Google has recently made some important updates to its e-commerce support, specifically regarding product variants and return fees. These updates aim to provide clarity and improve the overall user experience for both online shoppers and e-commerce store owners.
Product variants can add complexity to e-commerce sites, as they require grouping under a “parent” product. To address this, Google has introduced new structured data called product variant structured data. This allows e-commerce stores to implement the necessary markup and provides tools for validation, such as the Search Console and rich result testing tools.
The new structured data includes the Schema.org ProductGroup type and three new properties: hasVariant, variesBy, and productGroupID. The hasVariant property allows for nesting product variants under their parent ProductGroup, while variesBy lists the variant-identifying properties. The productGroupID property refers to the ID or “parent sku” of the ProductGroup. Additionally, Google has added an isVariantOf property to the product structured data documentation, clarifying that product variants with distinct URLs are supported.
In terms of validation support, Google has updated the Search Console to accommodate the new structured data. This includes new validations for variants in the Product snippets and Merchant listings reports, as well as in the Rich Results Test. These tools help e-commerce store owners ensure that their product variant structured data is implemented correctly and free from errors.
On a related note, Google has also clarified when to use FreeReturn versus ReturnShippingFees as the value for returnFees in product returns. This information can be found in the product structured data documentation.
These updates are significant for e-commerce store owners who offer products with variants. By utilizing the new documentation and testing tools provided by Google, store owners can ensure that their product variant structured data is properly implemented. This can lead to improved visibility in search results and a better user experience for online shoppers.
Overall, Google’s support for product variants and clarification on return fees is a valuable addition to the e-commerce landscape. Store owners should take advantage of these updates to enhance their online presence and provide a seamless shopping experience for their customers.
