Guides & resources
Learn SEO
Structured data, technical SEO, e-commerce optimisation. Written at various hours of the night by someone who's been in the validator, in the Search Console, and in the meeting where someone asked 'so why didn't we just run ads?'
Structured Data
Overview
Product Schema Markup
Introduction to all three types of Product structured data — Product Snippet, Merchant Listing, and Product Variants — and when to use each.
Guide
Product Snippet Schema
Star ratings, reviews, pros and cons, and pricing in organic Google Search. For editorial pages, aggregators, and merchant pages.
Guide
Merchant Listing Schema
Google Shopping, Popular Products, price drop alerts, shipping and returns info. For merchant pages where customers purchase directly.
Guide
ProductGroup & Variants Schema
Colour swatches, size options, and variant-specific pricing in Google Shopping. Uses ProductGroup with hasVariant.