Definition
Schema.org Product markup is structured data — usually written as JSON-LD in the page's head — that tells search engines and AI systems machine-readable facts about a product, such as its name, brand, price, availability, GTIN, and reviews.
Key points
- It makes product facts explicit to machines, not buried in copy.
- JSON-LD is the recommended format; it sits in a script tag in the page.
- Core properties: name, image, description, brand, and an Offer (price, availability).
- Identifiers (gtin, sku, mpn) and ratings strengthen it further.
Why it matters for search and AI
Markup enables rich results in traditional search and gives AI answer engines clean, unambiguous facts to extract and cite. It doesn't replace good on-page data — it exposes it — so it works best on catalogs whose underlying attributes are already complete and consistent.
Common pitfalls
- Marking up data that contradicts what's visible on the page.
- Leaving out identifiers and offers that engines rely on.
- Not validating the markup before relying on it.
FAQ
Does schema.org Product markup help with AI search?
Yes. It states product facts explicitly, so crawlers and AI can extract and cite them without parsing prose, and it enables rich results while reducing ambiguity for answer engines.
What properties should Product markup include?
At minimum name, image, description, brand, and an Offer with price and availability. Adding gtin, sku, mpn, aggregateRating, and review strengthens it further.