Product Variants Markup: The Decisions That Matter
Structured data that groups product variants, such as sizes and colors, under a single product group, showing how the variants relate to each other.
Samir Haddad
What is at stake
Stores often have many variant URLs, and variant markup helps Google understand which products belong together instead of treating each as unrelated.
The playbook
- Use ProductGroup where variants share a parent product
- Give each variant a stable URL or parameter
- Include price and availability per variant
- Keep GTINs and SKUs per variant
- Validate markup on pages with many variants
Where it goes wrong
Avoid:
- Treating every variant as an unrelated product
- One offer covering variants with different prices
- Variant URLs that cannot be crawled
- Markup that lists variants not shown on the page
The numbers behind it
| Measure | Figure |
|---|---|
| Type | ProductGroup containing Product variants |
| Key properties | hasVariant, variesBy and productGroupID |
| variesBy values | such as size, color, material and pattern |
| Each variant | should have its own offer and identifiers where it has them |
Getting outside help
When to hand it over: Bring in help when a catalog has many variants per product, or when merchant listing reports show variant errors.
Where this comes from
- Google Search Central — Product variant structured data
- Schema.org — ProductGroup
The figures and practices above come from the sources listed.
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Where to go next
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