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 goal to scale back confusion and guarantee compatibility with Google Search options.
Key Modifications In Return Coverage Markup
The up to date documentation clarifies that solely a restricted subset of return coverage knowledge is supported on the product degree.
Google now explicitly states that complete return insurance policies should be outlined utilizing the MerchantReturnPolicy kind beneath the Group markup. This ensures a constant coverage throughout the complete catalog.
In distinction, product-level return insurance policies, outlined underOffer, needs to 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 accessible for merchant-level return insurance policies.”
Loyalty Program Markup Should Be Separate
For loyalty applications, Google now emphasizes that the MemberProgram structured knowledge should be outlined beneath 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 degree by way of UnitPriceSpecification, this system construction itself should be maintained individually.
Google notes within the loyalty program documentation:
“To specify the loyalty advantages… individually add UnitPriceSpecification markup beneath your Provide 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 provide these advantages, they gained’t be eligible for enhanced show in Google Search outcomes.
That is significantly related for companies that publicize such advantages prominently inside loyalty applications.
Why It Issues
The adjustments don’t introduce new capabilities, however they make clear implementation guidelines which were inconsistently adopted or interpreted.
Retailers counting on offer-level markup for return insurance policies or embedding loyalty applications instantly in product gives might have to restructure their knowledge.
Listed below are some subsequent steps to contemplate:
- Audit current markup to make sure return insurance policies and loyalty applications are outlined on the right ranges.
- Use product-level return insurance policies solely when wanted, resembling for exceptions.
- Separate loyalty program construction from loyalty advantages, utilizing MemberProgram beneath Group, and validForMemberTier beneath Provide.
Staying compliant with these up to date pointers ensures eligibility for structured knowledge options in Google Search and Purchasing.
Featured Picture: Roman Samborskyi/Shutterstock
