Table of contents:
- Price Drop Rich Result
- Approximate Rich Result
- Delivery Pricing Rich Result
- Returns Policy Rich Result
- Summary about the new rich result types
E-commerce websites are huge. If you have ever worked on one, you know that the mindset has changed compared to smaller websites: somehow everything is getting very technical, automation and data analytics are becoming more important, and you can do things at scale, especially using structured data to trigger e-commerce rich results.
Every web page on these big sites is struggling to get the appropriate attention and connect with the right audience: your webpage does not mean much if you can not distribute it to the right people and have it in the index in the first place. This is why we care about rich results, because they can actually help you improve your CTR if you know how to trigger them properly.
If you are an SEO specialist working in the field of e-commerce SEO, you should know that there have been some Google updates recently that can affect your click-through rate. More specifically, it’s about some new e-commerce rich results types that can appear automatically for your pages just because… Your site qualifies as a candidate in the Google Rich Snippet process.
Jokes aside, let us dive in to the process that enables you to win them over.
Brodie Clark reviewed the 5 new rich snippets for e-commerce websites on his blog.
Price Drop Rich Result
This concerns the mobile display for e-commerce category pages.
Practically, there are two attributes you can give your product category page, and they are:
- ‘Average‘, marked as avg;
- ‘Typically‘, which indicates the normal price at which the products are offered.
The attributes “Average” and “Typical” usually appear when product pages are using the ‘Offer’ schema markup to automatically add snippet variations. Another thing that can help Google detect these changes on your site is the following:
- You have multiple ‘Offer’ schema markups for the same product, but different prices. This is absolutely a schema markup anti pattern, but it’s still a good, structured way for them to see a difference for a given product and then average it out;
- You previously added schema markup, but now you have updated it with a new price. This is a sign to Google that you have made a change in the structured data of your website. Therefore, Google takes the opportunity to present the normal, typical price for your products using the ‘typical’ attribute;
- Your products (from your own brand) are displayed on Google with multiple prices (and still use the ‘Offer’ schema markup ). So Google decides to make the necessary changes to better reflect this and improve the user’s search experience.
If you decide to use these features, you should not use the price range feature within your schema markup, which is also indicated in their documentation.
Approximate Rich Result Type
These types appear on product listing pages (PDPs) when multiple products are offered on the page. Google uses its computational capabilities to identify the cheapest and the most expensive product. Then, Google uses these numbers to form the approximate price for the products displayed on the PDPs so that it can inform searchers about the approximate price of the products that belong to a particular category.
This is even easier for websites that have been online for some time (several years) and use the appropriate schema markup to define their exact price. This works like a charm. See the image below.
Delivery Pricing Rich Result
We have already written about the power of Google Merchant Center and how Google is using this invention to collect more data easily and at scale. Now guess what? Now it’s easy for Google to show the prices for delivery in the search results, as they can get this information from the Merchant Center. You can also be eligible for this rich snippet type if you use the shipping delivery time schema markup or any other approved schema markup that relates to the delivery process as a whole.
Returns Policy Rich Result
This feature is also related to Google Merchant Center and, according to our own tests, is mainly displayed on category pages. We expect this to become more common in the future once the merchant’s return policy is fully adopted by Schema.org, so more people can use it to describe their return policies on their product and category pages.
Summary About The New Rich Result Types
If you are an e-commerce merchant looking to maximize your SERP space, it might be worth checking out these structured data types. In any case, you should keep in mind that all of these features are still in the experimental phase. However, you should definitely try to enable them on your e-commerce pages and watch out for new developments on this topic.
We are here to follow these developments with you and help you gain more organic online traffic to increase your organic sales. Ready to start with us today? Book a demo with one of our SEO expert!
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