Introduction to Google’s New Feature
Google has introduced a new feature that allows businesses to showcase their loyalty program benefits directly in search results. This is made possible through the use of structured data, which enables businesses to define their loyalty programs and the benefits associated with each product.
How it Works
Businesses can use two new types of structured data to take advantage of this feature. The first type defines the loyalty program itself, while the second type illustrates the benefits members receive for specific products. This allows shoppers to view the perks of a loyalty program before clicking on any listings, making it easier for them to make informed purchasing decisions.
Types of Loyalty Benefits
Google recognizes four specific types of loyalty benefits that can be displayed, including:
- Loyalty Points: Points earned per purchase
- Member-Only Prices: Exclusive pricing for members
- Special Returns: Perks like free returns
- Special Shipping: Benefits like free or expedited shipping
Benefits for Businesses
This new feature can help businesses make their products more visible and attractive to potential customers. By showcasing loyalty program benefits directly in search results, businesses can increase the chances of getting higher clicks and driving more sales. As stated by Google, "member benefits, such as lower prices and earning loyalty points, are a major factor considered by shoppers when buying products online."
Implementation Requirements
To take advantage of this feature, businesses need to follow two steps:
- Add loyalty program information to their ‘Organization’ structured data.
- Add loyalty benefits to their ‘Product’ structured data.
It’s also recommended to check if the markup works using the Rich Results Test tool. Google also recommends placing all loyalty program information on a single dedicated page rather than spreading it across multiple pages.
Multi-Tier Programs
Businesses can define multiple membership tiers within a single loyalty program, each with different requirements for joining, such as credit card signup requirements, minimum spending thresholds, or periodic membership fees. This flexibility allows businesses to create sophisticated loyalty structures that match their existing programs.
Priority of Merchant Center
For businesses that already use Google Merchant Center, it’s essential to note that Merchant Center settings will take priority over structured data markup. If a business implements both, Google will override the structured data markup with the Merchant Center settings to avoid confusion.
Looking Ahead
This update seems aimed at helping smaller businesses compete with larger retailers, which often have complex Merchant Center setups. Now, smaller sites can share similar information using structured data, including sophisticated multi-tier programs that were previously difficult to implement without Merchant Center.
Conclusion
In conclusion, Google’s new feature allows businesses to showcase their loyalty program benefits directly in search results, making it easier for customers to find and take advantage of these perks. By following the implementation requirements and using structured data, businesses can increase their visibility, drive more sales, and stay competitive in the market. Small and medium e-commerce sites without Merchant Center accounts should strongly consider adopting this markup to take their business to the next level.