Product Schema Markup for E-commerce

Setting up Product Schema Markup for E-Commerce

Product Schema is a markup for product pages that allows Google to display rating stars, price, and availability directly in search results. Increases CTR by 15–30%.

Basic Product Markup

{
    "@context": "https://schema.org",
    "@type": "Product",
    "name": "ASUS ROG Strix G16 Laptop",
    "sku": "ROG-G16-2024-RTX4070",
    "gtin13": "4711081694342",
    "description": "Gaming laptop with RTX 4070, Intel Core i7-13650HX processor and 16-inch 240Hz display.",
    "brand": {
        "@type": "Brand",
        "name": "ASUS"
    },
    "image": [
        "https://example.ru/images/rog-strix-1.jpg",
        "https://example.ru/images/rog-strix-2.jpg"
    ],
    "offers": {
        "@type": "Offer",
        "url": "https://example.ru/notebooks/asus-rog-strix-g16",
        "priceCurrency": "RUB",
        "price": "149990",
        "priceValidUntil": "2024-12-31",
        "itemCondition": "https://schema.org/NewCondition",
        "availability": "https://schema.org/InStock",
        "seller": {
            "@type": "Organization",
            "name": "TechnoStore"
        }
    },
    "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.7",
        "bestRating": "5",
        "worstRating": "1",
        "reviewCount": "47"
    },
    "review": [
        {
            "@type": "Review",
            "reviewRating": { "@type": "Rating", "ratingValue": "5" },
            "author": { "@type": "Person", "name": "Alexey K." },
            "datePublished": "2024-03-10",
            "reviewBody": "Excellent gaming laptop, quiet and cool under moderate load."
        }
    ]
}

Product with Variations (ProductGroup)

{
    "@context": "https://schema.org",
    "@type": "ProductGroup",
    "name": "Nike Air Max 90 Sneakers",
    "hasVariant": [
        {
            "@type": "Product",
            "name": "Nike Air Max 90 White — size 42",
            "offers": { "@type": "Offer", "price": "8990", "availability": "InStock" },
            "additionalProperty": [
                { "@type": "PropertyValue", "name": "Color", "value": "White" },
                { "@type": "PropertyValue", "name": "Size", "value": "42" }
            ]
        }
    ]
}

Dynamic Generation in Laravel

class ProductSchemaGenerator
{
    public function generate(Product $product): array
    {
        return [
            '@context'    => 'https://schema.org',
            '@type'       => 'Product',
            'name'        => $product->name,
            'sku'         => $product->sku,
            'description' => $product->meta_description ?? strip_tags($product->description),
            'image'       => $product->images->pluck('url')->toArray(),
            'brand'       => ['@type' => 'Brand', 'name' => $product->brand->name],
            'offers'      => [
                '@type'         => 'Offer',
                'price'         => number_format($product->price / 100, 2, '.', ''),
                'priceCurrency' => 'RUB',
                'availability'  => $product->in_stock
                    ? 'https://schema.org/InStock'
                    : 'https://schema.org/OutOfStock',
                'priceValidUntil' => now()->addMonth()->format('Y-m-d'),
                'seller' => ['@type' => 'Organization', 'name' => config('app.name')]
            ],
            'aggregateRating' => $product->reviews_count > 0 ? [
                '@type'       => 'AggregateRating',
                'ratingValue' => number_format($product->average_rating, 1),
                'reviewCount' => $product->reviews_count
            ] : null
        ];
    }
}

Common Mistakes

• Empty fields: Google won't accept schema with "price": "" or "availability": ""
• Data mismatch on page: price in schema must match visible price
• reviewCount: 0 with no reviews — remove aggregateRating entirely
• Wrong price format: numbers only without currency symbol ("8990", not "8990 ₽")

Setup timeline: 1 business day for dynamic generation on all product pages.