Product Schema: Required and Recommended Properties for Online Stores

Product schema describes an item for sale: its name, image, description, price, currency and availability. For Google’s product snippets, a product needs a name and at least one of reviews, a rating or an offer. Accurate, visible data helps search engines understand your products and may make them eligible for richer results.

Core properties

name: the product name.
image: a clear product image.
description: a short, accurate description.
offers: price, currency and availability.
brand and identifiers: where you have them.

Describe the offer correctly

Use the real price, the correct currency and an availability value that matches the page. If a product is out of stock, reflect that, as discussed in out-of-stock products and SEO.

Not sure if this is hurting your site?

Get the fixes that matter most, in priority order.

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Handle reviews carefully

Only mark up genuine customer reviews that visitors can see on the page. Do not invent ratings or copy reviews from other sites, which can lead to losing rich result eligibility.

Match markup to the page

Everything in the markup should be visible and true on the page. Mismatches between price in the markup and price on screen are a common error.

Write useful descriptions too

Structured data complements strong content. See how to write product descriptions that rank.

Generate and test

Create the code with the schema markup generator, then check for problems using how to fix structured data errors.

Frequently asked questions

Do I need Product schema on category pages?

Generally on individual product pages, not on category listings.

Does it guarantee stars in results?

No. Eligibility depends on guidelines and Google’s own decisions.

Next steps

Read Article and BlogPosting schema, or contact me here.

More in this series (schema markup questions): start with Free Schema Markup Generator, then explore: