Must-Know Facts About Google’s Rich Card Carousel

What You Need to know about Rich Cards

Part of having a good SEO marketing strategy is staying up to date when new changes occur in the digital world. Here's a break down of Google's new rich card carousel update to their SERP display.

cell phone showing Google's rich card carousel


As a digital marketing agency in Fort Lauderdale, we know that Google is on a never-ending quest to improve the user experience. Google does this by bringing users diversified results based upon core factors such as keywords, local search, and relevancy. Our content marketers at Tandem understand that in order to have a successful SEO marketing strategy, it is imperative to stay up-to-speed with Google’s updates and evolve their digital marketing techniques accordingly. It is easy to see that users find content that hosts images engaging and useful. According to a study conducted by BrightEdge, Tweets with images receive five times the engagement in comparison to tweets with no image, Facebook posts that have images receive 39 percent more engagement, and content with images receive 94 percent more views than pieces of content without graphics.

Google has been working on improving the user experience for certain inquiries that are more visually relevant. On May 17, 2016, Google announced yet another change to their SERP display. They are now using rich cards in the carousel. The rich card carousel is a new Google search result feature that uses schema.org to display content in a visually engaging format.

For the time being, this feature will initially be rolled out on mobile, and will only apply to recipes and movies. For all of the enterprises that do not facilitate recipes or movies as a marketing strategy, the possibility of Google further developing the rich card carousel in regards to other queries remains highly plausible.


The rich card carousel creates an interactive search feature that was designed to allure users with visually appealing and relative results.  The perfect example of this new SERP feature is a query for a recipe that returns an image of the dish along with a short snippet of the recipe. When used correctly, the new rich card carousel is a great way to bring additional traffic to your site.

Google has announced that they are experimenting with methods to make this new feature accessible to other types of businesses. Our digital marketing experts strongly suggest paying close attention to developments regarding the carousel. Even though this feature may not apply to your business archetype, it may very well become applicable to your company in the near future.

Another factor to consider regarding the rich card carousel feature is that when displayed, the results will occupy the top four positions in the SERP, leaving only one available spot above. This will undoubtedly increase the competition to rank. Companies and marketers are now forced to pay even more attention to their optimization efforts, including landing page optimization, unique content development, and the sharing of their content to strive to provide data-rich information that is properly optimized for the rich card carousel.


Get the Facts.

Fact 1. Google’s rich card carousel encourages brands to pay attention to their rich markup. Utilizing schema.org as a tool is a great way to format content and information for the carousel. With the introduction of rich card displays, companies need to make sure that they are not missing out on this opportunity. The proper markup of your information now will ensure that your company will be visible in the carousel when Google expands this feature to other enterprises.

Fact 2. The search giant has also introduced a Search Console rich card carousel checking tool that will tell you how well your markup is formatted and exactly how it will be displayed in the results. Make sure to include a visually appealing and relevant image in your markup to attract potential users.

Fact 3. It is important to be informed of the rules that Google has issued for website publishers. These rules determine if your website is eligible to be displayed in the carousel. According to BrightEdge, your company’s markup must follow these rules.


  • The markup must be for a single, specific recipe. General topics or lists on a single page will not be displayed in this format.
  • If a recipe includes a review, the quote must come from an actual person or organization.
  • You must provide an ItemList markup to create a summary of your recipe if you want the recipe included in a host-specific list.
  • If you are operating on a host-specific site, then your site must include a summary page that contains all the recipes in the collection. This ensures that users who click on the summary link can trust that they will see a page that includes the recipes that are related to their search.