rather than videos or related results depends on the query.

If the researched content is mainly video, videos are what Google will show on the SERP.

Google SERP typing "how to make pizza"

If instead, the search intent is about a topic with many relevant queries, the “people also search for” box appears.

People also ask box

And this also goes for other SERP elements, such as topics and related searches.

Google searches related to dog food

What is crawling and why is it crucial for SEO?

To understand SEO and its dynamics, it is crucial knowing how a search engine analyzes and organizes the pieces of information it collects.

One of the fundamental processes that make search engines to index content is the so-called crawlingBy this term, we mean the work the bot (also called spider) does when it scans a webpage.

How crawling works

The search engines use crawling to access, discover, and scan pages around the web. 

When they explore a website, they visit all the links contained in it and follow the instructions included in the robots.txt file. In this file, you can find the directions for the search engine on how it should “crawl” the website. 

Through the robots.txt file, we can suggest the search engine to ignore particular resources within our website. Through the sitemap (i.e., the list of the site URLs), instead, we can help the crawler navigate our website, providing it with a map of its resources.

Crawlers use algorithms to establish the frequency with which they scan a specific page and how many pages of the website it must scan.

These algorithms help crawlers to tell a frequently updated page from one that doesn’t change over time: the crawler would scan the first one more regularly. A key concept, from this point of view, is the crawl budget.

Crawling of images, audio and video files

Usually, search engines don’t scan and index every URL address that they meet on their way.

We are not saying that crawlers are not capable of interpreting content other than text files. They are, and they’re getting better at it. Anyway, it’s better to use filenames and metadata to help search engines reading, indexing, and ranking the content on the SERP.

Crawlers on links, sitemaps, and submit pages

Crawlers discover new pages by scanning the already-existing ones and extracting the links to other pages.

The crawler adds the addresses to the yet-to-be-analyzed file list and, then, the bot will download them.

In this process, search engines will always find new webpages that, in their turn, will link to other pages.

Another way search engines have to find new pages is to scan sitemaps. As we said before, a sitemap is a list of scannable URLs.

Sitemap xml example

A third way is to send the URLs to search engines manually. It is a solution for telling Google that we have new content without waiting for the next scheduled scan. 

We can ask for a scan via Google Search Console.

However, you should resort to it only when you want to make Google scan several pages (imagine submitting one page at the time). Conversely, Google prefers XML sitemaps for large URL volumes.

How do Search Engines work?

For sure, Search Engines are fascinating. Their algorithms are more and more complex each day and it’s not easy (sometimes even impossible) to fully understand how they work.

If you want to know more, we suggest you read our article about the Crawling, Indexing and Ranking phases of Search Engines.

What is Google’s SERP?

Are you taking your first steps in the world of SEO and don’t know where to begin?

Let’s start with the basics. SERP is a fundamental part of SEO and therefore deserves an in-depth study.

What is SERP?

As you can imagine, SERP is an acronym. It stands for Search Engine Results Page.

Keeping it simple, it’s that page that contains the results that Google (and other search engines) provides to those looking for information about a particular keyword.

SERPs have evolved and have become much more complicated than a few years ago. Take Google’s. It’s easy to notice how much its SERPs have changed over time.

As always, it comes with a minimal style: a simple search bar below the logo, which is often replaced by a doodle.

Besides them, there are few other buttons: links to Google’s products and services (Gmail, Google Images, Google Apps, and Google Accounts) and the “customize” feature.

But, to discover Page and Brin’s creature’s real magic, we must type a query. Here, we can see how Google never ceases to surprise us: welcome to the actual SERP!

The filter bar and search tools

Between the search bar and Google’s SERP, we find search tools and filters. Depending on the topic you are looking for, the order of these items can change.

We type, for example, Sergio Leone. In addition to the main news in the Web section, we can refine the search by Images, Videos, News, and Books.

SERP example typing Sergio Leone

This order is neither random nor fixed: Google understands we’re searching for a director and gives us the most relevant information and the most relevant content first.

Thanks to Universal Search, the Google page also shows various elements of the results. In addition to the traditional Snippets that lead to web pages, we find the news box, images, videos, and the Knowledge Graph.

If the search intent is local – the user searches “restaurant + City Name”–, the maps will be in second place because the user is looking for a restaurant nearby. 

How does the SERP change?

The Search Engine Result Page will show a series of items based on the type of search: navigational, informational, or transactional.

In some cases, if the search is for a buyable item, paid results may appear.

An example? If the user searches for a “Gucci watch” on Google, she will find ads that will lead her to buy that watch.

SERP example typing Gucci Watch

We can find advertisements on the right side of the SERP, in the beginning, or the final part.

The SERP is no longer a simple list of URLs. It is a page that, depending on the query, provides different types of results and tries to refine itself over time, learning to respond to the user’s search intent.

To make its service more efficient, Google gives logged users the ability to use the “Your Related Searches” feature. This feature takes advantage of the user’s search history to return the most accurate results for her.

To satisfy the user’s search intent, the SERP can answer to the user even before showing results. If the query typed on the search bar is a question like What is the distance between Earth and Moon, the SERP will return a box with Google’s direct answer.

The elements that make up the SERP results

We start with the standard result – i.e., the snippet. It is crucial if you want to rank well within the SERP.

The snippet can be broken down into three elements.

Page title: By clicking on it, the user lands on the page.

URL. It is colored green. Sometimes we can see the breadcrumbs instead of the URL. The latter being the description of the path that goes from the website’s home to that specific page. 

In this way, the user can access the page category.

Meta description: It is a description of the page. We can enter it on the page code through a specific tag. If we don’t set it, Google will create one taking an excerpt from the page that it considers consistent with the user’s search.

The snippet can also include other elements that will help your result to stand out against the competitors. We are talking about sitelinks, minilinks, and rich snippets.


Sitelinks are links to the internal pages of the site. They also are a clue of a good SEO job because Google only shows them for the first result and only if it finds them useful for the user.


Like the site links, they are a series of links shown below the snippet. Minilinks allow the user to go from the page snippet to a different page of the same website.

Unlike site links, they can also appear for rankings other than the first one.

Rich snippet

Finally, rich snippets are search results that show on the SERP additional information.

Rich snippets example

Search engines use structured data to make a rich snippet appear in the SERP. It is a set of semantic tags that help the algorithm to interpret information.

Thanks to structured data, we can allow Google to show the ratings our customer gave to our products, to notify the user of events, or show the cost of a product or service.

To learn more about rich snippets, we suggest you read our dedicated article.

Check your site’s SERP ranking

Now that you’ve fully understood what Google’s SERP is, what it’s made up of, and what elements can help a website’s ranking, you may be wondering how to verify the ranking of your pages within the SERP.

Use Google!

The first way to verify the ranking of your website is to use a search engine. Log out to not influence the search engine and perform your tests on the search bar.

Google Search Console

Google Search Console is a tool that, among its many features, it also allows checking the pages’ average ranking.

To check your ranking regarding specific keywords, we just have to click on “Performance” on the left menu.

From this screen, you will be able to view locations based on:

  1. Search queries
  2. Pages
  3. Countries
  4. Devices
  5. Appearance in search
  6. Date