It’s been nearly six years when Google has introduced the ‘Rich Snippets’. It uses structured mark-up schemas from Schema.org to display Image, start rating, author mark-up or other information in the search result. The company has decided to take a step forward and introduced ‘Rich Cards’ especially for the mobile searchers. Users will be able to see the new format of the search result for certain search queries. Rich Cards are basically designed to provide a better search experience for the mobile searchers.
Na’ama Zohary from Search Console Team and Elliott Ng (Product Management Director, Search Ecosystem) has posted the news on the Webmaster Central Blog. “For site owners, this is a new opportunity to stand out in Search results and attract more targeted users to your page. For example, if you have a recipe site, you can build a richer preview of your content with a prominent image for each dish. This visual format helps users find what they want right away, so you’re getting users who specifically want that especially delicious cookie recipe you have.”
Google will display the search result in the card like format via rich cards. These cards will be displayed on the top of the organic search results. Rich Cards will contain the information such as prices, star rating and user review count etc. All the cards will be displayed in the horizontal carousel that can be swiped from left to right to see next cards. This search carousel may contain all card from one website or from the different websites. So, this could be the great opportunity for you if you are having a product rich healthy website.
Google has currently introduced Rich Cards for Movies and Recipes category only. They will appear in search results for the English search queries on Google.com from mobile devices. Google is figuring out the way to introduce this to other categories and users. If you are currently using the structured data for the rich snippets, that won’t go anywhere after implementation of the rich cards. Both ‘Rich Snippets’ and ‘Rich Cards’ use the same structured mark-up schemas from Schema.org. Google has also updated the Structured Data Testing Tool to help developers understand how content will look in the new format.
Google has also added the rich cards report in the Search Console. This report will tell webmasters how the Rich results are performing in the search. Rich cards report will display the indexing rate and error reports. This will help webmasters solve the technical coding errors and reach the right audience on the web. It will also guide Webmasters to fully enhance the cards by adding additional fields. Google is also planning to add new ‘Rich result’ filter in the Search Analytics to help marketers tracking how rich snippets and rich cards performing in search.
Google is continuously improving the search experience for the mobile searchers. They have started sending traffic to AMP for the mobile users. Now the company has come up with a visually appealing search result format. Google is very optimistic about the ‘Rich Cards’. According to Google, Rich cards will be the best option for the site owners for getting noticed by the right audience. Learn more about the rich card type here.