How-to guide: SEO Toolkit - Rich Data

In our latest how-to tutorial article, our Support Agent Tom talks through utilising the SEO Toolkit extension, specifically the ‘Rich Data’ section, to improve the way your company is presented on Google result pages. 


Google SERP (Search Engine Results Page) is an important phrase in the SEO community. It’s often the first impression of your company prospective customers will have, and the easiest place to get important information such as your website, phone number and email. This information forms part of the ‘Knowledge Panel’. To make the most of this tool, you need to register your business for a free ‘Google My Business’ account - sign up here: https://www.google.com/business/ 


Using the ‘SEO Rich Data’ section of the ‘SEO Toolkit’ gives you the ability to display information on the results page. Information such as:


  • Website name
  • Site logo
  • Social media profiles
  • Postal address
  • Phone number
  • Email address


In the image below, you will notice that the Knowledge Panels from Argos and Morrisons don’t have the social media profiles linked, and also display an incorrect logo for Argos. This is the information customers will see when searching for the company, it’s important that all the information displayed is correct, up-to-date and relevant.



Providing all this information allows the customer to get access to what they need as easily as possible. Customers looking for advice or to make a complaint may want to call, or perhaps would prefer to call to avoid potentially having to deal with an automated system. Linking all these services on the Knowledge Panel gives the customer the choice on how best to contact the company. 


In contrast to this, you can see examples from Ikea and Tesco where all the relevant information has been displayed correctly:



Ikea and Tesco both have better information on there Panels, which give the customer a better range of options to contact the companies. They have separate contact numbers for different departments, and appropriate logos and social media links to allow for access to as many services as possible. 


There are some areas of the Knowledge Panel which are out of the admins control, however. Features such as popular times, wait times and visit duration are controlled by visitors who have Google location history on their smartphones. The more visitors you have, the more data you have to work with, and the more accurate it is. Other areas on the search that aren’t controlled by the admin user are the ‘People also search for’ section, and the summary section, which is not to be confused with the description that is user defined, but has a character limit. 


Once the changes have been implemented, it will take around a week for the information to be crawled, and for it to display in Google. 


For a detailed guide on how to configure this extension for your site, visit the link here: https://amasty.com/docs/doku.php?id=magento_2:rich_snippets


If you haven’t yet added this extension, contact Liquidshop support to discuss if it is suitable for your site. Not all extensions work with all sites, so get in touch with the support team to find out more.