Product Schema Generator

What Product schema changes in a search result

When someone searches for a product, most results look identical: a blue title, a grey URL, two lines of text. Some carry a price, a stock status and a row of stars. That extra detail is not something Google worked out on its own. Those sites told it.

Product schema is how they told it. It states the facts in a form read literally, rather than leaving Google to work out which number on your page is the price.

The preview beside the output shows what that listing would look like with the values you have entered, which is the fastest way to tell whether a field is worth filling in.

Which properties matter, and why

Google's required set is minimal, and meeting the minimum produces a listing that looks thin next to competitors. The useful set is larger.

How to mark up a product page

Six steps. Step six is the one that separates a demonstration from a store that can be left running.

1. 01

   Name the product exactly as the page does

   The name in the markup and the name on the page have to be the same product. Adding category words or search terms that do not appear on the page is the beginning of a mismatch problem.

2. 02

   Add an offer with price, currency and availability

   Price as a plain number with no symbol, currency as a three-letter ISO code, availability from the schema.org list. This is the block that produces the price line in a search result.

3. 03

   Supply a GTIN or an MPN if you have one

   A barcode identifier is how Google matches your listing to the same product sold elsewhere. If you resell products other merchants carry, the GTIN materially improves that matching. If you make it yourself, an MPN is the equivalent.

4. 04

   Only add a rating if the reviews are real and shown

   aggregateRating must come from reviews genuinely collected and visible on that page. Fabricated ratings, ratings borrowed from elsewhere and ratings for a different product are all violations, and this is enforced.

5. 05

   Set priceValidUntil

   Google warns when it is missing, because without it the price has no stated shelf life. Set it to a date you are prepared to honour, and update it when your pricing cycle rolls over.

6. 06

   Generate it from your product data rather than pasting it

   Prices and stock levels change. A static block that no longer matches the page is worse than no markup at all, so on a real store the JSON-LD should render from the same data the page renders from.

The three ways product markup gets you penalised

Product markup is enforced more actively than most types, because the incentive to overstate is obvious and the claims are checkable.

1. A price that does not match the page

Google compares the two. A markup price of 39.95 against a page price of 49.95 is not a rounding difference, it is a misrepresentation, and it earns a manual action against your product rich results. Stale markup after a price change is the most common way this happens by accident.

2. Ratings that are not real or not shown

aggregateRating has to come from reviews collected on your site and visible on that page. Borrowing a manufacturer's rating, aggregating reviews of a different product, or inventing the count are all violations of Google's guidelines.

3. Product markup on a category page

A collection page listing twenty items is not a Product. Marking it up as one claims a rich result the page does not deserve. Use ItemList for collection pages, and only when each entry links to its own product page.

• The markup must describe what a visitor can see on that page
• Availability must be current, not aspirational
• Every rating needs a review count above zero from genuine reviews
• One Product block per product page, not per variant on the same page

What this tool generates

Frequently asked questions