Any of you who use Google on a regular basis have probably noticed that more and more often results are showing up with extra data.  For example, Author Data has become a very common thing to display – usually showing the photograph and name of the person who wrote a specific article (like the listing below)

Google has also just upgraded the amount of rich data that they will show for products.  In the picture below, the ratings and price that are part of the product listing come from what Google calls Rich Snippets.

This data is pulled from any number of formats – the preferred method is to use HTML5 microdata which is a simple way of adding tags to code that specify data types for that specific piece of content.  Google currently supports content for the following data types:

• Reviews
• People
• Products
• Businesses and organizations
• Recipes
• Events
• Music

Google also recognizes markup for video content.

How can you use this?

Short of integrating all of the data possible on your website into this new structure, what I’m going to focus on today is getting your picture put next to articles that you’ve written that are indexed in Google.  Google is a little sneaky about the Author data, and it doesn’t work the same way as other microdata.  In order to get your author profile picture to show up, you have to use Google+.  If you aren’t on Google+, you first have to set up an account.  You can then like that account to an email address on the domain that you are publishing content from, and Google will pull your profile picture and name from Google+ and add it to the listings.

Although it seems that Google is constantly inventing new and sneaky ways to make people sign up for their service, this is one that can actually be exceptionally worthwhile.  Having pictures next to search listings has shown to dramatically increase the click through on those listings, and every bit of traffic helps, right?

For detailed instructions on getting this set up, and an alternative method if you don’t have the ability to get an email on the domain you are publishing on, check out Google’s guide to setting up author information for your content.

One more cool tool.

Once you think you have your pages working, try out the Google Rich Snippets Testing Tool.  This is a cool tool where you can enter your URL and, if you are using microdata, Google will show you what your search results could look like.  Note that this is no guarantee that it is what your search results will look like, it is just a way of confirming that you have your microdata set up correctly, and then if Google chooses to use it that can.

Google also just released an html box on that page that allows you not only to enter a URL, but actually to enter code for a page BEFORE you upload it, so you can make sure your formatting is all correct before your page ever gets online and gets indexed with incorrect data.

“All businesses, no matter what they make or sell, should recognize the power and financial value of good design.”

For many businesses, hiring a designer is something easily overlooked in an effort of keep costs down. What many don’t realize is that a well designed product, marketing campaign or website has the power to energize and increase business. Not only does it reflect on the quality of the product or service to prospective clients, but it provides confidence and a strong asset for stakeholders.

You know that feeling when you’re wearing a tailored suit or lovely dress? A strong identity and well executed online marketing effort has a similar effect. When you know that the tools you are using are well thought out and of high quality, confidence and effectiveness can skyrocket.

“What is certain is that the design bar has been raised and design-oriented businesses are winning.”

If you want to not only outshine your competition, but outperform them, it’s a good idea to take a look at your business from the ground up. Are you making everything having to do with your product or service as pleasant and useful as possible for your clients? Are your marketing tools and is your website a point of strength or weakness for your stakeholders?

These are things to consider in this new Era of Design.