My latest article at Ecommerce Developer, read it in full here.
Search engine optimization doesn’t end with the battle for ranking position. With thumbnail images, social mentions, reviews, news, shopping, maps, paid ads and more clamoring for attention on search results pages, ecommerce sites need to show off their snippets to win the searchers’ clicks. It’s like mating season for birds: The more visually stimulating snippet may win the click over a better-ranking snippet with a plain chirp and dull feathers. Increasingly, developers need to know which metadata and coding choices can turn a common sparrow into a SEO songbird.