Google Expands Support for Product Certification Markup in Structured Data

Google has rolled out a key update to its Search Central documentation, enhancing support for product certifications in structured data. This change, which takes full effect in April, is aimed at providing more detailed and globally relevant product information for users.

New Certification Markup for Merchant Listings

The update introduces a Certification markup for merchant listings, allowing ecommerce websites to include specific certification details about their products. This addition ensures retailers can provide more robust information about product quality, safety, and compliance with standards, helping consumers make more informed purchasing decisions.

Transition from EnergyConsumptionDetails to Certification Type

One of the major aspects of this update is the shift from the EnergyConsumptionDetails type to the more flexible Certification type. This new type supports a broader range of certifications across multiple industries and countries.

Previously, the focus was primarily on energy efficiency data, but now, with the Certification type, businesses can provide a wider range of product certifications, from environmental standards to safety compliance. Google is advising websites that currently use EnergyConsumptionDetails to transition to the Certification type before April to ensure product pages remain optimized for Google’s merchant listing experiences.

Expanded Capabilities and Global Relevance

The new Certification type offers expanded capabilities, allowing businesses to showcase certifications that are more relevant to different regions and product categories. This global relevance means that businesses operating across various countries can now highlight certifications that meet local regulations and standards, giving them a competitive advantage.

For example, while energy efficiency was a primary focus under the old system, the Certification type can now handle additional details like CO2 emissions for vehicles or other industry-specific compliance markers. This flexibility helps businesses enhance transparency and ensures that search results feature more useful information for consumers.

Implementation Guidelines for Webmasters

Google’s updated documentation includes comprehensive implementation guidelines to help webmasters integrate the new Certification markup into their product pages. Using JSON-LD format, the Certification type should be nested within the product’s structured data, covering all relevant certification details.

Some practical examples provided by Google include:

• CO2 emission classes for vehicles
• Energy efficiency labels for electronics
• Certifications for sustainable materials or fair trade

Proper implementation of certification data can lead to richer product listings in search results, potentially boosting user engagement, click-through rates, and conversions. This means that adding certification information could not only improve transparency but also positively impact sales performance for ecommerce sites.

Benefits for Consumers

For consumers, this update will provide access to more detailed and standardized information about products right within Google’s search results. Whether checking for eco-friendly ratings, safety certifications, or compliance with industry standards, buyers will have greater confidence in the products they are considering, contributing to a more informed shopping experience.

Next Steps for Businesses and SEO Professionals

To take full advantage of this update, website owners and SEO professionals should:

1. Review Current Use of Structured Data: Examine the current use of EnergyConsumptionDetails on product pages.
2. Plan for the Transition: Prepare to switch to the new Certification type before the April deadline to avoid disruptions.
3. Implement Certification Markup: Follow Google’s structured data guidelines to implement the Certification type on all relevant product pages.
4. Test Using Google’s Tools: Use Google’s Rich Results Test tool to validate the proper implementation of the new markup.
5. Monitor Performance: Keep track of search performance and any changes in rich result appearances post-update to ensure continued optimization.

By following these steps, businesses can stay ahead of the curve and ensure their product listings remain competitive in Google search results. Given the increasing importance of transparency and compliance, adopting the Certification markup can also serve as a trust signal to potential buyers, improving overall brand perception.