Google added new structured data to support product variants in eCommerce stores, this includes new technical documentation on how to implement the new structured data and Search Console and rich results testing tools for validating the new markup. This is called structured data of product variants.
Additionally, Google clarified when to use FreeReturn versus ReturnShippingFees as the returnFees value for product returns in structured product data documentation.
Details of the product variant. Google explained that e-commerce sites “for variant products are more complex than single-product sites, and consequently the associated structured data is also more complex. An added complexity is that variants must be grouped under a “parent” product Google’s solution to allowing this variant grouping is to add new support for the Schema.org Product group type and three new properties:
hasVariant (to nest product variants under their parent ProductGroup),
varies by (to list variant identifier properties) i
ProductGroupID (the identifier, also known as the “parent sku” of the ProductGroup).
Also added a new isVariantOf property to the file structured product data documentation and clarified that Google supports product variants with different URLs.
Validation support. In addition to the new documentation, Google has updated Search Console to support validation and error handling of this new structured data. Google said: “Added new validations for variants Product Snippets and Merchant Listing Reports in Search Console and Test rich results.”
Here’s what that report looks like:
Please return the clarifications. As a side note, Google clarified when to use FreeReturn versus ReturnShippingFees as the returnFees value for product returns in the product structured data documentation.
Why we care If you run an e-commerce site and have products that have product variants, such as by sizes, colors, materials or patterns or different memory sizes, screen sizes and processors, etc., you’ll want to check out this new support for structured data of product variants.
Use the documentation and testing tools and track any search success with these implementations.
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