Expansion of e-commerce schema.org markup

The GoodRelations schema.org vocabulary for e-Commerce markup has been greatly expanded, allowing a range of more granular information to be included on product pages.

The GoodRelations schema.org vocabulary for e-Commerce markup has been greatly expanded, allowing a range of more granular information to be included on product pages. This can range from product types, brands, shipping options to payment methods and eligible shipping countries.

As this 'before and after' image from Search Engine Land illustrates, this expansion offers retailers the opportunity to develop their websites with much more detail about what they are selling.

Most e-commerce websites operate in highly competitive search niches; therefore, anything which can distinguish your website is likely to become much more valuable in the future. This markup has the potential to generate snippets in the serps, ensuring that your website stands out from the competition, increasing click through rates.

Many of the leading retailers across the pond, including Best Buy, which uses "GoodRelations as a fundamental part of their digital marketing strategy" and Sears have begun to utilise this markup on their websites.

Some further examples of how this code can be implemented can be seen on the schema.org website and on the GoodRelations Wiki.

Schema.org markup is supported by Google, Microsoft and Yahoo.