Technical SEO Insights: Leveraging Rich Results, Aggregator Units, and Refinement Chips for Mountain Huts in Austria!

At WordLift, we focus on optimizing websites to enhance visibility and engagement through advanced search features. This article explores our implementation of rich results, aggregator units, and refinement chips, specifically aimed at promoting alpine pastures and mountain huts in a designated region for mountain biking enthusiasts.

Project Overview

Client Objective:

Our client, SalzburgerLand Tourismus, aims to enhance the discoverability of various alms and mountain pastures in Salzburgland for mountain bikers. By leveraging Google Search’s rich results, aggregator units, and refinement chips, we sought to provide an engaging user experience and improve search visibility.

Implementation Steps:

Structured Data Integration:

We utilized the schema.org vocabulary to mark up the content on the client’s site. This included:

Using the ItemList schema to list multiple alms.

Embedding LocalBusiness schema for each alm with detailed attributes such as name, image, URL, address, and geo-coordinates.

Ensuring the markup aligns with Google’s guidelines for carousels and rich results.

Data Quality Management:

Partnering with Feratel, a leader in data infrastructure for tourist destinations, we ensured the accuracy and completeness of the data. Additionally, we refined the data using the Google Maps API to enhance location accuracy.

Rendering Optimization:

Given the data-rich nature of the pages, we implemented pagination to ensure optimal crawlability by search engines. This approach allows the crawler to access all entities without overwhelming the page load.

Example of Implemented Markup

Below is an extract of the JSON-LD structured data used:

{
“@context”: “https://schema.org”,
“@type”: “ItemList”,
“itemListElement”: [
{
“@type”: “ListItem”,
“position”: 1,
“item”: {
“@type”: “LocalBusiness”,
“name”: “Geisl-Hochalm 1.904 m am Wildkogel”,
“image”: [“https://resc.deskline.net/images/SBG/1/213a1b48-49fe-41a9-89a1-b15bca369b7e/55/Geisl_Hochalm.jpg”],
“url”: “https://www.salzburgerland.com/de/almsommer-mountainbike-almen-liste/pois/SBG/8e55e58a-e287-42e4-a0e8-a4da3530debf/geisl-hochalm-1-904-m-am-wildkogel”,
“address”: {
“@type”: “PostalAddress”,
“addressLocality”: “Bramberg”,
“addressCountry”: “Österreich”
},
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: “47.295939”,
“longitude”: “12.2931”
}
}
},
{
“@type”: “ListItem”,
“position”: 2,
“item”: {
“@type”: “LocalBusiness”,
“name”: “Hölzlahneralm 1.583 m”,
“image”: [“https://resc.deskline.net/images/SBG/1/bf8e61fb-f564-4bd7-9cfb-4f5b17fb6bf7/55/Hölzlahneralm.jpg”],
“url”: “https://www.salzburgerland.com/de/almsommer-mountainbike-almen-liste/pois/SBG/85dd5eac-62a9-46e1-857b-3e5a698a5c7f/hölzlahneralm-1-583-m”,
“address”: {
“@type”: “PostalAddress”,
“addressLocality”: “Krimml-Hochkrimml”,
“addressCountry”: “Österreich”
},
“geo”: {
“@type”: “GeoCoordinates”,
“latitude”: “47.1797”,
“longitude”: “12.181783”
}
}
}
]
}

Featured Results on the SERP

Here is an example of the rich results and the carousel we achieve.

Challenges and Solutions

Data Quality:

Challenge: Ensuring the accuracy and completeness of data from third-party providers.

Solution: Partnering with Feratel and refining data using Google Maps API.

Rendering and Crawlability:

Challenge: Handling large amounts of data without compromising page performance.

Solution: Implementing pagination and ensuring that the markup is accessible to search engine crawlers.

Engagement Metrics:

Observation: Early data shows significant impressions and good positioning for key queries, though clicks are low. This is expected as the filtering/selection is directly happening on Google SERP and can be applied to different Search Features where the interaction happens on Google.

Anticipation: With the mountain biking and hiking season getting to its peak, we expect an increase in engagement and more solid data by the end of September.

Future Steps

Expand Data Integration: Import and map additional entities related to the beautiful region of Salzburgerland.

Improve rendering: Adding pagination will help both users and Google’s crawler consume the content at best

Monitor and Optimize: Continuously track performance metrics to refine and enhance the SEO strategy.

User Experience Enhancement: Ensure that the site provides a seamless experience for users seeking information on mountain biking alms in the Salzburgland region.

By implementing these advanced search features and structured data, we aim to provide a rich, informative, and engaging experience for users while significantly boosting our client’s search visibility and user engagement.

For more detailed guidance on implementing similar features, visit Google Search Experiences and Structured Data for Carousels.

The post Technical SEO Insights: Leveraging Rich Results, Aggregator Units, and Refinement Chips for Mountain Huts in Austria! appeared first on WordLift Blog.