RIP Rich Cards, 17 May 2016-5 July 2017

In a recent change, pictured below, to the Google Developers page "Mark Up Your Content Items" ( Google has abandoned the label "rich cards" that they introduced in May 2017 (

Instead, they are now referring to the family of results to which "rich cards" were originally said to belong - "rich results".

And on the subject of rich results, the "Introduction to Structured Data" ( page has also been modified to include this newly-added paragraph:

Using structured data enables a feature to be present, but does not guarantee that it will be present. The Google algorithm tailors search results to create what it thinks is the best search experience for a user, depending on many variables, including search history, location, and device type. In some cases it may determine that one feature is more appropriate than another, or even that a plain blue link is best.
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