We use structured data "Rich Snippets" to describe products (in an online store).
For each product, various attributes can be specified: product image, manufacturer, model, color, height, width, weight, detailed product description, customer reviews, manufacturer's name, etc.
In addition to providing search engines with better insights into the indexed content, the exposure of our search result itself is improved. Consequently, we may get an additional click on the content.
Structured data is best written in JSON-LD (a block of code in the page head), which Google recommends; the older microdata format (itemprop tags in HTML) works but is harder to maintain. On most platforms this is a module or a setting; if not, order it from your provider - you do not have to write the code yourself. The most important types for a store are Product (with Offer: price, currency, availability, GTIN), reviews (only real reviews of the item), company data (Organization) and breadcrumbs (BreadcrumbList). The list of all properties is available at the following link:
Example (shortened; the names are made up):
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Alfa PS-200 washing machine 8 kg",
"image": "https://www.example.com/images/ps-200.webp",
"description": "Washing machine 8 kg, 1400 rpm.",
"sku": "PS200-WHT",
"gtin13": "3850000000008",
"brand": { "@type": "Brand", "name": "Alfa" },
"offers": {
"@type": "Offer",
"url": "https://www.example.com/washing-machine-ps-200",
"priceCurrency": "EUR",
"price": "449.00",
"availability": "https://schema.org/InStock",
"itemCondition": "https://schema.org/NewCondition"
}
}
</script>
Check them with the Rich Results Test and the Schema Markup Validator (Google's Structured Data Testing Tool has been retired). In Google Search Console you monitor the enhancement reports. The same data should also be in the catalog in Google Merchant Center (see price comparison aggregators). The markup must match the visible content of the page exactly (price, stock); differences can be a reason for exclusion from rich results. Structured data does not guarantee display: in May 2026 Google stopped showing rich results for FAQs. An FAQ section on pages is still useful for visitors, but FAQ markup no longer brings visible rich results. More about data for machine readers: AI in search and shopping.
Frequently asked questions
Structured data (JSON-LD markup using the schema.org vocabulary) is a standardized format that helps search engines and artificial intelligence assistants understand the content of a page. For online stores, the most important are Product with an offer (price, availability, GTIN), genuine customer reviews, BreadcrumbList and Organization.
Rich snippets are enhanced displays in search results - review stars, price, availability. They are enabled by appropriate structured data on the page, but display is not guaranteed. Rich results for FAQs have no longer been shown since May 2026.
On most platforms this is a module or a setting. Basic markup for an item often already exists (in the older microdata format), while extensions enable the modern JSON-LD format with all the important fields. The markup must match the visible content of the page.
Google recommends JSON-LD - it is easier to maintain (a block of code separate from the HTML content) and does not require changes to the HTML structure. Microdata (attributes directly in HTML) is an older, but still valid format. We recommend JSON-LD.
With Google's Rich Results Test (search.google.com/test/rich-results) and the Schema Markup Validator (validator.schema.org). Both tools show whether the markup is valid and which rich results are possible. Google's Structured Data Testing Tool has been retired.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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