Product schema (JSON-LD) for online stores: a practical guide
What to put in your Product markup, what to leave out, and how to check that Google can read it.
Product schema is structured data — usually a JSON-LD block in the page's HTML — that tells search engines and AI systems exactly what a product page sells: the product's name, brand, images, price, currency and stock status. Google uses it for product rich results and merchant listings, and AI answer engines can read the same facts without guessing them from your prose. It does not rank a page on its own, but it makes the facts on the page unambiguous.
The properties that matter
For a product rich result, Google requires the product name plus at least one of offers, review or aggregateRating. In practice every product page that sells something should include offers with price, priceCurrency and availability, because those drive the price and stock details shown in search results.
Recommended properties add precision: image, description, brand, and a product identifier such as sku, gtin or mpn. Identifiers help search engines match your page to the exact product a shopper is looking for — which matters most for model-number searches, where buyers type the exact model of a charger, earbud or appliance.
Variants, reviews, and what not to mark up
If a product comes in sizes or colours, Google supports ProductGroup with hasVariant and variesBy, so each variant's price and availability can be described without duplicating the page.
Only add review or aggregateRating markup when real customer reviews are visible on the page. Invented or copied ratings violate Google's structured data policies and can cost you rich results. The same rule applies to every property: the markup must describe what a visitor can actually see.
Breadcrumbs and FAQ markup
BreadcrumbList markup describes where the product sits in your catalogue (Home › Category › Product) and helps search engines understand your site structure. FAQPage markup can still describe a visible FAQ block, but since 2023 Google shows FAQ rich results only for a small set of authoritative government and health sites — add it for machine readability, not for a rich result.
How to validate your product schema
Test a live URL with Google's Rich Results Test, then check the Product snippets and Merchant listings reports in Search Console for errors across the whole catalogue.
A free SeloraX SEO Studio audit validates Product, BreadcrumbList and FAQPage JSON-LD on any product URL and generates corrected markup you can paste into your page. On SeloraX stores, the markup is applied to the storefront automatically.
Frequently asked questions
Is JSON-LD better than Microdata for product schema?
Google supports JSON-LD, Microdata and RDFa, and recommends JSON-LD because it lives in one script block separate from the visible HTML, which makes it easier to add and maintain without touching the page layout.
Does product schema improve rankings?
Not directly. Structured data makes a page eligible for rich results and makes its facts unambiguous to search and AI systems, which can lift click-through and citation, but it is not a ranking factor by itself.
Which price should the offer show?
The price a shopper actually pays on that page, in the page's currency — BDT for a Bangladeshi store — and it must match the visible price. Update the markup whenever the price or stock status changes.
Can I add ratings if I have no reviews yet?
No. Leave out review and aggregateRating until genuine reviews are shown on the page. Fabricated rating markup breaks Google's structured data policies and can lead to a manual action.
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