Google Revises Product Structured Data Guidelines

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Google has changed its product structured data guidelines. Google Search Central’s Products Structured Data guidelines have been revised to explain which product-related pages qualify for structured data.

Structured Product Data

Structured data is a method for search engines to exchange information about a web page. It is not intended to be viewed by people who visit a website.

Structured data is used by search engines to better interpret web pages. It also enables search engines to show the information offered in structured data appealingly and practically, thus increasing traffic to web pages. That is why, product structured data, it is critical to follow Google’s mark-up guidelines.

Google provides extensive results for individual items in both Google search and Google pictures. Rich product results provide information like price, user ratings, and availability. The product-rich results rules, like all of Google’s structured data guidelines, are rigorous on what types of pages structured data may be utilized on. The fundamental need for product structured data is that it only shows on pages regarding a specific product.


Product Variant Structured Data

Products are often available in a variety of sizes, models, and colors. On the same web page, retailers usually post product pages with many versions of the same product. This allows potential consumers to easily browse, compare, and pick versions of the same product.

But what about websites that publish several web pages for different product variations? Is it ok to utilize the same structured data for each web page (with slight variations)? Or do you choose one page to represent the product and employ structured data on that one page?

Google Search Central revised its product structured data rules to highlight how to use structured data for product variations. The recommendations for using structured data for each product remain the same. Rich results currently only allow structured data on single-page web pages. Google stated that web pages focusing on variants of a single product might qualify for rich results and benefit from having their structured data. The product variant page must be published on a “different URL” to qualify for a rich result.

What’s The Deal?

Google’s latest guideline clarifies structured data should be added to product sites that display the same product but in multiple versions. A retailer, for example, can have a web page on a shoe and then distinct web pages for the many colors of that shoe. The websites for the various shoe colors can have their product structured data and qualify for Google-rich results depending on those variations.

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