Jo is a marketer at Papier, a stationery company that does most of their business online. Jo has noticed that Papier is falling behind their competitors in search results and wants to improve their ranking and clickthrough rate. How should Jo go about optimizing the Papier website for this goal?

Adding structured data to product pages enables eligibility for rich results like reviews and ratings, which enhances visibility in SERPs. Optimizing meta descriptions improves relevance and encourages higher click-through rates. Together, these tactics make pages more appealing to users and search engines, directly addressing both ranking signals and engagement metrics.