Product Schema Markup
Introduction to the two main classes of Product structured data, plus ProductGroup for variants. Which one Google reads, when each applies, and how they overlap.
Schema guides
Schema for SEO
Structured data: technically optional, practically essential, officially documented in a way that helps a solid few.
These guides skip the preamble. Which type to use, what each field actually does, and how to generate clean JSON-LD — without watching a Google I/O keynote to figure it out.
Product Schema
Deep dives
Product Snippet Schema
Star ratings, reviews, pros/cons, and pricing in organic search. For any product page.
Merchant Listing Schema
Shopping panel, Popular products, price drop alerts, and shipping info. For merchant pages.
Product Variants Schema
Colour swatches, size options, and variant pricing in Google Shopping. ProductGroup with hasVariant.
Tools for this
Product schema generatorsProduct Snippet, Merchant Listing and ProductGroup JSON-LD, generated clean.
Schema Markup VisualizerSee your JSON-LD as a tree instead of counting braces.
Schema ComparisonSide-by-side diff of two schemas. Before/after or structural.
Schema Extractor (Chrome)Pull JSON-LD, Microdata and RDFa off any page in one click.
All notes · Structured data
18 May 2026
Structured Data
Product schema suppression, disappearing rich results, and Merchant Center disapprovals are almost always a data problem. Five failure patterns, a 3-layer alignment model, and an operational audit checklist.
29 Mar 2026
Ecommerce SEO
Which features need a Merchant Center feed, which use structured data, which Google controls automatically, and one eligibility rule that's widely misrepresented.
27 Mar 2026
Structured Data
What earns rich results, what to prioritise, sale price schema, the three-layer alignment problem, and the governance layer that keeps schema, feed, and page data consistent at scale.
27 Mar 2026
Structured Data
What breaks when SKUs land in the GTIN field, how to audit identifier coverage, and a product type reference for every edge case.
21 Mar 2026
Structured Data
For everyone who's wrapped a single-SKU candle in ProductGroup and wondered why nothing happened. Here's when to use each and what breaks when you confuse them.