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Google's Rich Cards Expands to More Verticals

Posted on 11.21.2016

Google's Rich Cards, which launched in May 2016, provide site owners an opportunity to present previews of their content on the search results.

Limited previously to movies and recipes verticals, this week Google announced that the program is expanding to include local restaurants and online courses.


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Some search results for queries with rich cards will present results in new UIs including carousels or a vertical three-pack.

Google did indicate that while AMP HTML is not required to obtain rich cards for a site, they continue to recommend using the framework.

The extension of the program will make it possible for users to swipe through restaurant recommendations from sites like TripAdvisor, Thrillist, Time Out, Eater and 10Best, and browse courses from sites like Coursera, LinkedIn Learning, EdX, Harvard, Udacity, FutureLearn, Edureka, Open University, Udemy, Canvas Network and NPTEL. 

Google also announced some changes to its tools to make it easier to create Rich Cards. The Structured Data Testing Tool, for example, now displays markup errors and a preview card for Local restaurant content as it might appear on search results.

In addition, the new Rich Cards report in Search Console will show which cards across verticals contain errors, and which ones could be enhanced with additional markup.

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