SEOmediumtechnical

Add Product schema markup

rule · product

Product schema markup enables Google to display rich results for your product pages, showing price, availability, ratings, and images directly in search results. Google's product structured data guide (opens in a new tab) and valid JSON-LD need to line up for those rich results to work reliably.

Code Examples

HTML

<!-- ✅ Good: Complete Product schema -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Cast Iron Dutch Oven 5.5 Qt",
  "image": [
    "https://example.com/images/dutch-oven-front.jpg",
    "https://example.com/images/dutch-oven-top.jpg"
  ],
  "description": "Pre-seasoned cast iron Dutch oven with enamel coating. Perfect for sourdough baking and slow cooking.",
  "sku": "DO-55-BLK",
  "mpn": "DO550BK",
  "brand": {
    "@type": "Brand",
    "name": "BakeCo"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/products/dutch-oven",
    "priceCurrency": "USD",
    "price": 49.99,
    "priceValidUntil": "2026-12-31",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock",
    "shippingDetails": {
      "@type": "OfferShippingDetails",
      "shippingRate": {
        "@type": "MonetaryAmount",
        "value": 0,
        "currency": "USD"
      },
      "deliveryTime": {
        "@type": "ShippingDeliveryTime",
        "handlingTime": {
          "@type": "QuantitativeValue",
          "minValue": 0,
          "maxValue": 1,
          "unitCode": "DAY"
        },
        "transitTime": {
          "@type": "QuantitativeValue",
          "minValue": 3,
          "maxValue": 5,
          "unitCode": "DAY"
        }
      }
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.7,
    "reviewCount": 283
  },
  "review": [
    {
      "@type": "Review",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": 5
      },
      "author": {
        "@type": "Person",
        "name": "Jane Smith"
      },
      "reviewBody": "Excellent Dutch oven — my sourdough has improved dramatically."
    }
  ]
}
</script>

HTML

<!-- ❌ Bad: Missing offers, no image array -->
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Dutch Oven"
}
</script>

Why It Matters

Product schema enables Google to show price, availability, ratings, and review count directly in search results. The vocabulary itself comes from Schema.org Product (opens in a new tab), but the page still needs matching visible product data and pricing.

Rich Results Eligibility

Google can show the following for products with valid schema:

Price and currency
Availability (In Stock / Out of Stock)
Star ratings and review count
Product images in image search
Merchant listing experiences in Google Shopping

Required Properties (for Rich Results)

Property	Type	Example
`name`	Text	`"Cast Iron Dutch Oven 5.5 Qt"`
`image`	URL or Array	`["https://example.com/oven.jpg"]`
`description`	Text	Product description
`offers`	Offer	Price and availability object
`offers.price`	Number	`49.99`
`offers.priceCurrency`	Text	`"USD"`
`offers.availability`	URL	`"https://schema.org/InStock"`

Availability Values

Text

https://schema.org/InStock
https://schema.org/OutOfStock
https://schema.org/PreOrder
https://schema.org/BackOrder
https://schema.org/Discontinued

Next.js Implementation

TSX

// app/products/[slug]/page.tsx
export default async function ProductPage({ params }) {
  const product = await getProduct(params.slug)
 
  const schema = {
    '@context': 'https://schema.org',
    '@type': 'Product',
    name: product.name,
    image: product.images,
    description: product.description,
    offers: {
      '@type': 'Offer',
      price: product.price,
      priceCurrency: 'USD',
      availability: product.inStock
        ? 'https://schema.org/InStock'
        : 'https://schema.org/OutOfStock',
    },
  }
 
  return (
    <>
      <script
        type="application/ld+json"
        dangerouslySetInnerHTML={{ __html: JSON.stringify(schema) }}
      />
      {/* product page content */}
    </>
  )
}

Critical Rules

Prices in schema must exactly match visible page prices
Don't fake review counts or ratings
Update priceValidUntil when running time-limited promotions
Use AggregateRating only if you actually have user reviews

Exceptions

Only add or enforce schema types that the page can truthfully support; irrelevant structured data is worse than no structured data.
A technically valid schema block can still be misleading if the page content does not visibly back it up; audit rendered content and schema together.
If indexability, canonical-url, or main content quality is wrong, fix that foundation before optimizing schema details.

Standards

Use these references as the standard for the final search-facing HTML, metadata, and crawl behavior.
Check the implementation against Google Search Central: Product structured data before treating the rule as satisfied.
Check the implementation against Schema.org: Product before treating the rule as satisfied.

Verification

Automated Checks

Inspect rendered HTML and HTTP headers to confirm the expected metadata or crawlability signal is present.
Test the affected URL with Google Search Console or equivalent tooling where relevant.
Re-crawl a representative page set after deployment.

Manual Checks

Confirm the change does not create conflicting canonical-url, robots, or structured-data signals.