Product snippet (Product, Review, Offer) structured data

When you add Product markup to your page, it can be eligible for display as a product
snippet, which is a text result
that includes additional product information such as ratings, review information, price,
and availability.

This guide focuses on the Product structured data requirements for
product snippets. If you’re not sure which markup to use, read our
intro to Product markup.

How to add structured data

Structured data is a standardized format for providing information about a page and classifying the page
content. If you’re new to structured data, you can learn more about
how structured data works.

Here’s an overview of how to build, test, and release structured data.

1. Add the required properties. Based on the
   format you’re using, learn where to insert structured data on the page.
2. Follow the guidelines.
3. Validate your code using the
   Rich Results Test
   and fix any critical errors. Consider also fixing any non-critical issues that may be flagged
   in the tool, as they can help improve the quality of your structured data (however, this isn’t necessary to be eligible for rich results).
4. Deploy a few pages that include your structured data and use the URL Inspection tool to test how Google sees the page. Be sure that your page is
   accessible to Google and not blocked by a robots.txt file, the noindex tag, or
   login requirements. If the page looks okay, you can
   ask Google to recrawl your URLs.
5. To keep Google informed of future changes, we recommend that you
   submit a sitemap. You can automate this with the
   Search Console Sitemap API.

Examples

The following examples illustrate how to include structured data on your web pages for different
situations.

Product review page

Here’s an example of structured data on a product review page for product snippets treatment in search results.

Pros and cons

Here’s an example of an editorial product review page with pros and cons for product snippets
treatment in search results.

Shopping aggregator page

Here’s an example of a shopping aggregator page for product snippets treatment in search results.

Guidelines

For your Product markup to be eligible for product snippets, you must follow these guidelines:

• General structured data guidelines
• Search Essentials
• Technical guidelines
• Content guidelines

Technical guidelines

• Currently, product rich results only support pages that focus on a single product (or
  multiple variants of the same product). For example, “shoes in our shop” is not a specific product.
  This includes product variants where each product variant has a distinct URL.
  We recommend focusing on adding markup to product pages instead of pages that list products or a category of products.
• For details about how to mark up product variants, refer to product variant structured data documentation.
• When offering products for sale in multiple currencies, have a distinct URL per currency.
  For example, if a product is available for sale in Canadian and US dollars, use two
  distinct URLs, one per currency.
• Car
  isn’t supported automatically as a subtype of Product. For now, include
  both Car and
  Product types if you
  want to attach ratings to it and be eligible for the Search feature. For example in JSON-LD:
• For pros and cons structured data:
  Only editorial product review pages are eligible for the pros and cons appearance in
  Search, not merchant product pages or customer product reviews.
• If you’re a merchant optimizing for all types of shopping results, we recommend putting
  Product structured data in the initial HTML for best results.
• For JavaScript-generated Product markup: Be aware that dynamically-generated markup
  can make Shopping crawls less frequent and less reliable, which can be an issue for
  fast-changing content like product availability and price. If you’re using JavaScript to
  generate Product markup, make sure your server has enough computing resources to
  handle increased traffic from Google.

Content guidelines

• We don’t allow content that promotes widely prohibited or regulated goods, services, or
  information that may facilitate serious, immediate, or long term harm to people. This
  includes content related to firearms and weapons, recreational drugs, tobacco and vaping
  products, and gambling-related products.

Structured data type definitions

You must include the required properties for your content to be eligible for display as a
rich result. You can also include the recommended properties to add more information to your
structured data, which could provide a better user experience.

Product

The full definition of Product is available at
schema.org/Product. When you mark up
your content for product information, use the following properties of the
Product type:

Product Reviews

Review

As reviews are shared by multiple structured data types (such as
Recipe and
Movie), the
Review type is described separately in the
review snippet documentation.

The following properties are additional properties for the Review type to help people
see a high-level summary of the pros and cons of an editorial product review.
The pros and cons experience is available in Dutch, English, French, German, Italian,
Japanese, Polish, Portuguese, Spanish, and Turkish in all countries where Google Search
is available.

While Google tries to automatically understand the pros and cons of an editorial product
review, you can explicitly provide this information by adding the positiveNotes and/or
negativeNotes properties to your nested product review. Be sure to follow the
pros and cons guidelines.

ItemList for Positive and Negative Notes

Positive and negative notes (pros and cons) inside the Review type make use
of the generic ItemList and ListItem types.
This section describes how to use these types for positive and negative notes.

The following properties are used to capture pros and cons in a review.

Offer details

Offer

The full definition of Offer is available at
schema.org/Offer. When marking up
offers within a product, use the following properties of the schema.org
Offer type.

UnitPriceSpecification

The full definition of UnitPriceSpecification is available at
schema.org/UnitPriceSpecification.
Use the following properties to capture more complex pricing schemes.

AggregateOffer

The full definition of AggregateOffer is available at
schema.org/AggregateOffer.
An AggregateOffer is a kind of Offer representing an aggregation of
other offers. For example, it can be used for a product that is being sold by multiple merchants.
Don’t use AggregateOffer to describe a set of product variants.
When marking up aggregate offers within a product, use the following properties of the schema.org
AggregateOffer type:

Monitor rich results with Search Console

Search Console is a tool that helps you monitor how your pages perform in Google Search.
You don’t have to sign up for Search Console to be included in Google Search results,
but it can help you understand and improve how Google sees your site. We
recommend checking Search Console in the following cases:

1. After deploying structured data for the first time
2. After releasing new templates or updating your code
3. Analyzing traffic periodically

After deploying structured data for the first time

After Google has indexed your pages, look for issues using the relevant
Rich result status report.
Ideally, there will be an increase of valid items, and no increase in invalid items. If you find issues
in your structured data:

1. Fix the invalid items.
2. Inspect a live URL to check if the issue persists.
3. Request validation using the status report.

After releasing new templates or updating your code

When you make significant changes to your website, monitor for increases in structured data invalid items.

• If you see an increase in invalid items, perhaps you rolled out a new template that doesn’t work, or your site interacts with the existing
  template in a new and bad way.
• If you see a decrease in valid items (not matched by an increase in invalid items), perhaps you are
  no longer embedding structured data in your pages. Use the
  URL Inspection tool to learn what is causing the issue.

Analyzing traffic periodically

Analyze your Google Search traffic using the Performance Report.
The data will show you how often your page appears as a rich result in Search, how often users click on it and what is
the average position you appear on search results. You can also automatically pull these
results with the Search Console API.

There are two Search Console reports related to Product structured data:

• Merchant listings report:
  For pages where shoppers can buy products.
• Product snippets report:
  For other product related pages such as product reviews and aggregator sites.

Both reports provide warnings and errors related to Product structured data, but
are separate due to the different requirements for the associated experiences. For example, the
Merchant listings report
includes checks for product snippets that include Offer
structured data, so the
Product snippets
report only needs to be consulted for non-merchant listing pages.

Troubleshooting

If you’re having trouble implementing or debugging structured data, here are some resources that
may help you.

• If you’re using a content management system (CMS) or someone else is taking care of your site,
  ask them to help you. Make sure to forward any Search Console message that details the issue to them.
• Google does not guarantee that features that consume structured data will show up in search results.
  For a list of common reasons why Google may not show your content in a rich result, see the
  General Structured Data Guidelines.
• You might have an error in your structured data. Check the
  list of structured data errors
  and the Unparsable structured data report.
• If you received a structured data manual action against your page, the structured data on
  the page will be ignored (although the page can still appear in Google Search results). To fix
  structured data issues, use the Manual Actions report.
• Review the guidelines again to identify if your content isn’t compliant
  with the guidelines. The problem can be caused by either spammy content or spammy markup usage.
  However, the issue may not be a syntax issue, and so the Rich Results Test won’t be able to
  identify these issues.
• Troubleshoot missing rich results / drop in total rich results.
• Allow time for re-crawling and re-indexing. Remember that it may take several days after
  publishing a page for Google to find and crawl it. For general questions about crawling and indexing, check the
  Google Search crawling and indexing FAQ.
• Post a question in the Google Search Central forum.