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Structured Data - Products


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 mark-up code please follow the link. For extensive and definitive information on 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 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

    • Product


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.


    Expected Type




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



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


    Organization  or Brand

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




    The colour of the product.


    Distance  or 

    The depth of the product.





    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.



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



    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.


    Distance  or 

    The height of the item.





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



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



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



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



    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.


    ImageObject  or URL 

    A logo associated with an organization.




    The manufacturer of the product.


    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.




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



    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.



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



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



    A review of the item. Supercedes reviews.



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



    The weight of the product.


    Distance  or 

    The width of the item.





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="">
  <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="">
  Manufacturer: <span itemprop=”name”>Sony</span>
  <div itemprop="aggregateRating" itemscope itemtype="">
   Rated <span itemprop="ratingValue">3.8</span>/5
   based on <span itemprop="reviewCount">107</span> customer reviews
  <div itemprop="offers" itemscope itemtype="">
    <span itemprop="price">$1061.00</span>
    <link itemprop="availability" href="" />In stock
  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="">
    <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="">
      <meta itemprop="worstRating" content = "1">
      <span itemprop="ratingValue">4</span>/
      <span itemprop="bestRating">5</span>stars
    <span itemprop="description">I bought this TV and am loving the quality.</span>

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

Sony 48" (122cm) Full High Definition Smart LED TV
Model Number:
Manufacturer: Sony
Rated 3.8/5
Based on 107 customer reviews
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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