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Figure 27 - Rich Snippet Example In this result, the user can see on the top of the page, the title, the URL and the description of the search result, answering the question made by the user in the search query. To get such a rich snippet, the commissioner needs to add structured data to the website’s code. Structured data is coded using in-page markup on the page that the information applies to. The structured data on the page should describe the content of that page. The commissioner should not create blank or empty pages just to hold structured data; nor should add structured data about information that is not visible to the user, even if the information is accurate (Google Developers, 2017). Some tools can be used to help adding structured data to websites, such as Google Data Markup helper, as exemplified in the picture below: 42PDF Image | SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL MARKETING TECHNIQUE FOR INTERNATIONALIZATION IN HIGHER EDUCATION
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