Introduction
Google has recently announced a significant update to its product structured data support, introducing new ‘Certification’ markup that will soon replace the existing ‘EnergyConsumptionDetails’ type. This change is aimed at enhancing product listings for merchants, making product certifications more relevant and globally accessible.
Structured data is a standardised format for providing information about a page and classifying its content. In product listings, structured data helps Google understand and display important product details, such as pricing, availability, and now, certifications. This information is vital for e-commerce sites looking to stand out in search results and drive more traffic to their listings.
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Google’s New Certification Markup for Product Listings
Google’s latest update expands its support for structured data by introducing the Certification type, which allows e-commerce retailers to provide detailed certification information about their products. These certifications can include energy efficiency ratings, environmental impact certifications, safety compliance, and more.
Previously, Google had supported the EnergyConsumptionDetails type, which primarily focused on energy efficiency ratings for electronic products. However, the Certification type offers more flexibility and supports a wider variety of product certifications applicable across different countries and industries.
This change reflects Google’s goal of providing consumers with more comprehensive and globally relevant product information.
Transition from EnergyConsumptionDetails to Certification Type
One of the key aspects of this update is the replacement of the EnergyConsumptionDetails type with the Certification type. This change aims to ensure that retailers can communicate a wider array of certifications that extend beyond energy consumption, covering broader standards like sustainability, safety, and other certifications applicable to various products.
Retailers and websites that currently use EnergyConsumptionDetails in their product structured data must switch to the Certification type to avoid losing rich search results for their product listings. Google has recommended that businesses begin this transition early to ensure smooth implementation and optimization for merchant listings.
Benefits of Using Certification Markup
The move to Certification markup is expected to have several key benefits for businesses:
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Improved Visibility in Search Results:
Structured data helps Google show more detailed and informative product listings, which can lead to higher click-through rates (CTR).
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Global Relevance:
The new Certification type allows businesses to specify certifications that are relevant to different countries, ensuring that product listings resonate with consumers regardless of geographic location.
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Broader Scope:
The Certification markup is not limited to energy consumption ratings. It can encompass a wide range of certifications, such as CO2 emission standards for vehicles, safety certifications for toys, or environmental certifications for home appliances.
By offering this expanded capability, businesses can enhance the richness of their product listings, leading to better engagement from consumers who are increasingly mindful of certifications and standards when making purchasing decisions.
Implementation Guidelines for Certification Markup
To ensure that your website complies with Google’s new structured data requirements, it is essential to follow the guidelines provided in Google’s Search Central documentation. Here is a step-by-step guide:
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Review Your Current Structured Data:
If you’re currently using EnergyConsumptionDetails, you will need to replace it with the Certification type.
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Use JSON-LD Format:
The Certification markup should be implemented within the product’s structured data using JSON-LD format, which is the preferred method by Google.
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Add Certification Information:
You can include various types of certifications, such as energy efficiency labels, safety standards, or environmental certifications. For example, you could specify a CO2 emission class for a vehicle or an energy star rating for a household appliance.
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Test Your Implementation:
Once you’ve added the Certification markup, use Google’s Rich Results Test tool to check whether your structured data is implemented correctly and is eligible for rich search results.
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Monitor Performance:
After implementing the Certification markup, monitor your website’s search performance and look out for any changes in rich result appearances.
Impact on Consumers
For consumers, this update means greater access to detailed and standardised product certification information directly within search results. This could be particularly useful for buyers who prioritise factors like energy efficiency, environmental impact, or compliance with safety standards.
With more informative product listings, consumers can make more confident purchasing decisions without needing to click through multiple product pages. For businesses, this creates a valuable opportunity to highlight their product’s certifications upfront, increasing the likelihood of conversions.
Next Steps for SEO Professionals and Website Owners
If you are a website owner or an SEO professional or SEO Company managing product listings, it is important to act on this update before the April deadline. Here is a quick checklist of steps to take:
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Review Your Existing Structured Data:
Identify any instances of EnergyConsumptionDetails in your structured data and prepare to replace them with the Certification type.
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Plan for the Transition:
Ensure that your web development team is aware of the upcoming change and ready to implement the new Certification markup as outlined by Google.
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Test the New Markup:
Use tools like Google’s Rich Results Test to validate your structured data and ensure that your product pages are eligible for rich search results.
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Monitor Performance:
After the update, track your website’s search performance to ensure that the changes have positively impacted your visibility and product listing quality.
Conclusion
Google’s expansion of structured data support through the introduction of the Certification type is an important update for businesses operating in e-commerce. By transitioning to this new markup, businesses can provide consumers with more detailed product certification information, which could positively influence purchase decisions and improve click-through rates.
Acting on this update now will ensure that your product listings remain optimised for Google’s merchant experiences, leading to better visibility and engagement in search results. Be sure to review Google’s updated guidelines and implement the changes before the April deadline to stay ahead of the competition.