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Google Announced To Display More Product Options With New Markup

Google has announced expanded structured data support for product variants in Google Search results.

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The new markup will allow online merchants to showcase the different variations of products they sell, such as color, size, material, and more.

Previously, Google supported structured data for single products, shipping, and returns. The new product group schema allows parent-child relationships between product variations.

Here’s more about the new markup and how to implement it.

Product Variant Structured Data

To implement the new markup, sites need to use the Schema.org ProductGroup type and these three associated properties:

hasVariant: This property is used to nest product variants under the corresponding “parent” ProductGroup.

variesBy: This property lists the characteristics that differentiate the variants.

productGroupID: Serving as the unique identifier, this property marks the “parent SKU” of the ProductGroup.

Google provides documentation and validation tools in Search Console to assist with implementation.

You can find the tools in the Product snippets and Merchant listings reports, as well as the Rich Results Test.

Only valid structured data is eligible for inclusion in Google’s search results. However, valid structured data doesn’t guarantee Google will display the page as a rich snippet.

More Context On Structured Data

When appropriately implemented, structured data enables search engines to understand complex products, services, events, and other entities.

Schema.org provides a shared vocabulary for common entity types and properties. Major search engines like Google rely on schema markup to generate rich results like product carousels, review snippets, event details, and more.

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