Google adds structured data support for Product Variants

Google adds structured data support for Product Variants

Google Search & Shopping today announced expanded support for product variants in structured data. This update empowers merchants to showcase diverse product variations (size, color, etc.) directly in search results, potentially attracting more clicks and improving user experience.

Benefits for Merchants

  • Richer product displays: Showcase variations directly in search results, potentially increasing click-through rates and conversions.
  • Enhanced user experience: Help shoppers find the exact product they want by displaying relevant variations.
  • Seamless integration: Complements existing Merchant Center feeds for holistic product representation.


  • New properties: Utilize "hasVariant" and "variesBy" to easily group variations under a "parent" product.
  • Comprehensive documentation: Follow detailed instructions and examples for smooth implementation.
  • Validation tools: Ensure data accuracy with enhanced validations in Search Console reports.

This update simplifies adding structured data for product variations, leading to richer product presentations in Google Search and a more streamlined shopping experience for users.

Structured data

Structured data in Google Search acts as a translator, bridging the gap between human-readable content and machine-understandable information. It uses standardized formats to tag specific elements of a webpage, allowing search engines like Google to grasp the context and meaning more accurately.

Think of it this way: imagine a website selling different colored shirts. Without structured data, Google might only understand "shirt" from the text. But with proper structured data, Google can recognize variations like "red shirt," "blue shirt," and "green shirt," leading to richer search results and a better user experience.

So, why is structured data so important?

  • Enhanced Search Results: Richer snippets with details like prices, ratings, or ingredients can attract more clicks and engagement.
  • Improved Understanding: Google accurately indexes your content, leading to better ranking for relevant searches.
  • Personalized Experience: Users can see search results tailored to their preferences based on structured data insights.
  • Wider Reach: Structured data unlocks features like Google Actions or Knowledge Panels, expanding your online presence.

Implementing structured data might seem complicated, but various tools and resources are available to simplify the process. Google provides extensive documentation and guides, and many plugins and platforms can automate the implementation.

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