Google Updates Structured Data Rules for Returns & Loyalty Programs
▼ Summary
– Google updated its structured data documentation to clarify return policy and loyalty program markup for merchants.
– Product-level return policies should only include exceptions, while comprehensive policies must use MerchantReturnPolicy under Organization markup.
– Loyalty program structure (MemberProgram) must be defined separately under Organization, while benefits like member pricing can be referenced at the product level.
– Shipping discounts and extended return windows as loyalty perks are not supported in structured data for enhanced search display.
– Merchants should audit and adjust their markup to comply with the clarified rules for eligibility in Google Search features.
Google has refined its structured data guidelines for return policies and loyalty programs, providing merchants with clearer implementation instructions to enhance search visibility. The updates focus on eliminating ambiguity while ensuring compatibility with Google’s search features, helping businesses present accurate information to potential customers.
Significant adjustments now clarify how return policy data should be structured. Previously, merchants could define return policies at both the product and organizational levels, often leading to inconsistencies. The revised documentation specifies that comprehensive return policies must use the MerchantReturnPolicy type under Organization markup, ensuring uniform application across an entire product catalog. Product-level return policies, defined under Offer, should only highlight exceptions and support fewer attributes. Google explicitly states that product-level policies accommodate only a limited subset of properties compared to merchant-level policies.
For loyalty programs, Google now requires MemberProgram structured data to be defined separately under Organization markup, either on a dedicated page or within Merchant Center. While loyalty benefits like member pricing or reward points can still be referenced at the product level via UnitPriceSpecification, the program’s core structure must remain distinct. The documentation emphasizes that loyalty benefits should be added separately under Offer markup to maintain clarity.
Certain loyalty perks, such as shipping discounts or extended return windows, no longer qualify for structured data enhancements. Though merchants can still offer these incentives, they won’t appear as featured benefits in search results, a notable consideration for brands that heavily promote such advantages.
These updates don’t introduce new functionalities but rather streamline existing rules to prevent misinterpretation. Businesses previously using product-level markup for return policies or embedding loyalty programs directly within offers may need to adjust their structured data implementation.
To stay compliant, merchants should:
- Review existing markup to confirm return policies and loyalty programs are structured correctly.
- Limit product-level return policies to exceptions only.
- Separate loyalty program details from benefits, using MemberProgram for the program structure and validForMemberTier for specific perks.
Following these refined guidelines helps maintain eligibility for enhanced search features, ensuring businesses maximize their visibility in Google Search and Shopping results.
Featured Image: Roman Samborskyi/Shutterstock
(Source: Search Engine Land)
