Google is expanding eligibility for enhanced product experiences in search results to websites that implement structured data. There are two broad categories of experiences available to website owners: merchant listing experiences for pages that allow shoppers to buy a product on the site, and product snippets for a broader set of pages with product information.
To learn more about the requirements for these experiences, see the documentation on Product structured data. You can also use the Product Report in Search Console to see if your pages are eligible for enhanced product experiences.
Google has announced that they have improved eligibility for merchant listing experiences in search results, by enabling merchants to provide product data on web pages without a Google Merchant Center account. This is made possible by recent extensions to product-related properties and types in schema.org for areas such as apparel sizing and energy efficiency ratings.
Some examples of the merchant listing experiences that are now available include:
- Product descriptions
- Merchant name and logo
- Product image
- Rating (if available)
Merchant listing experiences offer enhanced experiences including the Shopping Knowledge panel and Popular Products, as well as shopping experiences in Google Images and Google Lens. The structured data required for merchant listings and product snippets is described in our Product structured data documentation.
Figure 2. An example product snippet in search results
While Google collects Product structured data from websites globally, shopping experiences may be available in a restricted set of countries.
To help websites take advantage of product-related search experiences, Google has replaced the existing Search Console report for Product structured data with two new reports: a Merchant listings report and a Product snippets report. These reports are grouped under a new Shopping section in the Search Console navigation bar.
The Merchant listings report identifies structured data issues for free listing experiences in search results. The Product snippets report allows you to see errors, warnings, and valid pages for markup implemented on your site. The changes in reporting have also been reflected in the Rich Result Test tool.
The "Product snippets" report identifies structured data issues for product snippets in search results, and replaces the previous Product structured data report. The report is relevant to pages that share product review information or aggregate product data from multiple sites. Note that pages selling products may also include product reviews.
The "Product snippets" report is relevant to pages that sell products and covers a wider range of schema.org structured data properties and types used by the
Product type, such as apparel sizing and energy efficiency ratings. The report includes a history of prior validation errors.
Product results impressions are no longer shown on the Product snippets report, but you can view impressions for product results in the performance report.
If you have a website that publishes product reviews but doesn't sell products, you should check the "Product snippets" report in Google Search Console. This report will tell you if there are any problems with the structured data on your website.