Google Expands Structured Data Support to Highlight Product Certifications

Google has announced a significant update to its structured data support, allowing businesses to include detailed product certifications in search results. This expansion aims to provide users with more comprehensive information about product quality, safety, and sustainability, making it easier to compare and make informed purchasing decisions directly from search.

The new structured data type lets companies showcase certifications like “Organic,” “Fair Trade,” “Energy Star,” or “Made in the USA” in rich search results, giving these products a competitive edge in visibility. The update is particularly beneficial for businesses focusing on eco-friendly, health-conscious, or ethically produced products, as it allows them to communicate their values and differentiate their offerings in an increasingly crowded marketplace.

“Consumers are becoming more aware and cautious about the products they buy. With this new feature, Google is helping shoppers easily identify products that align with their standards and values,” said a spokesperson from Google. “It’s a win-win for businesses and consumers, as companies can highlight their certifications, and shoppers can make better-informed decisions.”

Certification support in structured data is also expected to benefit industries dependent on third-party validations like food, electronics, and apparel. For instance, electronics brands can now display certifications like “Energy Star” or “RoHS Compliant,” which indicate energy efficiency and environmentally safe manufacturing processes. Meanwhile, clothing brands can feature “Fair Trade” or “Global Organic Textile Standard (GOTS)” certifications to appeal to ethically-minded consumers.

The update opens new avenues for marketers and SEO professionals to improve search visibility and engagement. By incorporating certification data into product pages, businesses can enhance their rich snippets in Google’s search results. These enhanced snippets attract more clicks and convey a sense of trustworthiness and authority—factors that are increasingly critical in influencing consumer behavior.

Early adopters have started integrating the new structured data type, and initial reports show promising results. According to an online retailer who implemented the update, adding certifications to their product listings resulted in a 15% increase in click-through rates and higher engagement on product pages. “This feature allowed us to highlight our product’s quality certifications right in the search results, and we’ve seen a noticeable uptick in traffic and conversions since we made the change,” the retailer shared.

Implementing this new capability is relatively straightforward for businesses looking to take advantage of it. Google has updated its Structured Data Markup Helper to include guidelines for product certifications. Users can add these certifications to their schema markup, specifying the certification type, certification body, and other relevant details.

Google also encourages companies to keep their certification data up-to-date and ensure accuracy, as misleading or false certifications can negatively impact search rankings and user trust. As part of the rollout, Google’s algorithm will cross-reference the structured data with other sources to verify the authenticity of the claims, ensuring that only genuine certifications are highlighted in search results.

The introduction of product certifications in structured data reflects Google’s ongoing commitment to improving the quality and relevance of search results. By offering more granular information, the search giant aims to serve better the growing demand for transparency and quality assurance in online shopping.

In the coming months, Google plans to expand this feature further, potentially including additional certification types and offering more detailed guidance for implementation. As this feature gains traction, businesses prioritizing product certifications can leverage it to build stronger connections with their audience, reinforce brand values, and drive more conversions.

With Google’s structured data support expanding to cover product certifications, the bar for e-commerce optimization has just increased. For companies committed to transparency and quality, this is an excellent opportunity to stand out and provide users with the information they need to make confident purchasing decisions.