Product Schema
Markup for product pages to earn rich snippets with price, availability, and rating. A must-have for e‑commerce technical SEO.
In brief
Product Schema is structured data (schema.org/Product) that describes a product – its name, image, price, availability, and rating – to enable rich snippets in Google.
Required fields
Three properties are mandatory for valid product markup:
- name — product title.
- image — URL of the product image.
- offers — nested Offer object with price, currency, and availability.
Recommended fields
Additional data makes the snippet more attractive and improves CTR:
- description — short product summary.
- brand — link to a Brand object.
- sku — stock keeping unit.
- aggregateRating — average rating and review count.
- review — nested reviews (Review Schema).
Example markup
HTML
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "iPhone 15 Pro 256GB",
"image": "https://example.com/iphone.jpg",
"description": "Apple flagship smartphone",
"brand": {
"@type": "Brand",
"name": "Apple"
},
"sku": "IPHONE15PRO256",
"offers": {
"@type": "Offer",
"price": "89990",
"priceCurrency": "RUB",
"availability": "https://schema.org/InStock",
"url": "https://example.com/iphone-15-pro"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "120"
}
}
</script>Validation and result
After implementation, test with the Google Rich Results Test. A correct setup can show: ★★★★★ 4.8 (120 reviews) · 89,990 ₽ · In stock.
Always keep availability and price matching the actual state of your inventory. Mismatches may trigger a manual action.
FAQ
Common questions
Yes, set availability to https://schema.org/OutOfStock. For discontinued items use Discontinued.
Variants that differ only by size or color can be combined in an offers array. Different SKUs should have separate pages with their own markup.
Automatically when the page is recrawled. Update the markup on every price change for best results.
Possible reasons: too few reviews, issues with AggregateRating, reviews not visible on the page, or non-compliance with Google's guidelines.
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