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Products

Structured Data - Products

Contents

Structured Data – Products

This article looks specifically at products and how using microdata to mark-up your products on your website, for broader information on Schema.org mark-up code please follow the link. For extensive and definitive information on Schema.org please follow the link.

Whatever your product or range of products, selling them online is typically critical to the success of the website. Microdata provides an advantage by structuring the pages with rich data that communicates to search engines what your products are, as well as a range of properties such as price.

Please follow the links below to see examples and explanations of how to implement Schema.org code for:

The Benefits

If your site is setup for eCommerce and sells products online, marking up those products with microdata can help Google to identify what those products are and a range of properties around them. This can impact the SERPs (Search Engine Results Pages) as the image below illustrates how products can appear after having been marked up.

As you can see, and this is indicative of all marked up SERP listings, this is a more comprehensive listing providing the searcher with more accurate and useful information with regards to products.

Product Types

There is only one product itemtype available within Schema.org:

    • Product

Properties

There are a good range of properties that can assist in defining your products, below is a complete list of those specific to the itemtype of products. Other generic Schema properties can be used in conjunction with these, but this article focuses on just those detailed below.


    Property

    Expected Type

    Description

    aggregateRating

    AggregateRating 

    The overall rating, based on a collection of reviews or ratings, of the item.

    audience

    Audience 

    The intended audience of the item, i.e. the group for whom the item was created.

    brand

    Organization  or Brand

    The brand(s) associated with a product or service, or the brand(s) maintained by an organization or business person.

     

    color

    Text 

    The colour of the product.

    depth

    Distance  or 

    The depth of the product.

    QuantitativeValue 

     

    gtin13

    Text 

    The GTIN-13 code of the product, or the product to which the offer refers. This is equivalent to 13-digit ISBN codes and EAN UCC-13. Former 12-digit UPC codes can be converted into a GTIN-13 code by simply adding a preceding zero.

    gtin14

    Text 

    The GTIN-14 code of the product, or the product to which the offer refers.

    gtin8

    Text 

    The GTIN-8 code of the product, or the product to which the offer refers. This code is also known as EAN/UCC-8 or 8-digit EAN.

    height

    Distance  or 

    The height of the item.

    QuantitativeValue 

     

    isAccessoryOrSparePartFor

    Product 

    A pointer to another product (or multiple products) for which this product is an accessory or spare part.

    isConsumableFor

    Product 

    A pointer to another product (or multiple products) for which this product is a consumable.

    isRelatedTo

    Product 

    A pointer to another, somehow related product (or multiple products).

    isSimilarTo

    Product 

    A pointer to another, functionally similar product (or multiple products).

    itemCondition

    OfferItemCondition 

    A predefined value from OfferItemCondition or a textual description of the condition of the product or service, or the products or services included in the offer.

    logo

    ImageObject  or URL 

    A logo associated with an organization.

     

    manufacturer

    Organization 

    The manufacturer of the product.

    model

    Text  or ProductModel

    The model of the product. Use with the URL of a ProductModel or a textual representation of the model identifier. The URL of the ProductModel can be from an external source. It is recommended to additionally provide strong product identifiers via the gtin8/gtin13/gtin14 and mpn properties.

     

    mpn

    Text 

    The Manufacturer Part Number (MPN) of the product, or the product to which the offer refers.

    offers

    Offer 

    An offer to provide this item—for example, an offer to sell a product, rent the DVD of a movie, or give away tickets to an event.

    productID

    Text 

    The product identifier, such as ISBN. For example: <meta itemprop='productID' content='isbn:123-456-789'/>.

    releaseDate

    Date 

    The release date of a product or product model. This can be used to distinguish the exact variant of a product.

    review

    Review 

    A review of the item. Supercedes reviews.

    sku

    Text 

    The Stock Keeping Unit (SKU), i.e. a merchant-specific identifier for a product or service, or the product to which the offer refers.

    weight

    QuantitativeValue 

    The weight of the product.

    width

    Distance  or 

    The width of the item.

    QuantitativeValue 

     

Source: Schema.org

Implementation

Below we look at how to mark up a product on a webpage for the purpose of this example we will use a Sony TV as an example:

<div itemscope itemtype="http://schema.org/Product">
  <span itemprop="name">Sony 48" (122cm) Full High Definition Smart LED TV</span>
  <img src="sony-48-hd-tv.jpg" alt='Sony 48" (122cm) Full High Definition Smart LED TV' />
Model Number:
<span itemprop=”model”>KDL48W600B</span>
<div itemprop="manufacturer" itemscope itemtype="http://schema.org/organization">
  Manufacturer: <span itemprop=”name”>Sony</span>
  <div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
   Rated <span itemprop="ratingValue">3.8</span>/5
   based on <span itemprop="reviewCount">107</span> customer reviews
  </div>
  <div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
    <span itemprop="price">$1061.00</span>
    <link itemprop="availability" href="http://schema.org/InStock" />In stock
  </div>
  Product description:
  <span itemprop="Arguably, the most important component of any TV is the image processor. Every TV has one and everything displayed on the screen must be processed by it before it appears on the screen.</span>
  Customer reviews:
  <div itemprop="review" itemscope itemtype="http://schema.org/Review">
    <span itemprop="name">Great TV. Love it!</span> -
    by <span itemprop="author">Adam</span>,
    <meta itemprop="datePublished" content="2014-04-01">April 1, 2014
    <div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
      <meta itemprop="worstRating" content = "1">
      <span itemprop="ratingValue">4</span>/
      <span itemprop="bestRating">5</span>stars
    </div>
    <span itemprop="description">I bought this TV and am loving the quality.</span>
  </div>

What the above looks like to the site visitor is shown below:

Sony 48" (122cm) Full High Definition Smart LED TV
Model Number:
KDL48W600B
Manufacturer: Sony
Rated 3.8/5
Based on 107 customer reviews
$1061.00
In stock
Product description:
Arguably, the most important component of any TV is the image processor. Every TV has one and everything displayed on the screen must be processed by it before it appears on the screen.
Customer reviews:
Great TV. Love it! -
By Adam
April 1, 2014
4/5 stars
I bought this TV and am loving the quality

As you can see there is significant value to be had from marking up all of this content, without the microdata it will be readable by Google but Google will not necessarily know that the content is about a product that you sell. Defining all of these components can improve the way in which the products appear in the SERPS.

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