Google Clarifies Structured Data Rules For Returns & Loyalty Programs

Introduction to Google’s Updated Structured Data Documentation

Google has updated its structured data documentation to help merchants implement markup for return policies and loyalty programs more effectively. The goal of these updates is to reduce confusion and ensure that Google Search features work seamlessly with merchant websites. This change is crucial for online businesses, as it affects how their return policies and loyalty programs are displayed in Google Search results.

Key Changes in Return Policy Markup

The updated documentation clarifies that only a limited subset of return policy data is supported at the product level. This means that merchants should define comprehensive return policies using the MerchantReturnPolicy type under the Organization markup. This approach ensures a consistent return policy across the entire product catalog. In contrast, product-level return policies, defined under Offer, should only be used for exceptions and support fewer properties.

How to Implement Return Policy Markup

To implement return policy markup correctly, merchants should use the MerchantReturnPolicy type under the Organization markup for comprehensive return policies. For product-level return policies, they should use the Offer markup, but only for exceptions. Google explains that product-level return policies support only a subset of the properties available for merchant-level return policies. By following these guidelines, merchants can ensure that their return policies are displayed correctly in Google Search results.

Loyalty Program Markup Must Be Separate

For loyalty programs, Google emphasizes that the MemberProgram structured data must be defined under the Organization markup, either on a separate page or in Merchant Center. While loyalty benefits like member pricing and points can still be referenced at the product level via UnitPriceSpecification, the program structure itself must be maintained separately. This means that merchants should keep their loyalty program structure and benefits separate to ensure compatibility with Google Search features.

What’s Not Supported

Google’s documentation now states that shipping discounts and extended return windows offered as loyalty perks aren’t supported in structured data. This means that merchants may still offer these benefits, but they won’t be eligible for enhanced display in Google Search results. This is particularly relevant for businesses that advertise such benefits prominently within loyalty programs.

Why These Changes Matter

The changes to Google’s structured data documentation don’t introduce new capabilities, but they clarify implementation rules that have been inconsistently followed or interpreted. Merchants relying on offer-level markup for return policies or embedding loyalty programs directly in product offers may need to restructure their data. By following the updated guidelines, merchants can ensure eligibility for structured data features in Google Search and Shopping.

Next Steps for Merchants

To comply with the updated guidelines, merchants should take the following steps:

• Audit existing markup to ensure return policies and loyalty programs are defined at the correct levels.
• Use product-level return policies only when needed, such as for exceptions.
• Separate loyalty program structure from loyalty benefits, using MemberProgram under Organization, and validForMemberTier under Offer.

Conclusion

In conclusion, Google’s updated structured data documentation provides clarity on how to implement markup for return policies and loyalty programs. By following these guidelines, merchants can ensure that their return policies and loyalty programs are displayed correctly in Google Search results, which can improve customer trust and increase sales. It’s essential for merchants to audit their existing markup and make necessary changes to comply with the updated guidelines and stay eligible for structured data features in Google Search and Shopping.