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Can Bing Chat AI Take Over Google Bard?

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Bing AI Chatbot

Over the years, we’ve seen some epic battles between search engine giants. We’ve watched as Google, Bing, and Yahoo have gone head-to-head, each vying for market share. Now, a new challenger has entered the arena–Bing’s chatbot AI. 

Launching this experimental tool last February 7, 2023 put Microsoft ahead of the race–and forced Google to take Bing seriously as a challenger for the future of search. 

But, the question is this: can Bing’s Chat AI take down Google Bard? Let’s probe further.

How Bing Chat AI Fares Now

Powered by OpenAI, Bing’s new chatbot was designed to deliver better search results and provide a new search experience for users–and it worked. 

Bing now has 100 million daily active users. While that seems like a tiny number compared to the millions that still use Google today, it’s enough to make them declare a “code red” with their own experimental chatbot, Bard.

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On March 8, 2023, Yusur Mehdi, Microsoft’s Director of Marketing, shared that Bing surpassed its 100 million daily active users after their Chat AI was launched a month ago. Here’s what Yusur Mehdi has to say about their progress on Bing’s new addition:

“Of the millions of active users of the new Bing preview, it’s great to see that roughly one-third are new to Bing. We see this appeal of the new Bing as a validation of our view that search is due for a reinvention and of the unique value proposition of combining Search + Answers + Chat + Creation in one experience.

Secondly not only are we seeing growth in new users, but we are seeing engagement growing as more people are conducting more searches daily. “

What can we glean from this? First, that Bing has greatly benefited from its launch first-debug later strategy, which Google failed to establish as a pioneer in the AI chat field. Safe to say that Google lost ground when it delayed its Bard launch over Bing’s ChatGPT

And second, that Bing’s on the right track in reinventing the search experience. With more than a month of beta testing (and a few weeks of open testing for everyone who signed up for their waitlist), we can now take a better look at how Bing’s Chat AI performs.

How to Access Bing’s AI Chatbot

If you want to check it out yourself, you’ll find Bing’s AI Chatbot as a new feature on their search bar. It’s under the “Let’s chat” button or the “Chat” button at the bottom of the search box. You can also click the “Chat” option on the Bing homepage.

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Doing so will bring you to the chatbot page. Here, you’ll see that it’s quite different from your typical search bar–and more like chatting with another person in something like Google Teams or Slack.)

I’ve been testing it out myself for the last two weeks, and I consider it to be a significant improvement over the functionality and user experience of ChatGPT

Bing AI Chatbot responding to my query of "who is SEO Hacker"

How Does Bing’s AI Chatbot Respond?

The ability to access the internet and current data is a significant improvement for New Bing. And New Bing takes this a step further by including sources and footnotes in search results, which addresses one key issue when you use ChatGPT.

It’s also content-aware, much like ChatGPT. It will remember your previous searches, so you can ask follow-up questions for more information on your topic of interest, without having to start over. However, there is a limit of up to 2000 characters per question.

Bing AI Chatbot responding to my query "who owns SEO Hacker?"

New Bing also includes chat prompts for other search options. When users select a prompt, such as “What is the meaning of SEO? “, it also provides some follow-up questions, such as “What is online reputation management.” This can lead to a more engaging conversation experience that scrolls to a different area of the website.

Bing AI Chatbot responding to my query of "what is the meaning of SEO?"

After testing New Bing over the last few days, I’m finding that the results are pretty helpful when choosing a prompt after searching.

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Recent Updates with Bing’s AI Chatbot

Following the weeks since its initial launch, Microsoft has introduced several updates to the AI chatbot. 

One of them is that it now offers replies in three different tones, in response to some of the earliest criticisms of the chatbot. 

Bing AI Chatbot's three response settings: Creative, Balanced, and Precise

 

The default is set to “Balanced,” which generally creates neutral responses that do not take sides on a specific topic. Other options are “Creative,” which generates more playful and original responses, and “Precise,” which generates the most concise and factual responses. 

Microsoft has also given another feature: the ability to generate images (which, at the time of writing, is currently a work in progress). Built on the DALL·E model, it allows users to generate images by typing the prompt “create an image,” followed by your instructions. 

Lastly, the search function on the chatbot itself is still limited to only 15 queries per session, and 150 queries per day. You can keep track of how many you have left in each topic at the bottom-right of the most recent response Bing provides:

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Bing AI Chatbot's response limitations

How Does Bing Chat AI Compare to Google Bard? 

Building from the substantial amount of search behavior with ChatGPT, Bing comes out strong, showing a new paradigm of what users can gain from using a search engine.

At present, it also presents a new method of search that isn’t possible on Google, which means it can take some potential traffic away from Google–though that would only make a small dent in Google’s search volume.

And this isn’t to say that Google won’t contend with Bing. Google has long been the gold standard when it comes to finding information online. Its algorithm is sophisticated and efficient, able to sift quickly through vast amounts of data to provide relevant results in a matter of seconds. 

At the time of writing, Google has just opened up its waitlist for Bard–but has yet to share anything substantial about its AI chat results. All we’ve seen so far is a very basic walk-through of Bard, and it doesn’t show much. 

The one interesting thing that we do know is that Google wants Bard to improve on the Knowledge Graph Cards you often see in their SERPS, particularly when asking questions that have simple answers. 

They’ve also stated that Bard’s responses are designed to answer NORA questions – queries with No One Right Answer. This is different from the approach being used by New Bing. You can check out a preview of how this works on Brodie Clark’s Twitter thread.

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Comparing the two at face value, I think that the approach used by Bing centers on publishers, whereas Google centers the content itself. But then again, as these two tools are still under development, we’ll just have to see how far they go with their implementation.

Can Bing Chatbot AI Take Over?

When it comes to the question of whether Bing AI Chat can take over Google Bard, there are several factors to consider. Both Bing Chat AI and Google Bard are chatbot technologies that use artificial intelligence to interact with users and provide information or assistance. Here are some points to consider:

  • User Experience: The success of any chatbot is greatly influenced by its user experience. A chatbot is more likely to be effective if it is simple to use, offers reliable information, and can comprehend user queries. In terms of user experience, Google has a long history and a more well-established track record of excellence. Bing Chat AI is constantly developing, though, so it might be able to catch up in terms of user experience.
  • Features and capabilities: Each chatbot’s features and capabilities should be taken into account. Google Bard is renowned for its capacity to comprehend complex queries and deliver precise answers. Also, it is compatible with other Google products, like Maps and Search. On the contrary, Bing Chat AI is still in its infancy and might not have as many features and functionalities as Google Bard might have.
  • Integration with other services: Another important element in the success of a chatbot is its integration with other services. Because of its ability to interface with other Google services like Maps and Search, Google Bard has a significant advantage in this regard. Users now have an easier time finding information and receiving the assistance they require. The advantage of being created by Microsoft, which has a vast range of services and tools that it might interact with, is that Bing Chat AI is still developing its integration capabilities.
  • Market share: Finally, market share is another factor to consider. Google is the dominant search engine, and Google Bard is built into its search results pages. This gives Google Bard a significant advantage in terms of visibility and accessibility. However, Bing Chat AI is also backed by a major tech company and has the potential to grow its market share over time.

It’s hard to say definitively whether Bing’s chatbot AI will eventually overtake Google Bard in terms of market share or popularity. However, one thing is certain—chatbots are becoming increasingly popular in search, and are already being used by some major companies like Amazon and Microsoft. 

As more companies begin integrating them into their customer service systems, they will likely become even more commonplace in the near future.

What Can We Learn From Bing’s Chatbot?

Bing is the first search engine to showcase what AI-powered features–such as a chatbot function–could mean for search. This means that it’s also the first to show just how difficult and unpredictable it is to work with new AI tools. 

Just take the beta tests with Microsoft’s Bing chatbot, which have been extensively documented by many over the past few weeks. This argument in particular is a good example of the surprises and mistakes it committed early on. 

But thanks to the open beta tests, Microsoft was able to put in additional content-generation safeguards, beefing up OpenAI’s own built-in restrictions. And as Microsoft learns its lessons, I’m sure that the rest of the Search Engine industry is following along.

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Microsoft’s new AI also presents a novel way to search. It opens a new era of interacting with information online because it’s conversational AI that taps into both a huge search database and powerful AI language models.

That said, there is still the looming risk of potentially serious consequences–AI models, even one as complex and as tested as Bing’s chatbot, may not be able to reliably sort fact from fiction. And we’ve yet to see any AI who can do so. Bard, fueled by Google’s extensive resources and development, also presented misinformation on the day of its big reveal

Even so, there is now an open AI arms race amongst just about every Big Tech company. Meta just announced its intent to focus on generative AI, while Snapchat announced that it has an ongoing experiment with OpenAI, the same firm that Microsoft is working with for its AI-powered chatbot.

While I am interested to see where this takes us, I fear that the speed at which these companies are going might result in “experimental” features that are ultimately less credible or functional than standard search. 

So, as fascinating as these tools are, I’d have to caution users on how they take in and interact with the information these conversational AIs provide.

Key Takeaway

Bing Chat AI’s early release has the potential to change the search landscape and SEO as we know it. It even has the potential to catch up to tech giants in terms of user experience, features, and integration capabilities. 

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But when it comes to Google Bard vs. Bing AI, the success of each chatbot will ultimately come down to how well it meets the needs of its users and how effectively it can differentiate itself in the market. 

While it had a good start, the outcome is still uncertain as Google Bard is yet to be released to the public. We can, however, glean some very interesting insights as to how AI can transform search from Bing AI’s beta testing to its initial release.

Only time will tell if Bing Chatbot AI will be able to successfully compete with its rivals, but there’s no denying that its capabilities make it a tool worth investigating!



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Top Priorities, Challenges, And Opportunities

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Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded

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E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

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So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

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“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

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For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

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E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

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So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

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Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

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SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

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Google Announces A New Carousel Rich Result

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Google Announces A New Carousel Rich Result

Google announced a new carousel rich result that can be used for local businesses, products, and events which will show a scrolling horizontal carousel displaying all of the items in the list. It’s very flexible and can even be used to create a top things to do in a city list that combines hotels, restaurants, and events. This new feature is in beta, which means it’s being tested.

The new carousel rich result is for displaying lists in a carousel format. According to the announcement the rich results is limited to the following types:

LocalBusiness and its subtypes, for example:
– Restaurant
– Hotel
– VacationRental
– Product
– Event

An example of subtypes is Lodgings, which is a subset of LocalBusiness.

Here is the Schema.org hierarchical structure that shows the LodgingBusiness type as being a subset of the LocalBusiness type.

  • Thing > Organization > LocalBusiness > LodgingBusiness
  • Thing > Place > LocalBusiness > LodgingBusiness

ItemList Structured Data

The carousel displays “tiles” that contain information from the webpage that’s about the price, ratings and images. The order of what’s in the ItemList structured data is the order that they will be displayed in the carousel.

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Publishers must use the ItemList structured data in order to become eligible for the new rich result

All information in the ItemList structured data must be on the webpage. Just like any other structured data, you can’t stuff the structured data with information that is not visible on the webpage itself.

There are two important rules when using this structured data:

  1. 1. The ItemList type must be the top level container for the structured data.
  2. 2. All the URLs of in the list must point to different webpages on the same domain.

The part about the ItemList being the top level container means that the structured data cannot be merged together with another structured data where the top-level container is something other than ItemList.

For example, the structured data must begin like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1,

A useful quality of this new carousel rich result is that publishers can mix and match the different entities as long as they’re within the eligible structured data types.

Eligible Structured Data Types

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  • LocalBusiness and its subtypes
  • Product
  • Event

Google’s announcement explains how to mix and match the different structured data types:

“You can mix and match different types of entities (for example, hotels, restaurants), if needed for your scenario. For example, if you have a page that has both local events and local businesses.”

Here is an example of a ListItem structured data that can be used in a webpage about Things To Do In Paris.

The following structured data is for two events and a local business (the Eiffel Tower):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Event", "name": "Paris Seine River Dinner Cruise", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 45.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.2, "reviewCount": 690 }, "url": "https://www.example.com/event-location1" } }, { "@type": "ListItem", "position": 2, "item": { "@type": "LocalBusiness", "name": "Notre-Dame Cathedral", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "priceRange": "$", "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.8, "reviewCount": 4220 }, "url": "https://www.example.com/localbusiness-location" } }, { "@type": "ListItem", "position": 3, "item": { "@type": "Event", "name": "Eiffel Tower With Host Summit Tour", "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ], "offers": { "@type": "Offer", "price": 59.00, "priceCurrency": "EUR" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": 4.9, "reviewCount": 652 }, "url": "https://www.example.com/event-location2" } } ] } </script>

Be As Specific As Possible

Google’s guidelines recommends being as specific as possible but that if there isn’t a structured data type that closely matches with the type of business then it’s okay to use the more generic LocalBusiness structured data type.

“Depending on your scenario, you may choose the best type to use. For example, if you have a list of hotels and vacation rentals on your page, use both Hotel and VacationRental types. While it’s ideal to use the type that’s closest to your scenario, you can choose to use a more generic type (for example, LocalBusiness).”

Can Be Used For Products

A super interesting use case for this structured data is for displaying a list of products in a carousel rich result.

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The structured data for that begins as a ItemList structured data type like this:

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "item": { "@type": "Product",

The structured data can list images, ratings, reviewCount, and currency just like any other product listing, but doing it like this will make the webpage eligible for the carousel rich results.

Google has a list of recommended recommended properties that can be used with the Products version, such as offers, offers.highPrice, and offers.lowPrice.

Good For Local Businesses and Merchants

This new structured data is a good opportunity for local businesses and publishers that list events, restaurants and lodgings to get in on a new kind of rich result.

Using this structured data doesn’t guarantee that it will display as a rich result, it only makes it eligible for it.

This new feature is in beta, meaning that it’s a test.

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Read the new developer page for this new rich result type:

Structured data carousels (beta)

Featured Image by Shutterstock/RYO Alexandre

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