Google has unveiled an extended structured data framework to enhance product variant visibility in Google Search results.
This updated markup empowers online retailers to exhibit various iterations of their merchandise, encompassing attributes like color, size, material, and beyond.
Priorly, Google’s structured data support was confined to individual products, shipping details, and return policies. The introduction of the new product group schema facilitates hierarchical connections among different product variants.
Below, we delve into further details regarding this fresh markup and offer guidance on its implementation.
Product Variant Structured Data
To integrate the new markup, websites must utilize the Schema.org ProductGroup type alongside three associated properties:
- hasVariant: This property nests product variants under the corresponding “parent” ProductGroup.
- variesBy: Listing the distinguishing characteristics among the variants.
- productGroupID: Serving as the unique identifier, this property designates the “parent SKU” of the ProductGroup.
Google offers documentation and validation tools within Search Console to aid in implementation. These tools are accessible through the Product snippets and Merchant listings reports, as well as the Rich Results Test.
It’s important to note that only valid structured data is eligible for inclusion in Google’s search results. However, even valid structured data doesn’t guarantee that Google will display the page as a rich snippet.
More Context On Structured Data
When properly implemented, structured data empowers search engines to comprehend intricate products, services, events, and other entities.
Schema.org furnishes a standardized lexicon for prevalent entity types and attributes. Leading search engines such as Google depend on schema markup to generate enriched results, including product carousels, review snippets, event particulars, and beyond.
Original news from SearchEngineJournal