Rich Cards get to the top of Google

You’ve almost certainly seen Rich Cards in use in Google, particularly if you use it to search out small nuggets of information. “200C in F”, “horchata recipe”, or “how to cure the common cold” might, at any given point in time, bring up a card. These snippets of information are immensely useful to the owners of the websites they’re pulled from. And cards, as a design element and a philosophy, are clearly the direction in which Google is moving.

 

The Front End

Here’s what a rich card looks like when I search for “how to cure the common cold”:

 

 

Google pulls this information from specially formatted data on webpages (in this case from the Mayo Clinic), and presents it in its own boxed off area, with very slightly rounded corners, and a touch of drop shadow, to make it look smoother. And that card, crucially, appears right at the top of the search engine results page. That means that it’s above the other organic results, and usually even above the ads (or sometimes after one ad). If your website is set-up for rich cards, you can appear in that coveted top-of-the-page slot.

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