Google Search just made it a lot easier for mobile users to find recipes, events, products, and reviews with "rich cards," a new format that displays search results in browsable carousels.
A step up from the thumbnail-friendly "rich snippets" Google introduced six years ago, "rich cards" launched last week with two content categories: recipes and movies.
"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.
If you run a healthy-living site, for example, new rich cards let you build a swanky preview of a handful of recipes, showcasing a prominent image for each dish, as well as a morsel of information and a star rating.
Previously, rich snippets only highlighted one photo. Rich cards, however, "helps users find what they want right away, so you're getting users who specifically want that especially delicious cookie recipe you have," the blog said. Scrolling carousels (swipe left or right to navigate), meanwhile, can contain cards all from the same site, or from multiple sites.
Rich cards will appear initially on mobile google.com search results in English; Google is "actively experimenting" with more opportunities for more publishers.
More details about how to implement this are listed on Google's blog post. Webmasters can then keep track of how many rich cards are indexed. Plus, a new—currently in closed beta—"rich results" filter in Search Analytics helps users track how their rich cards and snippets are performing.
Last month, Google beefed up its search results with live TV listings, presenting when and where you can catch your favorite shows on TV and the Web. But keep an eye out for new shopping ads scattered about Image Search: When you look up pictures of, say, a sofa, Google will begin displaying relevant advertisements from its partners .