In the ever-evolving landscape of SEO and online search, staying informed about the latest advancements is key for businesses aiming to boost their digital visibility. In 2022, Google revamped Product structured data, followed by shipping and returns integration in 2023. Now, in 2024, Google is taking product experiences a step further with structured data support for Product variants.

The Evolution of Product Structured Data

Google kickstarted the journey in 2022, enhancing support for Product structured data, transforming how products appear in Google Search. This was followed by the inclusion of shipping and returns structured data in 2023, streamlining user decision-making.

What’s New in 2024

Building on previous years’ progress, Google has introduced structured data support for Product variants. This aims to revolutionise how product information is displayed in search results, providing a comprehensive view of businesses’ diverse offerings.

Key Features of the Update

1. ProductGroup Type:

  • A new way to organise and present products effectively.
  • Enhances the user experience through structured representation of product relationships.

2. hasVariant Property:

  • Allows nesting of Product variants under their parent ProductGroup.
  • Hierarchical organisation for a clearer understanding of product variations.

3. variesBy Property:

  • Enables listing of variant-identifying properties.
  • Provides valuable information about unique characteristics, aiding users in decision-making.

4. productGroupID Property:

  • Assigns a unique identifier (“parent sku”) to the ProductGroup.
  • Streamlines tracking and management of product variants for online retailers.

As we step into 2024, Google continues to refine the online shopping experience. The structured data support for Product variants, coupled with the ProductGroup type and new properties, showcases Google’s commitment to empowering businesses. By embracing these updates, businesses can ensure their products are easily discovered and presented in a manner that resonates with today’s savvy online shoppers. Embrace the future of online retail with Google’s structured data advancements, and elevate your product experiences to new heights.

Eloise Heeley

SEO Executive

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