Google has up to date its structured knowledge documentation to make clear how retailers ought to implement markup for return insurance policies and loyalty applications.
The updates intention to cut back confusion and guarantee compatibility with Google Search options.
Key Adjustments In Return Coverage Markup
The up to date documentation clarifies that solely a restricted subset of return coverage knowledge is supported on the product stage.
Google now explicitly states that complete return insurance policies have to be outlined utilizing the MerchantReturnPolicy sort underneath the Group markup. This ensures a constant coverage throughout the complete catalog.
In distinction, product-level return insurance policies, outlined underOffer, must be used just for exceptions and help fewer properties.
Google explains in its return coverage documentation:
“Product-level return insurance policies help solely a subset of the properties obtainable for merchant-level return insurance policies.”
Loyalty Program Markup Should Be Separate
For loyalty applications, Google now emphasizes that the MemberProgram structured knowledge have to be outlined underneath the Group markup, both on a separate web page or in Service provider Middle.
Whereas loyalty advantages like member pricing and factors can nonetheless be referenced on the product stage by way of UnitPriceSpecification, this system construction itself have to be maintained individually.
Google notes within the loyalty program documentation:
“To specify the loyalty advantages… individually add UnitPriceSpecification markup underneath your Supply structured knowledge markup.”
What’s Not Supported
Google’s documentation now states that delivery reductions and prolonged return home windows supplied as loyalty perks aren’t supported in structured knowledge.
Whereas retailers should still supply these advantages, they gained’t be eligible for enhanced show in Google Search outcomes.
That is notably related for companies that publicize such advantages prominently inside loyalty applications.
Why It Issues
The modifications don’t introduce new capabilities, however they make clear implementation guidelines which have been inconsistently adopted or interpreted.
Retailers counting on offer-level markup for return insurance policies or embedding loyalty applications immediately in product gives might must restructure their knowledge.
Listed here are some subsequent steps to contemplate:
- Audit current markup to make sure return insurance policies and loyalty applications are outlined on the appropriate ranges.
- Use product-level return insurance policies solely when wanted, equivalent to for exceptions.
- Separate loyalty program construction from loyalty advantages, utilizing MemberProgram underneath Group, and validForMemberTier underneath Supply.
Staying compliant with these up to date tips ensures eligibility for structured knowledge options in Google Search and Procuring.
Featured Picture: Roman Samborskyi/Shutterstock
