Google’s New Rich Cards: Approaches & Opportunities for Brands

digital-1
Advertising in Mobile Gaming Apps
May 19, 2016
Digital Digest
May: Digital Digest Feature
May 24, 2016

Google’s New Rich Cards: Approaches & Opportunities for Brands

Industry-Alerts-google

Google recently announced an upgraded version of Rich Snippets—Rich Cards. Google’s Rich Cards appear in organic mobile search results for recipes and movies. Rich Cards offer an enhanced visual design from the former Rich Snippets. Users are able to view a carousel of images with star reviews and the brand name. Rich Cards

Image courtesy of Google

Google’s results have evolved substantially, from standard search; to Rich Snippets, which offered an image accompanied by a description; to Rich Cards, which primarily offer visuals with little text.

Currently, Rich Cards are only available for recipes and movies.  It’s unknown whether or not they will be available for other products and services in the future. Google has stated that it is “actively experimenting with opportunities.”

Brands should follow the structured data requirements in order to appear for Rich Cards.

OPPORTUNITIES for BRANDS

Search engines, social outlets and retail sites are increasingly providing consumers with visual tools (e.g. Pinterest’s Visual Search, Amazon’s Visual Search App, Google Reverse Image Search, etc.). Users are seeking a richer, more relevant search experience.  By providing images in place of text, consumers are able to quickly retrieve the information they need.

Although recipes and movies are currently the only features offered in Rich Cards, this could change in the future.  If and when this change happens, brands other than those providing recipes and movie information should focus on:

  1. Optimizing content for consumer intent

Brands that have the opportunity to surface in the form of Rich Cards should ensure that their content is optimized to reach consumers that are expressing interest in their products or services. To demonstrate, if consumers are searching for a particular type of recipe, say “apple pie recipe,” brands should conduct additional keyword research to uncover the types of keywords for apple pie recipes that will lead the consumer to convert. Then, the brand has a better chance of appearing in the search engine results page (SERP) and encouraging consumers to visit their website and convert, whether that involves purchasing a product used in the recipe, watching a video, sharing or e-mailing the recipe, etc.

  1. Creating fresh, relevant content

Brands should continue to create new content that engages readers. In the event that a brand is seeking to present recipes through Rich Cards, they should create new recipes and content that revolve around the consumer. Brands should understand what types of recipes their target audience is seeking—are they quick meals? Desserts? Seasonal recipes? Finding out what type of content most intrigues a brand’s audience is crucial to leading the consumer down the path-to-purchase.

  1. Optimizing imagery

Because Rich Cards are primarily images, with a small amount of text underneath, brands should focus on optimizing the imagery for engagement. Brands should ensure that the images are:

  • Sized appropriately
  • Saved under a file name that accurately depicts the image
  • Optimized with descriptive and relevant Alt Image Tags to ensure that Google can understand the image

Ideally, for brands to appear in Rich Cards, they should focus on optimizing copy with fresh keywords and content to appeal to the consumer, create new content that relates to consumer search queries and optimize the images that are placed in Rich Cards for SEO Value.

To learn more about Rich Cards, contact your Performics account team today.


Comments are closed.

Performics Newsletter

[raw]



[/raw]