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 the two main classes of Product structured data — Product Snippets and Merchant Listings — plus ProductGroup for variants.

JSON-LD Rich results E-commerce

Guide

Product Snippet Schema

Star ratings, reviews, pros and cons, and pricing in organic Google Search. For editorial pages, aggregators, and merchant pages.

aggregateRating review Offer

Guide

Merchant Listing Schema

Google Shopping, Popular Products, price drop alerts, shipping and returns info. For merchant pages where customers purchase directly.

Shopping Merchant Listing GTIN

Guide

ProductGroup & Variants Schema

Colour swatches, size options, and variant-specific pricing in Google Shopping. Uses ProductGroup with hasVariant.

ProductGroup hasVariant variesBy