Have you seen products on Google that display ratings, prices, and images right in the search results? That’s the result of using Product and Review schema markups. As more shoppers look online to find what they need, it’s essential for businesses and SEO professionals to present products in a way that is user-friendly and search-engine friendly. Learning how to add Product and Rating schema markup helps close that gap. In this guide, you will see how to do this to improve your listings, increase visibility, and boost your chances of getting rich results.
What is Product Schema?
Product is a structured data type from Schema.org that provides search engines with detailed information about an item you sell or offer. Common fields include:
• Name
• Description
• Image
• SKU
• Brand
• Offer details (price and availability)
You can use this schema markup by itself; however, I recommend adding a Rating schema to enhance its value for your SEO efforts. The Rating schema includes a numeric rating score (for example, 4 out of 5), which can help improve your product’s visibility in search results and build credibility with buyers.
What is the Format for Product Schema?
Here’s a basic JSON-LD schema markup for a Product using Schema.org’s Product type without Rating.
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Product”,
“name”: “Noise-Canceling Wireless Headphones”,
“image”: [
“https://example.com/photos/headphones-front.jpg”,
“https://example.com/photos/headphones-side.jpg”
],
“description”: “Premium noise-canceling over-ear headphones with 40-hour battery life and Bluetooth 5.0 support.”,
“sku”: “NCWH-500”,
“mpn”: “1234567890”,
“brand”: {
“@type”: “Brand”,
“name”: “HeadphonesBrand”
},
“offers”: {
“@type”: “Offer”,
“url”: “https://example.com/product/noise-canceling-headphones”,
“priceCurrency”: “PHP”,
“price”: “19999.99”,
“priceValidUntil”: “2025-05-30”,
“availability”: “https://schema.org/InStock”,
“itemCondition”: “https://schema.org/NewCondition”,
“seller”: {
“@type”: “Organization”,
“name”: “HeadphoneStore”
}
}
}
</script>
What is a Review Schema?
While Aggregate Rating is often used for averages across multiple reviews, the Review schema is useful for representing a single product rating, such as an expert score or internal evaluation.
What is the Format for Product and Review Schema?
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Product”,
“name”: “Noise-Canceling Wireless Headphones”,
“image”: [
“https://example.com/photos/headphones-front.jpg”,
“https://example.com/photos/headphones-side.jpg”
],
“description”: “Premium noise-canceling over-ear headphones with 40-hour battery life and Bluetooth 5.0 support.”,
“sku”: “NCWH-500”,
“mpn”: “1234567890”,
“brand”: {
“@type”: “Brand”,
“name”: “HeadphonesBrand”
},
“offers”: {
“@type”: “Offer”,
“url”: “https://example.com/product/noise-canceling-headphones”,
“priceCurrency”: “PHP”,
“price”: “19999.99”,
“priceValidUntil”: “2025-05-30”,
“availability”: “https://schema.org/InStock”,
“itemCondition”: “https://schema.org/NewCondition”,
“seller”: {
“@type”: “Organization”,
“name”: “HeadphoneStore”
}
},
“review”: {
“@type”: “Review”,
“author”: {
“@type”: “Person”,
“name”: “Sean Si”
},
“datePublished”: “2025-05-30”,
“reviewBody”: “Great sound quality and reliable noise cancellation, perfect for travel and work.”,
“reviewRating”: {
“@type”: “Rating”,
“ratingValue”: “5”,
“bestRating”: “5”,
“worstRating”: “1”
}
}
}
</script>
Properties You Should Include in Your Product Schema
| Property | Description | Required? |
| @context | Always “https://schema.org” | Yes |
| @type | Always “Product” | Yes |
| name | Name of the product | Yes |
| image | URL to the product image | Yes |
| description | Short description of the product | Yes |
| sku | Stock keeping unit | No, but recommended |
| brand | Brand or manufacturer name | No, but recommended |
| offers | Pricing and availability | Yes (for rich results) |
| review | User or expert review | No, but recommended |
| reviewRating | Numeric score for the review (nested in review) | No, but recommended |
Tips for Proper Implementation
To make the most of your Product and Rating schema:
• Use high-quality, crawlable product images.
• Ensure that structured data matches what is displayed on the page.
• Make sure ratingValue uses a consistent scale, like 1 to 5 or 1 to 10, across your entire site.
• If possible, provide the reviewer’s name and the date of publication.
• Include at least one review with a rating if you are using the review property.
• Validate your JSON-LD using Google’s testing tools.
Optional Properties to Enhance Your Schema Markup
You might consider adding these optional fields for more detail and context:
• color, material, size — For products with variations.
• itemCondition — e.g., New, Used, Refurbished.
• gtin13, mpn, gtin14 — Unique product identifiers. GTIN stands for Global Trade Item Number barcodes, and MPN stands for Manufacturer Part Number.
• reviewBody — The review provided for the product, if available. It can be a short summary or a quote from the review.
• worstRating and bestRating — To clarify the rating scale.
Including these details helps Google and other search engines better index your product and offer richer previews.
Where to Place the Schema Markup
Your schema should be placed:
• On the same page where the product is displayed.
• Inside a <script type=”application/ld+json”> block.
• Preferably in the <head> section or before </body> tag.
Keep your structured data consistent with your on-page content to avoid errors and issues with eligibility.
Things to Check Before Adding Your Product + Review Schema
Before you go live, review these points:
• Ensure syntax is valid JSON-LD (you can use Google’s Rich Results Test or Schema’s Validator tool).
• Check that required fields (name, image, offers) are included.
• Confirm that ratingValue is within the defined bestRating and worstRating.
• Include the reviewer name and publish date when possible.
• Ensure the markup matches what is visible on the page.
• Verify that the page is accessible and not blocked by robots.txt.
• Test in Google’s Rich Results Test.
Key Takeaway
Whether you are listing one product or many, knowing how to add Product and Rating schema can greatly improve your product visibility, credibility, and click-through rates. Using both Product and Rating schema not only enhances your product pages’ appearance but also builds trust and engagement right in the search results. Use it to capture the attention of your increasingly online target audience.
