Google has updated its guidelines for product variant pages and rich results

Jan. 5, 2023, 11:37 p.m.

Google has updated the rich results support page to include information on how to use them for different product variants with unique URLs. For example, if you have a page for a specific model of a t-shirt, where you sell it in black, green, yellow and red colors, then the page won’t be displayed in the advanced results, because this case requires separate landing pages for each variant (in our case - colors) of goods.

Google detailed how rich results work for different product options, and from now on the full recommendation from the corporation is as follows: « Use markup for a specific product, not a category or list of products. For example, «shoes in our shop» isn’t a specific product. Currently, product rich results only support pages that focus on a single product. This includes product variants where each product variant has a distinct URL. We recommend focusing on adding markup to product pages instead of pages that list products or a category of products».

«Product variant» should be understood as each combination of its attributes. Thus, this update will help structure URLs for products if they come in multiple sizes or colors. At the same time, it needs to remember the limitation of including several variants of the product on one page, when they have the same URL:

the page won’t be available for rich search results, because only pages with a single product, which variants are indicated by Google as different products, have this feature.

the Google Shopping service won’t be able to direct the user to a certain version of the product on your website, so a customer will need to choose the color or size by himself or herself before ordering a product or service. As a result, the user experience deteriorates, since the user has already selected the desired product option in Google Shopping.

For creating unique URLs for each product variant, it’s recommended to use query parameters (for example, /t-shirt?color=yellow) and path segments (for example, /t-shirt/yellow). In order for the search engine to better understand the relations between product variants, Google advises choosing the URL of one variant as the canonical URL of the entire product. If you use additional query parameters to define variants, choose URLs without query parameters as the canonical URL. For example, if the value of the query parameter «color» by default is «green», then:

the canonical URL for all t-shirt variants will be /t-shirt.

for a green t-shirt you can use /t-shirt (instead of /t-shirt?color=green).

for t-shirts of other colors, such as red, you can use /t-shirt?color=red.

Although Google only recently updated its guidelines for product options and rich results pages, IT company Golden Web Digital is have already developing websites with this pattern. As a premium partner of Google, the Golden Web agency in Ternopil constantly monitors the introducing of new and improvement of existing Google’s. In this way we will create a modern and convenient website (landing, online store, corporate, etc.) with a well-thought-out design and in compliance with the main algorithms of the search engine. The site will fully meet the specifics of your business.

Golden Web Digital’s team of specialists has more than five years of experience in developing turnkey websites using the Python programming language and the Django web framework. You can contact us to receive a full range of services:

after determining the features of the client’s business and the level of competition in the niche, we collect semantics, prescribe an SEO strategy for the launch and create a technical task;

we develop a prototype of the computer and mobile version of the website;

we form the backend and frontend architecture of the site;

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we connect the domain to the server, configure analytics and implement an individually developed website launch strategy;

we configure the administrative model, the functioning of the website in several languages, multi-currency, online payment services and the application software interface of postal services.

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