While the appeal of rich snippet markup is obvious, many Internet retailers have been slow to take advantage of the opportunity on their product pages.
Whether the reason for this is the complexity of doing so, or because their ecommerce platform just doesn't support such an initiative, those merchants that do deploy rich snippets stand to capture far more attention on the search results pages than their competition.
The benefit of adding markup (Microdata, RDFa, or JSON-LD) to product pages specifically is that it provides search engines an opportunity to showcase detailed product information in the rich search results including image search.
Users are able to see price, availability, and review ratings on the search results and that's a powerful way to attract potential buyers as they search for items to purchase.
Product markup can be used on two types of pages - product pages (those that showcase a specific product) and shopping aggregator pages (those that list the same product but from different sellers). While the markup varies slightly for each of these page types, the guidelines should be followed closely.
For example, it's not possible to use markup for a category or a list of products as it is limited to specific products. Also, adult-related products are not supported and reviews will need to use a valid name for a person or team.
Keep in mind when marking up content for product information the following properties of the schema.org product type are supported - name, image (the URL to the image file), description, brand, review, aggregate rating, offers and SKU. Only name and image are actually required with the remaining properties being recommended.
There's certainly no guarantee that marking up product pages (or product aggregator pages) will yield a rich snippet, but it dramatically increases the chances. If generating a higher click-through rate is the objective, marking up these pages with rich snippets is a great way to do that.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.