When users search for a specific product, they want to get some important information as quickly as possible. This can be the name of the product, the price, the brand, a picture, reviews or a short description. If you can provide a customer with all this information before they even click on your product offering, they will be immediately drawn to your website.
Product snippets are a richer representation of snippets in search results than plain text. They are used for products and reviews and may include additional information such as ratings, prices and availability.
If you want to include rich product data in Google Search, you can add structured product data to your web pages, upload data feeds through Google Merchant Center, and enable free listings in the Merchant Center console. This page is mainly about the former.
If you provide structured data both on web pages and in a Merchant Center feed, you’re most likely to be eligible for the result types, and you’ll make it easier for your users to understand and verify your data correctly. Some result types combine data from structured data and Google Merchant Center feeds when both are available. For example, product snippets can use pricing data from your merchant feed if it is not available in structured data on the page.
The schema markup for product pages should include at least the following:
- Name: The name of the product
- Image: The URL of the main photo of the product
- Description: The description of the product
- Brand: The brand or manufacturer of the product
- Rating: A nested rating of the product (see rating label).
- sku, gtin8, gtin13, gtin14, mpn: Various product names
An overview of all possible properties for product data can be found here.