Snippet

Also called: text fragment

A snippet is a fragment or sample of a longer text used to give an impression of the entire version.

Search engine results use snippets (combined with a title and the URL of the page found). Search engines like Google usually display a snippet of text that comes from the page in question. Showing a one- or two-sentence snippet of text that contains the keywords that were searched for tells the user something about the context in which these keywords appear in the text. When a suitable sample cannot be found, the meta-description is often relied upon. The snippet displayed on the results page helps determine the likelihood that a user will click on a result.

Rich and featured snippets

In addition to standard snippets, there are also rich snippets and featured snippets, which attract extra attention in search results.

Rich snippets show, in addition to a text snippet, additional information such as star ratings, images, prices or specifications. This enriches search results and gives users more relevant information at a glance. For example, a search for a restaurant may show not only a description, but also reviews and opening hours. Rich snippets improve the visibility of a website and make the result more attractive to click on.

Featured snippets, on the other hand, are often displayed at the top of search results, in what Google also calls "position zero." These snippets provide direct answers to a search question and are usually displayed in a prominent frame. For example, consider a chart, table or short answer to the question asked. Featured snippets are valuable because they grab attention and immediately show that your content offers the most relevant information.

Snippets in Email Marketing

However, snippets are also used in places other than the search functions of search engines and Web sites. For example, in e-mail programs that display the first sentences of a message in the list of e-mail messages in addition to the sender and subject line. Within e-mail marketing, this is cleverly capitalized on by having the message begin with a stimulating opening, which often includes a personalized salutation. Making clever use of these snippets can increase the opening percentage of emails.