Google Tests Rich Results for Product Variants

Google is shaking up the eCommerce landscape once again, this time with a test aimed at showcasing product variants directly in search results. 

This feature, spotted by SEO expert Brodie Clark, allows users to view multiple options, such as different colors or styles of a product, within a single snippet on the search engine results page (SERP).

Here’s what’s happening, why it matters, and how it fits into Google’s evolving approach to eCommerce.

Google’s Rich Results Test: What’s New?

Clark, in a recent post, noted that Google has been working actively on improving how product variants are represented on product detail pages (PDPs) for eCommerce websites.

Latest in SEO: Google has now started to unveil plans for how product variants can be displayed as rich results.

I’m now seeing a new product variants rich result snippet for product pages that offer multiple variants of a product on the page, such as for different colours.… pic.twitter.com/gMCcOR5ysy

— Brodie Clark (@brodieseo) November 15, 2024

This latest feature builds on Google’s ProductGroup Schema capabilities, and it’s designed to surface variants that are often hidden within the website’s structure or overlooked in standard web search results.

Interestingly, this isn’t just about structured data. According to Clark, many pages showing this new rich result rely on a blend of structured data and product feeds submitted via Google Merchant Center Next.

How It Looks:

• The feature is particularly striking on mobile, where the rich result extends visually from the main image thumbnail, offering a dynamic and user-friendly shopping experience.
• The images, combined with the variant details, act as an extension of Google’s broader focus on integrating shopping features across search surfaces.

Here are the examples given by Clark on his blog:

Impact on Shoppers and Businesses

This update makes life easier for online shoppers. Instead of navigating through multiple pages to find a product in their preferred color or style, users can see all options at a glance. It’s a small but meaningful improvement, particularly for mobile users who crave convenience and efficiency.

Businesses that already optimize for structured data and maintain clean product feeds stand to benefit significantly. The ability to showcase all variants in search results can:

• Boost visibility for all product options.
• Increase click-through rates by showing a complete range upfront.
• Improve customer satisfaction by reducing the steps needed to make an informed choice.

However, brands that lag in schema implementation or product feed optimization might find themselves missing out on this opportunity.

Practical Steps for Businesses

If you’re in the eCommerce space, here’s how to prepare:

Review Your Structured Data: Make sure your PDPs include accurate and complete schema markup, especially for product groups.

Polish Your Merchant Center Feed: Regularly update product feeds, ensuring all variants are represented with accurate information.

Test Your Pages: Use tools to preview how your pages might appear in search results with these new features.

Prioritize Mobile Optimization: Ensure your PDPs are mobile-friendly, as this feature shines on mobile search.

Monitor the Rollout: Stay informed about how Google evolves this feature and adapt your strategies accordingly.

Key Takeaways

• Google’s new test highlights product variants directly in search results, improving visibility and user experience.
• This feature leverages a mix of structured data (ProductGroup Schema) and product feeds from Merchant Center Next.
• It offers a richer shopping experience, particularly for mobile users, with variant details visually extended in the SERPs.