Google is testing a new carousel rich result feature which could transform the way local businesses, products, and events are represented in search results. Web optimization company WordLift had the opportunity to test this feature for a client in the travel industry, SalzburgerLand Tourismus, revealing its potential in brand visibility. Insights suggested a potential decrease in clicks, as users are increasingly served with targeted data without needing to click through to websites.
In aiding the promotion of SalzburgerLand Tourismus’ breathtaking Alps and mountain pastures of Salzburg, WordLift leveraged the power of Google Search’s rich results, aggregator units, and refining chips to improve search visibility and allow mountain bikers to easily discover Salzburg’s hidden gems.
The project featured structured data integration, data quality management, and rendering optimization. Using schema.org vocabulary, content was marked up and aligned with Google’s guidelines for carousels and rich results. To ensure data accuracy, WordLift partnered with Feratel, specialists in data infrastructure for tourist destinations, and used the Google Places API to enhance location accuracy. Given the data-heavy nature of the content, pagination was implemented for optimal search engine crawlability.
The implementation did pose challenges, especially in ensuring the accuracy and completeness of data from third-party providers and handling large quantities of data without compromising page performance. Solutions to these challenges include partnering with Feratel to refine the data using Google Maps API and handling large quantities of data by implementing pagination.
Early data indicates promising results, with significant impressions and advantageous positioning for key queries. While early click rates are low, WordLift anticipates an increase in engagement as the mountain biking and hiking season peaks.
Looking ahead, WordLift aims to further enhance the user experience and expand data integration to include additional entities related to the Salzburgerland region. They plan to improve rendering with further implementation of pagination, continuously track performance metrics, and refine their SEO strategy. Their goal is to provide a rich, informative, and engaging experience for users, while significantly boosting their client’s search visibility and user engagement.
