Eight Tips to Incorporate Rich Snippets to Conform to Google Hummingbird

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Google’s latest search algorithm update, known as Hummingbird, is one of the most important updates in more than a decade. The update devalues websites with poor content and makes sure that people are able to find relevant information through long-tail search queries, which Google calls ‘conversational search’. Hence, the update makes it easy to find information with search queries formatted like questions.

Google’s searching database, more popularly known as ‘Knowledge Graph’, has billions of pieces of information that you can search from. In order to organize the data on a website, Google and other search engines recommend using rich snippets., also known as ‘microdata’, came into existence in June 2011. In this article, you will get a few tips to mark up your content to conform to the Hummingbird update.

1. Microdata is More Important than Ever

What do people who visit your website find? The information on your website may be properly structured and presented for people to easily understand. However, with search bots, this is not the case. They do not understand the design of your website or the elements on it unless you specify them properly. For instance, if you have the name of a person on a web page and other relevant details, such as his/her address, phone number, spouse’s name, etc., a search bot has no way of knowing how these pieces of information relate to each other. On the other hand, if you specify how this bits of data relate to each other as shown below, the search engine will be able to better understand your page. Here is an example of marking up a person’s details using microdata.


itemscope itemtype=””>

<span itemprop=”name”>Sam Worthington</span>
<span itemprop=”jobTitle”>Actor</span>


<span itemprop=”streetAddress”>
The address of the person is here.
<span itemprop=”telephone”>(111) 222-3333</span>


This markup essentially tells a number of things about the person in the context. When Google gets a semantic search query like “what is the address of Sam Worthington”, it will be able to display the web page containing the structured data above. Since microdata makes it easy for search engines to understand content, all the major search engines recommend using it.

2. Rich Snippets & Special SERP Listing

These days, when you search for specific items within Google, you are presented with information inferred with the help of rich snippets. For instance, when you search for the movies a particular actor has appeared in, Google shows a top bar with posters of that actor’s movies. It’s the same way, Google highlights recipes, events, product reviews, ratings, restaurants, videos, business organizations, etc.

Since Hummingbird enables the search algorithm understand natural language better and brings more relevance to search results, websites have to incorporate rich snippets within the content. This makes sure that your pages are highlighted for relevant searches.

3. Microdata is Available in All Languages

Although currently microdata and its documentation are provided in English, the schema can be used in any language as long as you follow the rules. This benefits your site when people use Google search in their local languages. Since microdata markup is not visible to the visitors, it does not affect the general presentation of the website.

4. Increase the Visibility of Your Business

With microdata markup, you can easily provide more information about your company. With appropriate markup, such information as your company’s name, description, logo, location, web address, telephone numbers, names of founders, names of employees, tax IDs, etc., can be incorporated. This will make all this information easily searchable. In essence, your marketing will be better with microdata markup. website provides different markup schemes for companies, brands, corporations, educational institutions, sports teams, government organizations, NGOs, etc.

5. Niche Websites Will Have More Advantages            

Since Google Hummingbird targets long-tail search queries, niche websites with good content will have a boost in search ranking. By incorporating specific markup schemes for niche products and services, you can make your website better. The algorithm update and microdata work together in improving relevance. E-commerce sites, job search sites, recipe sites, restaurant sites, etc., will find several benefits by incorporating microdata markup.

6. Microdata Helps Incorporate Your Information into Google’s Knowledge Graph

Whenever you search for something on Google, such as a famous person or a movie, you will find that the right-hand side of the search result page contains useful data about the entity with basic information and links to resources such as Wikipedia. This information is fetched from Google’s database of over half a billion different concepts and interrelationships among them. Proper microdata markup ensures that your website data is added to this knowledge graph and available to searchers faster.

Hummingbird is an algorithm that finds relevant information faster for long search queries. Such search queries will be used more often in the coming days when smartphones, tablets, and devices like Google Glass will be popular. People tend to ask a question rather than speak the keywords in order to find information on handheld devices. Voice search will be more efficient and straightforward.

7. Updating Your Existing Content

Many creators of good content continue to receive targeted traffic from search engines even without doing any active SEO work. Post-Hummingbird, you can boost your SEO by incorporating rich snippets in your old content. Within blogging platforms, this task should be fairly easy. WordPress, the most popular blogging platform in the world, provides you with a number of plugins to add microdata into your site.

8. Testing Your Markup to Conform to the Standards

After adding the markup to your web pages, you should test the pages to know whether the markup is properly incorporated or not. Particularly for a large website, some mistakes in markup are ineveitable. To know if your site has any errors, go to the Structured Data Testing Tool provided by Google; it is a part of Google Webmaster Tools. Within the Structured Data Testing Tool, you can see all the microdata objects in your web page. It tells you if anything has to be added or removed.


SEO has become a little more complex with the advent of microdata and Google’s algorithm updates. However, content creators who create regular, useful content have nothing to worry about. Properly incorporating markup on your web pages may help boost its search rankings.


Image Credit: Kevin Lawver via photopin cc

Federico Einhorn
Founder and CEO at FullTraffic. Passionate about Search Engine Marketing and Optimization, regular writer for the FullTraffic Blog. Since 2005, FullTraffic has evolved to become one of the most important Traffic providers worldwide for small to medium sized businesses.
Federico Einhorn
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  • Zander Fields

    “some mistakes in markup are ineveitable” – lol. Great article though, we just got started on planning our markup setup.

  • Joshua Belland

    I agree, Matt Cutts spoke a lot about this at Pubcon. He mentioned that schema markup will become even more important in the future and will be a strong factor in how Google gauges the quality of your content.

  • Randy Barnes

    Im guessing my current WordPress plugins just won’t give me all the power to handle all the code without some human effort so it’s off to search some code. Thanks for the homework.

  • shubhajit

    It’s a wonderful information shared here. Since search engines, especially Google is so vast, there is always possibility that junks are getting highlighted, but with the new update like this, I feel Internet will become more relevant and useful for general users.

  • Paul Rone-Clarke

    I’ve developed a little spreadsheet that creates the mark up using a few drop downs for category, name, details etc.
    I’ve seen tools that do it, but it’s all about a couple of key decisions.
    Firstly whether to make it entirely human visible (I’ve noticed you don’t have to have it as part of your visible website page)
    Secondly – how to integrate it into your site. If you decide to make it opaque this raises more issues.
    It would seem relatively easy for new sites to accomodate schema, and have it “built in” during the site design stage – i.e when they decide page or post layout. Harder for bigger/older sites who may have to retro-actively add all this detail and mess with their estalished HTML/CSS in the process

  • Manoj Soni

    Hello there,

    I have been working on implementing microdata on B2B Service oriented websites (e.g. web design service provider) and a service static page (e.g. web-design.php) which has about 400 words of what company has been providing.

    I am marking such pages with, but i see one more specific tag which is which falls under localbusiness. which one is better to use on such static service oriented page? WebPage or ProfessionalServices taking the fact in to account that business is not limited to local.


  • Stratos Papafotiou

    Actually Matt Cutts has answered that question in Google Webmasters Help Youtube channel, clearly stating that it can only increase your CTR but will have no effect in terms of SEO, maybe because SEO is becoming more and more Internet Marketing this is now a signal?

  • Aaron Bradley

    ”, also known as ‘microdata’”

    This statement is wholly in error. is (more-or-less) a vocabulary. Microdata is a markup syntax with its origins in HTML5. At present the officially-sanctioned methods of adding information to an HTML document are with mircrodata *or* RDFa *or* JSON-LD.

    I won’t propel myself in the spam queue by including a link here that details these differences, but can readily provide one if requested.