I recently implemented this as well. Unfortunately my data doesn’t fit in one of the predefined types for rich cards, so I had to pull a “close enough” type from schema.org (I used the type ‘Creative Work’). I’m still working through some bugs (not all my pages are getting picked up as having structured data), but I do have some interesting early results. What follows is roughly 3 weeks of data collected after implementing structured data.
Even though I don’t have a type that useable by rich cards, I’ve seen an uptick in impressions since implementation. This is a chart of my impressions when my business’ name is filtered out of the search results (people who search for that already know about us, so I excluded those searches). You can see the clear uptick roughly a third of the way through. That is literally the day after I pushed the structured data to the live version.
Along with the uptick in impressions, I’m also seeing an uptick in position (by quite a lot, I might add). When filtering search results by ‘Search Appearance’ -> ‘rich result’, I saw a decrease in position (that is, they moved up in the search result stack). All search result positions (excluding those searches that specifically name the business, which are all #1) average out to a position of 36.9 (not good). Search results for ‘rich results’ (those pages that have structured data) are sitting at an average position of 21.7 (still not good, but better). These include several pages that regularly rank in the top 5 due to the fact that they are user-generated (users input everything: title, keywords, description, etc) and, basically by luck, they use the exact same language as the search terms. Still working on a way to ‘manufacture’ that luck…