Creating "Product" Schema Markup by Adding Structured Data

Product schema markup is basically code you can add to the backend of your website so that search engines can provide additional information ... Creating“Product”SchemaMarkupLastModified:January20,2022SchemaMarkupAddingschemamarkuptoyourProductpageswillmakethemeligibleforrichresultsinsearch,increasingvisibilityandengagementwiththerightusers.Structureddatamarkuphelpsecommercewebsitesintwoways.Firstly,schemamarkupcreates contextforthecontentonyourwebpagessosearchenginescanbetterunderstandandmatchyourproductswithauser’ssearchintent.Forexample,ifyourecommercestoresellsvegansnacksandalternatives,yourstructureddatamarkupinformsGooglethatthesesnacksareproductsforsaleandthatit’snot,forexample,ablogpostaboutthebestveganalternativestosnackon. Secondly,structureddatamarkupenhanceshowyourstoreandproductsappearinsearchenginepageresults.Theseenhancementsarecalled richresults,formerlycalledrichsnippets,andtheycanincludestarratings,reviews,price,availability,andmuchmore!You’reprobablyfamiliarwithstarratingsandreviews,astheyreallystandoutinsearchresultsliketheydointhefollowingexampleforKeenFootwear: Currently,productrichresultsonlysupportpagesthatfocusonasingleproduct,whichmeansthatyoucan’tcreateproductmarkuponacategorylevel. DownloadFREEProductSchemaMarkupTips&Tricks!DOWNLOADNOW BeforeYouBegin Structureddatahasbenefitsthatextendbeyondachievingrichsnippetsforyourproductsandservicesinsearchresults.Throughschemamarkup,youcandefineobjectsonyourwebpagesasdistinctentitieswiththeirownpropertiesandrelationshipstootherentities.Oncedefined,youcanconnecttheseentitiestoasearchengine’sknowledgegraph,whichstreamlinesyourcontenttobematchedwitharelevantsearchquery. RequiredandRecommendedPropertiesforProductSchemaMarkup Googlemaintainsdocumentationexplainingwhatisrequiredfor“Product”markup.We’vecapturedtherequiredandrecommendedfieldsbelow.Youmustpopulatetherequiredpropertiesinorderforyourcontenttobeeligiblefordisplayasarichresultinsearch.Recommendedpropertiesaddmoreinformationtoyourstructureddata,whichcanprovideabetteruserexperience. Product https://schema.org/Product SchemaProperty Priority MappingNotes image Required ImageObjectorURL: Apictureclearlyshowingtheprojecty.Mustbein.jpg,.png,or.gifformat. name Required Text:Thenameoftheproduct. EitherrevieworaggregateRatingoroffers Required Review,AggregateRating,orOffer:OnceyouincludearevieworaggregateRatingoroffers, theothertwopropertiesbecomerecommendedintheRichResultsTest. brand Recommended BrandorOrganization:Thebrandoftheproduct. description Recommended Text:Theproductdescription. gtin8|gtin13|gtin14|mpn|isbn Recommended Text:Includeallapplicableglobalidentifiersasdescribedinschema.org/Product sku Recommended Text:Themerchant-specificidentifierfortheproduct. It’simportanttonotethatProductmarkuprequiresonlyoneofthefollowingproperties:  Review aggregateRating Offers Onceoneofthesehasbeenfulfilled,theremainingpropertieswillbecomerecommendedratherthanrequired.Thatbeingsaid,itisalwaysbesttomarkupallthreepropertiesastheycanprovidemoreinformationintherichresult. 💡TIP!AddReview,aggregateRating,andOfferspropertiestoprovidemoreinformationintherichresults. WecreatedthefollowingvisualtohelpconceptualizethestructureofProductmarkup.WithProductasthestartingpoint,therequiredpropertiesareusedtoconnecttoinformationintheformoftext,URLs,orotherdataitemscontainingtheirownproperties.   TherequiredandrecommendedpropertiesfortheReview,AggregateRatingandOfferdataitemsareasfollows: Review https://schema.org/Review SchemaProperty Priority MappingNotes author Required Person/Organization:Theauthorofthereview.Thereviewer’snamemustbeavalidname. reviewRating Required Rating:Theratinggiveninthisreview. reviewRating,ratingValue Required Number/Text:anumericalqualityratingfortheitem,eitheranumber,fraction,orpercentage. datePublished Recommended Thedatethatthereviewwaspublished,inISO8601dateformat. reviewRating,bestRating** Recommended Number:thehighestvalueallowedinthisratingsystem. reviewRating,worstRating** Recommended Number:Thelowestvalueallowedinthisratingsystem. AggregateRating https://schema.org/AggregateRating SchemaProperty Priority MappingNotes ratingCount* Required Number:Specifiesthenumberofpeoplewhoprovidedareviewwithorwithoutanaccompanyingrating. reviewCount* Required Number:Specifiesthenumberofpeoplewhoprovidedareviewwithorwithoutanaccompanyingrating. ratingValue Required Number/Text:anumericalqualityratingfortheitem,eitheranumber,fraction,orpercentage. bestRating** Recommended Number:thehighestvalueallowedinthisratingsystem. worstRating** Recommended Number:Thelowestvalueallowedinthisratingsystem. *Note:atleastoneofratingCountorreviewCountisrequired. **Note:onlyrequirediftheratingsystemisnota5-pointscale(1=worstrating,5=bestrating) Offer https://schema.org/Offer SchemaProperty Priority MappingNotes availability Required ItemAvailability:Thepossibleproductavailabilityoptions.ThisshouldbeexpressedusingtheURLofanItemAvailabilityenumerationfromschema.org,forexamplehttps://schema.org/InStockorhttps://schema.org/OutOfStock. price Required Number:Theofferpriceofaproduct.Utilizeaperiodtoindicateadecimalpoint,andensurenoambiguoussymbolsareused,suchas“$”. priceCurrency Required Text:Thecurrencyusedtodescribetheproductprice,inthree-letterISO4217format(e.g.USDforUSDollars). priceValidUntil Recommended Text:Date:Thedate(inISO8601dateformat)afterwhichthepricewillnolongerbeavailable. 💡TIP!WhileitemReviewedisrequiredforstandaloneReviewandAggregateRatingdataitems,theseshouldnotbeusedwhenembeddedwithintheProducttemplate. FYI:Forthemostcurrentguidelinesonrequiredandrecommendedfields,referencetheGoogleDevelopersReferenceGuide. HowtoCreateProductStructuredData TherearetwotypesofpageswhereyouwouldtypicallycreateProductschemamarkup:aproductpagelistingasingleproduct,andashoppingaggregatepagelistingasingleproductwithinformationfromothersellersofferingthatproduct.LearnmoreinGoogle’sProductstructureddatadocumentation. Tohelpyougetstarted,weputtogetherthefundamentalstepsforcreatingproductschemamarkup: StepOne:RequiredPropertiesforProductStructuredData Addtherequiredschema.orgpropertiesforProductstructureddatamarkupusingourreferenceabove.Werecommendourowntools,theSchemaAppEditorandSchemaAppHighlighter,buttherearemanydifferentoptionsoutthere. StepTwo:StructuredDataGuidelinesforProductStructuredData CheckthatyourmarkupfollowsGoogle’sstructureddataguidelines StepThree:DeploymentforProductStructuredData Deployyourmarkup.GooglerecommendsusingJSON-LD,whichisalsoourfavoriteformatfordeployment! StepFour:ValidationforProductStructuredData TestthatyourschemamarkupisworkingusingGoogle’sRichResultsTestingToolandtheSchemaMarkupValidator,whichhasofficiallyreplacedGoogle’sStructuredDataTestingTool.Readmoreaboutthischangeinournewsposthere. ThisshortvideodemonstratesthebasicsofcreatingaProducttemplate.  Fordetailedstep-by-steptutorialforcreatingProductschemamarkupusingtheSchemaAppHighlighter,seeourKnowledgeBasearticle here. HowtoTestProductSchemaMarkup SchemaMarkupValidator TheSchemaMarkupValidator(SMV)wasmodeledafterandhasofficiallyreplacedGoogle’sStructuredDataTestingTool(SDTT).ManySEOsstillprefertheSDTT,astheSMVonlyvalidatesyourschema.orgsyntaxanddoesnotshowyoureligibilityforrichresults. RichResultsTestingTool Google’sRichResultsTestingToolhelpsyoutoseewhichrichresultscanbegeneratedbythestructureddataitcontains. FrequentlyAskedQuestionsaboutProductSchemaMarkup WhatisProductschemamarkup? Productschemamarkupisbasicallycodeyoucanaddtothebackendofyourwebsitesothatsearchenginescanprovideadditionalinformationaboutyourproductsinsearchthroughenhancedfeatureslikerichresults.Schemamarkupisastructureddatavocabularythatusesthepropertiesandtypesdefinedatschema.org,aresourceforSEOscreatedbyGoogle,Microsoft,Yandex,andYahoo!backin2014. HowdoyoucreateProductschemamarkup? AddalloftherequiredProductschema.orgpropertiestoyourindividualproductpages.GooglerecommendsusingJSON-LD,asdowe!  ValidateyourstructureddatamarkupusingGoogle’sRichResultsTestingTool. Deployyourstructureddatamarkup,andusetheSchemaMarkupValidatortoanalyzeyourschema.orgsyntaxforanyerrors. RequestthatGooglerecrawlsyournewlymarkedupwebpageusingGoogleSearchConsole. HowtofixProductschemamarkuperrors? Productschemamarkupcanseemalittlecomplexbecauseofthreeerrorsyouwillcommonlyseeforthistypeofstructureddata:“offers”,“reviews”,and“aggregaterating”showingupas ‘either“offers”,“review”,or“aggregateRating”shouldbespecified’. Tofixthiserror,you’llneedtousethesethreeschemasinyourProductmarkup.Productstructureddatarequiresincludingeither“offers”,“reviews”,or“aggregateRating”inyourschemamarkup.Onceoneofthesehasbeenfulfilled,theremainingpropertieswillbecomerecommendedratherthanrequired.Itisalwaysbesttomarkupallthreepropertiesastheycanprovidemoreinformationintherichresult.Learnmoreabouthowtotellifyourschemamarkupisworkinginourguide. WhatisSKUinProductschemamarkup? SKUstandsfor“stockkeepingunits”.ThisisarecommendedpropertyforProductschemamarkup,butifyourecommercestoredoesnotusestockkeepingunitsfortheirinventorythenyoudonotneedtoincludethispropertyinyourmarkup.Youshouldonlymarkupcontentthatisvisibleonthepage,sowhileweadviceincludingasmanyrecommendedpropertiesaspossibletomakeyourschemamarkupasrobustasitcanbe,it’snotalwaysanoption. Wehelpyouthinkbeyondtheproductrichresult.ThroughthepowerfulcombinationofourstructureddataexpertiseandadvancedSaaStechnology,weempoweryourdigitalteamtobemoreagileandeffectiveintheirsearchengineoptimization.We’vehelpedsomeofthebiggestecommercebrands,includingKeenFootwear,HomeHardware,andAriat,becomeleadersintheonlineshoppingindustrybyshowcasingtheiruniquevalueinsearchwithstructureddata. Setupacallwithourtechnicalexpertstoday.Let’sTalk   EliseMarionAsthedigitalmarketingmanagerforSchemaApp,EliseMariondigsintothedetailsofSEO,contentmarketing,andauthorshipfortheSchemaAppwebsite.ShehasaBachelorofArtsinEnglishandClassicsfromMcMasterUniversity,aMastersofArtsinComparativeLiteraturefromDublinCityUniversity,andapost-gradcertificatefromConestogaCollegeinIntegratedMarketingCommunications.Inhersparetime,youcanfindEliseenjoyingagoodbook,planninghernexttrip,ortakinglongwalkswithherLabradorRetrieverJude. Ecommerce,Product,RichResults,RichResultsTest,SchemaMarkup,SchemaMarkupValidator,Schema.Org,StructuredData,StructuredDataTestingTool,TutorialPreviousPostCreating“Review”SchemaMarkupNextPostHowtoCreateServiceSchemaMarkupforBusinesses TrySchemaAppToday WelcometotheSchemaAppBlog.Learnmoreabouthowschemamarkupcanhelpyoutakecontrolofhowyourbrandshowsupinsearchanddrivemorequalityorganicsearchtraffictoyourwebsite. 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