New results format in Google: rich cards

Google has introduced a new format for the search results pages: rich cards are a new search result format building on the success of rich snippets:

rich cards

How do rich cards work?

Just like rich snippets, rich cards use structured markup. The data from the structured markup code will be used to display the content of the web page in a more engaging and visual format.

The focus lies on providing a better mobile user experience.

With rich cards, results are presented in carousels that are easy to browse by scrolling left and right. Carousels can contain cards all from the same site or from multiple sites.

Rich cards will only be displayed on mobile devices, and only for searches in English on

Can you benefit from rich cards?

Rich cards are a new opportunity to stand out in the search results. Rich cards can help you to attract more targeted users to your page.

Google currently supports rich cards for two content categories: recipes and movies. If you have a recipe or movie site, rich cards can help you. Google is experimenting with more categories so this might work for other categories in the future.

How to create markup code for the new rich cards

The easiest way to create markup code for the new rich cards is to use our free JSON-LD markup code creator:

JSON markup code generator

Just enter your data and the tool will create the correct code for you. You can find the tool here in SEOprofiler: Your project > Page optimization > JSON-LD markup creator

The JSON-LD markup code creator is a free tool that is even available in the free demo version of SEOprofiler. If you haven’t done it yet, create your SEOprofiler account now:

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Tom Cassy

Tom Cassy is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at “”.