Google has introduced a new visual format for web pages in SERPs called rich cards. The format is an extension of rich snippets and is aimed at giving publishers the ability to enrich how Google displays pages in order to boost engagement on smartphones and tablets.
Rich cards are similar to rich snippets but will offer larger, higher-resolution images in a card carousel feature to improve the end user experience and drive traffic. It will initially be limited to movie and recipe sites on google.com, but the search engine giant has confirmed its intentions to roll out the format to other types of sites and more users in the coming months.
“For site owners, this is a new opportunity to stand out in Search results and attract more targeted users to your page,” Google said in a blog post. “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.”
Enterprises that want to benefit from the new mobile-friendly format must implement the rich card protocol. Google has updated its documentation and added a new gallery to offer advice on how to explore and set up rich cards for a site and to highlight its benefits. There will also be a new “Rich results” filter added to Search Analytics to help users track performance and a rich cards report located in the Google Search Console, which will highlight coverage and debug errors.
Google has also updated its Search Analytics offering with the addition of Accelerated Mobile Pages (AMP) data. This means that brands will now be able see exactly how their mobile-friendly pages are performing in Google Search. Users will be able to compare metrics and track visibility over time for AMP, which is Google’s own open source initiative aimed at optimising content for mobile. The latest moves are part of Google’s plans to make it easier and faster for Search users to find the content they need.