There is a new, advanced schema markup for products known as “GS1 SmartSearch”, which aims to boost the visibility of listings in the SERPs.
Schema Product Markup can be utilised on e-commerce sites to serve product data in a structured format that is Google friendly and has the potential to produce a rich result, such as product rich snippets and rich cards for your product pages.
There is now a more advanced way to introduce Schema Product markup, which gives your product pages the benefits above as well as helping them to gain additional visibility. Labelled “GS1 SmartSearch”, this new and advanced structured data type uses customer-facing attributes that are related to beverages, food, healthcare, clothing and footwear.
What is GS1 SmartSearch?
GS1 Smartsearch gives you the ability to highlight additional elements than traditional Schema Product markup, such as Global Trade Item Number (GTIN), which can improve how users discover your products.
Schema.org announced in 2016 that GS1 Web vocabulary is now an external extension of their format.
“GS1’s SmartSearch initiative has been working with the schema.org community (at W3C and Github), creating a Web-based structured data vocabulary that extends schema.org to support richer product data description. Unlike our hosted extensions (e.g. bib.schema.org, auto.schema.org) that are reviewed, versioned and published as part of schema.org itself, external extensions to schema.org such as GS1’s are fully independent and have their own workflows, review processes and infrastructure.”
The benefits, as stated by GS1 themselves, are as follows:
- Better search results for consumers to find the products and information they need
- Greater visibility of their products in online searches
- Improved, accurate online product information
- Shared product information via consumer-facing mobile devices and websites, which ultimately drive sales
Example of GS1 SmartSearch Schema product markup
Tesco have adopted and implemented the GS1 SmartSearch markup in their grocery products
This is how the JSON-LD code appears for the above page, which validates perfectly in the Google Structured Data Tool:
How to Implement GS1 SmartSearch Markup
GS1 supplies a full guide of how to implement the markup and outlines various product and other Schema markup.
The recommended format is JSON-LD and must be included in the body section of the page, much like regular Schema Product Markup. It also must exist in an area where it is visible to users.
Here is a small section of the GS1 SmartSearch Product guildines:
We highly recommend you test this markup on a select few products before you roll it out across your website. Once implemented, test it thoroughly with the Google Structured Data Tool also.