Product Schema
Product schema is structured data from Schema.org that describes a product on a web page: its name, image, brand, price, availability and reviews. Google uses it to understand product pages and to show rich results such as price, stock status and star ratings in Search and shopping features.
What product schema does
Product markup is a type of schema markup, usually added as JSON-LD. It turns the details on a product page into labelled data that search engines can read reliably. Google’s documentation describes two kinds of experience it can support:
- Product snippets: enhanced results showing ratings, price and availability, used for pages that review or describe products.
- Merchant listings: richer shopping experiences for pages where the product can be bought, which can include shipping and returns information.
Key properties
| Property | What it describes |
|---|---|
name | The product name. |
image | One or more product images. |
description | A short description. |
brand | The brand or manufacturer. |
sku, gtin, mpn | Product identifiers. |
offers | Price, currency, availability and condition. |
aggregateRating, review | Customer ratings and reviews. |
shippingDetails, hasMerchantReturnPolicy | Delivery and returns information. |
Why it matters for ecommerce SEO
Product schema does not directly improve rankings, but it makes listings more informative and can improve click-through rate. It is a core part of ecommerce SEO and helps Google match product pages with free listings in the Shopping tab. Many retailers also submit a product feed through Google Merchant Center, and Google recommends keeping feed and on-page data consistent.
How to add it
- Check whether your platform or theme already outputs product markup. Many ecommerce platforms do.
- Fill in every recommended property, especially price, currency, availability and identifiers.
- Make sure values match what shoppers see on the page.
- Test pages in the Rich Results Test.
- Monitor the product and merchant listing reports in Google Search Console.
- Update the markup automatically when prices or stock change.
Common mistakes
- Prices or stock in the schema that differ from the visible page.
- Marking up category pages as a single product.
- Adding fake or copied ratings, which breaks Google’s guidelines.
- Duplicate product markup from both a theme and a plugin.
- Missing GTINs for branded products, which makes matching harder.
- Forgetting to mark out-of-stock products with the correct availability value.
Example of a simple product markup
A basic product block names the product, links an image, states the brand and includes one offer. The offer holds a price such as 49.99, a currency such as GBP and an availability value such as https://schema.org/InStock. Ratings are added only when they come from genuine customer reviews shown on the page. For products sold in several sizes or colours, Google supports grouping them with ProductGroup markup, covered under product variants.
Further reading: Google’s product structured data guide.
Key Takeaways
- Product schema describes name, price, availability, brand and reviews.
- It can power product snippets and merchant listing experiences.
- It improves listings rather than directly boosting rankings.
- Schema values must match what shoppers see on the page.
- Keep on-page markup consistent with your Merchant Center feed.
Related Terms
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