Google Product Rich Snippets for Multiple Products on a Page

It has been a strong principle of Google to show Rich Snippets for Products only if there is exactly one single product on the page. For quite a while, we have predicted that Rich Snippets will become a much more dynamic feature in Google, e.g. that it will be turned on an off depending on a particular query and depending on how it helps highlight important information in the SERPs. Now, for a few weeks, there has been a conflicting requirement for developers in the Google Developer documentation: At https://developers.google.com/structured-data/rich-snippets/products, Google says

Product markup should be used for a specific product, not a category of products or a list of products.

while at https://developers.google.com/structured-data/policies, they state that all products in a multi-product page are to be marked up (or none):

Each entity should be marked up using the relevant schema.org type, such as schema.org/Product for product category pages. Marking up just one category entity from all listed on the page is against our guidelines.

It essentially meant that you could mark-up only deep detail pages that describe exactly one single product. Today, we found first evidence that Google is now properly summarizing multiple product descriptions to generate a summary. If you search for “New Volkswagen Golf Yorkville New York”, you might get the following search result:

Google Rich Snippet for multiple cars

If you look at the first result, you see a price range ($21,515.00 to $30,830.00):

Google Rich Snippet for multiple cars

Now, contrary to what one would expect, there is no http://schema.org/AggregateOffer in the markup, but simply seven http://schema.org/Offer entities. $21,515 is the lowest value of all price properties, and $30,830 the highest one.

While we have not yet seen it in the wild, we expect that Google will also try to create Rich Snippets for single products from multi-item pages depending on the user query. So instead of summarizing a multi-product page into one aggregate Rich Snippet, they might chose a single entity that they think fits your information needs best.

In short: We see that we can now safely mark-up multiple products in a page and expect Rich Snippets for price information. Google is able to summarize them. That is good news, in particular for automotive Web sites.

PS: If you are the person responsible for adding the schema.org markup to http://www.steetpontevolkswagen.net/, I would first like to congratulate to the pretty advanced and effective use of schema.org. Second, I would recommend that you add the new features for http://schema.org/Car for standardized car features and to use http://schema.org/additionalProperty for the other car features.. Need help? Contact us!

PPS: If you look deeper into the markup, you will see that the actual data structure is even a bit weird, because the main entity is a http://schema.org/SearchResultsPage type, linked to the seven offers via http://schema.org/offers. This is wrong, because the offers property for a http://schema.org/SearchResultsPage type is inherited from http://schema.org/CreativeWork and links to offers of the creative work. But the site owner is likely not offering the search results page for $ 20,000 ;-).

One thought on “Google Product Rich Snippets for Multiple Products on a Page

  1. Pingback: Schema.org: Product Variants with Different Prices | The Hepp Research Blog on Marketing with Data

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s