So what exactly are rich cards and why should you use them?
According to Google, rich cards are the new search result format built after the success of rich snippets. Both of them use schema.org structured markup for displaying content in a more engaging and visual format. The main focus of the update is to provide better mobile user experience.
Google initially started showing rich cards for recipes and movies in the United States. In an update in March 18, 2017, Google announced on their Webmaster Blog that rich cards have expanded globally. Additionally, rich cards are now supporting AMP format to make it easier for users to swipe instantly from page to page. Different content now has rich card features, including videos, reviews, music, articles and local businesses.
So how do you use rich cards for your website?
If you’re new to the game of rich cards and rich snippets, firstly identify what type of data best describes your content. Then, look at the markup reference and find what type matches your content so you’ll understand the recommended properties for your page. Keep in mind that a single page may have more than one content type markup. For example, an article can have video so you should add a markup for both the article and video so they will be eligible to show on rich results. You can go to Schema.org to check all the markup options available. Alternatively, you can use the Data Highlighter feature on Search Console.
The last step is to test the markup and make sure that it is working as it should. You can use Google’s Structured Data Testing Tool for that. It will help you verify that you have the correct markup and the features are working.
Check your progress in the Search Console Rich Cards reports.
Google has made it easy for you to track the performance of your structured data. You can find the Rich Cards report in your Google Search Console. It is under the Search Appearance tab at the left side – you can see this when you login to your account. Here, you will find everything related to your structured data such as how many cards are indexed and if there’s any critical (or non-critical) problems that you need to resolve.
Should you be using Rich Cards? The answer is yes. There is always a stiff competition to get that precious real estate on top of the search results. And if you want your content to get to the top, you need to play by Google’s rules. At all times.