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Google Rich Cards

[ Edited ]
Top Contributor
# 1
Top Contributor

Rich cards are a new Search result format building on the success of rich snippets. Just like rich snippets, rich cards use structured markup to display content in an even more engaging and visual format, with a focus on providing a better mobile user experience.




Evolution of search results for queries like [peanut butter cookies recipe]: with rich cards, results are presented in carousels that are easy to browse by scrolling left and right. Carousels can contain cards all from the same site or from multiple sites.


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.

We’re starting to show rich cards for two content categories: recipes and movies. They will appear initially on mobile search results in English for We’re actively experimenting with more opportunities to provide more publishers with a rich preview of their content.


We’ve built a comprehensive set of tools and completely updated our developer documentation to take site owners and developers from initial exploration through implementation to performance monitoring.


Explore rich card types and identify where your content fits

Browse the new gallery with screenshots and code samples of each markup type.


Test and tweak your markup

We strongly recommend using JSON-LD in your implementation.

  • Find out which fields are essential to mark up in order for a rich card to appear. We’ve also listed additional fields that can enhance your rich cards.
  • See a preview in revamped Structured Data Testing Tool of how the rich card might appear in Search (currently available for recipes and movies).
  • Use the the Structured Data Testing Tool to see errors as you tweak your markup in real time.




Keep track of coverage and debug errors

Check how many of your rich cards are indexed in the new Search Console Rich Cards report.




  • Keep an eye out for errors (also listed in the Rich Cards report). Each error example links directly to the Structured Data Testing tool so you can test it.
  • Submit a sitemap to help us discover all your marked-up content.
Find opportunities for growth

In the Rich Cards report, you'll see which cards can be enhanced by marking up additional fields.




Monitor performance

A new “Rich results” filter in Search Analytics (currently in a closed beta) will help you track how your rich cards and rich snippets are doing in search: you’ll be able to drill down and see clicks and impressions for both.

 Q: Can I keep my existing rich snippets markup?

A: Yes, you can! We’ll keep you posted as the rich result ecosystem evolves.


Q: What about the Structured Data report in Search Console?

A: The Structured Data report will continue to show only top-level entities for the existing rich snippets (Product, Recipe, Review, Event, SoftwareApplication, Video, News article) and for any new categories (e.g., Movies). We plan to migrate all errors from the structured data report into rich card report.


Q: What if I use the wrong markup?

A: Technical and quality guidelines apply for rich cards as they do for rich snippets. We will enforce them as before.


Learn more about rich cards in the Search and the mobile content ecosystem session at Google I/O (which will be live streamed!) or on the Developer site. If you have more questions, find us in the dedicated Structured data section of our forum, on Twitter or on Google+.


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1 Expert replyverified_user

Re: Google Rich Cards

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

@James_Clemens Thanks for posting this!

They previewed some of this at the Mobile Experts day a couple months ago at the Mountain View HQ, but it hadn't been fleshed out like this yet. Mostly what we saw was the new card/virtual storefront format for shopping results, and how certain types of searches were going to start getting carousel results at the top of SERPs. I've been all over schema for our clients and am a frequent user of the structured data testing tool, so this is fantastic to see!


What I'm really curious about now is how this will show up in analytics. Will we be able to see segmented data for rich cards? Will there be ranking data? Maybe they could also include the analytics on the Shopping ads that appear at the top of SERPs, especially with their new prominence.

Re: Google Rich Cards

[ Edited ]
Badged Google Partner
# 3
Badged Google Partner

Personally I'm very excited about this enhancement. This will really help out small businesses @James_Clemens

And yes remember some announcements about this about a couple of months ago @Spike M

Re: Google Rich Cards

Top Contributor
# 4
Top Contributor

@Spike M, good question about analytics. I sure hope so.


Since this is a by-product of structured mark-up schemas, it will surely help with ranking and smart SEO practices. And it will certainly help small business, as @Molly Y points out. 


Will be fun to see this product grow. 

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