Product

您可向商品页面添加标记,以便 Google 能够在 Google 搜索(包括 Google 图片)中以富媒体搜索结果的形式提供详细的商品信息。用户可以直接在搜索结果中查看价格、库存状况和评价评分。

使用标记能让商品展示为富媒体搜索结果,这样当用户在 Google 搜索中寻找要购买的商品或搜索包含您出售的商品的图片时,您就有机会吸引潜在买家。您应该保持商品信息的准确性和时效性,方便客户找到和他们需求相关的最新商品。

本页面介绍了如何标记商品信息,使 Google 搜索能够显示富媒体搜索结果。Product 标记还可让您的商品在 Google 图片中显示时带有徽章,从而鼓励更多用户点击您的内容。

Google 搜索中的商品富媒体搜索结果和 Google 图片商品搜索结果

您通常会对两种类型的页面使用此标记:

  • 单个商品页面 - 描述了单个商品
  • 购物信息汇总网站页面 - 列出了单个商品,并提供销售该商品的不同卖家的信息

根据您对内容的标记方式,您的商品可能还符合以下增强功能的使用条件:

商品增强功能

配送详情:帮助用户了解运费和预计送货期限,这些信息是系统根据用户的位置和贵公司的配送政策提供的。配送详情可以显示在特定商品结果的“概览”和“商店”标签页中。此增强功能仅在美国以英语提供,并且只能在移动设备上使用。

若想获得使用此增强功能的资格,请添加 OfferShippingDetails 结构化数据。如需有关如何指明免运费、多种服务和您不配送的区域的更多示例,请查看配送详情最佳实践

搜索结果中的配送详情

降价:方便用户了解商品的最低价格。 Google 会根据商品的历史平均价格自动计算降价价格。降价呈现效果仅在美国以英语提供,同时支持桌面设备和移动设备。

若要符合降价呈现效果的显示条件,请在 Product 结构化数据中添加 Offerprice 必须是具体价格,不能是一个范围(例如,不能是 50.99 美元到 99.99 美元)。

搜索结果中的降价呈现效果

如何添加结构化数据

结构化数据是一种提供网页相关信息并对网页内容进行分类的标准化格式。如果您不熟悉结构化数据,可以详细了解结构化数据的运作方式

下面概述了如何构建、测试和发布结构化数据。如需获得向网页添加结构化数据的分步指南,请查看结构化数据 Codelab

  1. 添加必要属性。根据您使用的格式,了解在网页上的什么位置插入结构化数据
  2. 遵循指南
  3. 使用富媒体搜索结果测试验证您的代码。
  4. 部署一些包含结构化数据的网页,然后使用网址检查工具测试 Google 看到的网页样貌。请确保您的网页可供 Google 访问,不会因 robots.txt 文件、noindex 标记或登录要求而被屏蔽。如果网页看起来没有问题,您可以请求 Google 重新抓取您的网址
  5. 为了让 Google 随时了解日后发生的更改,我们建议您提交站点地图Search Console Sitemap API 可以帮助您自动执行此操作。

试一试

单个商品页面

下面是一个单个商品页面示例。

JSON-LD


 <html>
  <head>
    <title>Executive Anvil</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org/",
      "@type": "Product",
      "name": "Executive Anvil",
      "image": [
        "https://example.com/photos/1x1/photo.jpg",
        "https://example.com/photos/4x3/photo.jpg",
        "https://example.com/photos/16x9/photo.jpg"
       ],
      "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.",
      "sku": "0446310786",
      "mpn": "925872",
      "brand": {
        "@type": "Brand",
        "name": "ACME"
      },
      "review": {
        "@type": "Review",
        "reviewRating": {
          "@type": "Rating",
          "ratingValue": "4",
          "bestRating": "5"
        },
        "author": {
          "@type": "Person",
          "name": "Fred Benson"
        }
      },
      "aggregateRating": {
        "@type": "AggregateRating",
        "ratingValue": "4.4",
        "reviewCount": "89"
      },
      "offers": {
        "@type": "Offer",
        "url": "https://example.com/anvil",
        "priceCurrency": "USD",
        "price": "119.99",
        "priceValidUntil": "2020-11-20",
        "itemCondition": "https://schema.org/UsedCondition",
        "availability": "https://schema.org/InStock"
      }
    }
    </script>
  </head>
  <body>
  </body>
</html>

RDFa


 <html>
  <head>
    <title>Executive Anvil</title>
  </head>
  <body>
    <div typeof="schema:Product">
        <div rel="schema:review">
          <div typeof="schema:Review">
            <div rel="schema:reviewRating">
              <div typeof="schema:Rating">
                <div property="schema:ratingValue" content="4"></div>
                <div property="schema:bestRating" content="5"></div>
              </div>
            </div>
            <div rel="schema:author">
              <div typeof="schema:Person">
                <div property="schema:name" content="Fred Benson"></div>
              </div>
            </div>
          </div>
        </div>
        <div rel="schema:image" resource="https://example.com/photos/4x3/photo.jpg"></div>
        <div property="schema:mpn" content="925872"></div>
        <div property="schema:name" content="Executive Anvil"></div>
        <div property="schema:description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height."></div>
        <div rel="schema:image" resource="https://example.com/photos/1x1/photo.jpg"></div>
        <div rel="schema:brand">
          <div typeof="schema:Brand">
            <div property="schema:name" content="ACME"></div>
          </div>
        </div>
        <div rel="schema:aggregateRating">
          <div typeof="schema:AggregateRating">
            <div property="schema:reviewCount" content="89"></div>
            <div property="schema:ratingValue" content="4.4"></div>
          </div>
        </div>
        <div rel="schema:offers">
          <div typeof="schema:Offer">
            <div property="schema:price" content="119.99"></div>
            <div property="schema:availability" content="https://schema.org/InStock"></div>
            <div property="schema:priceCurrency" content="USD"></div>
            <div property="schema:priceValidUntil" datatype="xsd:date" content="2020-11-20"></div>
            <div rel="schema:url" resource="https://example.com/anvil"></div>
            <div property="schema:itemCondition" content="https://schema.org/UsedCondition"></div>
          </div>
        </div>
        <div rel="schema:image" resource="https://example.com/photos/16x9/photo.jpg"></div>
        <div property="schema:sku" content="0446310786"></div>
      </div>
  </body>
</html>

微数据


 <html>
  <head>
    <title>Executive Anvil</title>
  </head>
  <body>
  <div>
    <div itemtype="https://schema.org/Product" itemscope>
      <meta itemprop="mpn" content="925872" />
      <meta itemprop="name" content="Executive Anvil" />
      <link itemprop="image" href="https://example.com/photos/16x9/photo.jpg" />
      <link itemprop="image" href="https://example.com/photos/4x3/photo.jpg" />
      <link itemprop="image" href="https://example.com/photos/1x1/photo.jpg" />
      <meta itemprop="description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height." />
      <div itemprop="offers" itemtype="https://schema.org/Offer" itemscope>
        <link itemprop="url" href="https://example.com/anvil" />
        <meta itemprop="availability" content="https://schema.org/InStock" />
        <meta itemprop="priceCurrency" content="USD" />
        <meta itemprop="itemCondition" content="https://schema.org/UsedCondition" />
        <meta itemprop="price" content="119.99" />
        <meta itemprop="priceValidUntil" content="2020-11-20" />
      </div>
      <div itemprop="aggregateRating" itemtype="https://schema.org/AggregateRating" itemscope>
        <meta itemprop="reviewCount" content="89" />
        <meta itemprop="ratingValue" content="4.4" />
      </div>
      <div itemprop="review" itemtype="https://schema.org/Review" itemscope>
        <div itemprop="author" itemtype="https://schema.org/Person" itemscope>
          <meta itemprop="name" content="Fred Benson" />
        </div>
        <div itemprop="reviewRating" itemtype="https://schema.org/Rating" itemscope>
          <meta itemprop="ratingValue" content="4" />
          <meta itemprop="bestRating" content="5" />
        </div>
      </div>
      <meta itemprop="sku" content="0446310786" />
      <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope>
        <meta itemprop="name" content="ACME" />
      </div>
    </div>
  </div>
  </body>
</html>

包含配送详情的单个商品

下面是一个包含配送详情的单个商品页面示例。在此示例中,居住地的邮政编码介于 98100 和 98199 之间的所有用户运费将为 $3.49。如需更多示例,请查看配送详情最佳实践

JSON-LD


 <html>
  <head>
    <title>Nice trinket</title>
    <script type="application/ld+json">
    {
      "@context": "https://schema.org/",
      "@type": "Product",
      "sku": "trinket-12345",
      "gtin14": "12345678901234",
      "image": [
        "https://example.com/photos/16x9/trinket.jpg",
        "https://example.com/photos/4x3/trinket.jpg",
        "https://example.com/photos/1x1/trinket.jpg"
      ],
      "name": "Nice trinket",
      "description": "Trinket with clean lines",
      "brand": {
        "@type": "Brand",
        "name": "MyBrand"
      },
      "offers": {
        "@type": "Offer",
        "url": "http://www.example.com/trinket_offer",
        "itemCondition": "https://schema.org/NewCondition",
        "availability": "https://schema.org/InStock",
        "price": "39.99",
        "priceCurrency": "USD",
        "priceValidUntil": "2020-11-20",
        "shippingDetails": {
          "@type": "OfferShippingDetails",
          "shippingRate": {
            "@type": "MonetaryAmount",
            "value": "3.49",
            "currency": "USD"
          },
          "shippingDestination": {
            "@type": "DefinedRegion",
            "addressCountry": "US",
            "postalCodeRange": {
              "postalCodeBegin": "98100",
              "postalCodeEnd": "98199"
            }
          },
          "deliveryTime": {
            "@type": "ShippingDeliveryTime",
            "handlingTime": {
              "@type": "QuantitativeValue",
              "minValue": "0",
              "maxValue": "1"
            },
            "transitTime": {
              "@type": "QuantitativeValue",
              "minValue": "1",
              "maxValue": "5"
            },
            "cutOffTime": "19:30-08:00",
            "businessDays": {
              "@type": "OpeningHoursSpecification",
              "dayOfWeek": [ "https://schema.org/Monday", "https://schema.org/Tuesday", "https://schema.org/Wednesday", "https://schema.org/Thursday" ]
            }
          }
        }
      },
      "review": {
        "@type": "Review",
          "reviewRating": {
            "@type": "Rating",
            "ratingValue": "4",
            "bestRating": "5"
          },
          "author": {
            "@type": "Person",
            "name": "Fred Benson"
          }
        },
        "aggregateRating": {
          "@type": "AggregateRating",
          "ratingValue": "4.4",
          "reviewCount": "89"
        }
      }
    </script>
  </head>
  <body>
  </body>
</html>

RDFa


 <html>
  <head>
    <title>Nice trinket</title>
  </head>
  <body>
    <div typeof="schema:Product">
      <div property="schema:sku" content="trinket-12345"></div>
      <div property="schema:gtin14" content="12345678901234"></div>
      <div property="schema:name" content="Nice trinket"></div>
      <div rel="schema:image" resource="https://example.com/photos/16x9/trinket.jpg"></div>
      <div rel="schema:image" resource="https://example.com/photos/4x3/trinket.jpg"></div>
      <div rel="schema:image" resource="https://example.com/photos/1x1/trinket.jpg"></div>
      <div property="schema:description" content="Trinket with clean lines"></div>
      <div rel="schema:brand">
        <div typeof="schema:Brand">
          <div property="schema:name" content="MyBrand"></div>
        </div>
      </div>
      <div rel="schema:offers">
        <div typeof="schema:Offer">
          <div rel="schema:url" resource="https://example.com/trinket_offer"></div>
          <div property="schema:itemCondition" content="https://schema.org/NewCondition"></div>
          <div property="schema:availability" content="https://schema.org/InStock"></div>
          <div property="schema:price" content="39.99"></div>
          <div property="schema:priceCurrency" content="USD"></div>
          <div property="schema:priceValidUntil" datatype="xsd:date" content="2020-11-20"></div>
          <div rel="schema:shippingDetails">
            <div typeof="schema:OfferShippingDetails">
              <div rel="schema:shippingRate">
                <div typeof="schema:MonetaryAmount">
                  <div property="schema:value" content="3.49"></div>
                  <div property="schema:currency" content="USD"></div>
                </div>
              </div>
              <div rel="schema:shippingDestination">
                <div typeof="schema:DefinedRegion">
                  <div property="schema:addressCountry" content="US"></div>
                  <div rel="schema:postalCodeRange">
                    <div typeof="schema:PostalCodeRangeSpecification">
                      <div property="schema:postalCodeBegin" content="98100"></div>
                      <div property="schema:postalCodeEnd" content="98199"></div>
                    </div>
                  </div>
                </div>
              </div>
              <div rel="schema:deliveryTime">
                <div typeof="schema:ShippingDeliveryTime">
                  <div rel="schema:handlingTime">
                    <div typeof="schema:QuantitativeValue">
                      <div property="schema:minValue" content="0"></div>
                      <div property="schema:maxValue" content="1"></div>
                    </div>
                  </div>
                  <div rel="schema:transitTime">
                    <div typeof="schema:QuantitativeValue">
                      <div property="schema:minValue" content="1"></div>
                      <div property="schema:maxValue" content="5"></div>
                    </div>
                  </div>
                  <div property="schema:cutOffTime" content="19:30-08:00"></div>
                  <div rel="schema:businessDays">
                    <div typeof="schema:OpeningHoursSpecification">
                      <div property="schema:dayOfWeek" content="https://schema.org/Monday"></div>
                      <div property="schema:dayOfWeek" content="https://schema.org/Tuesday"></div>
                      <div property="schema:dayOfWeek" content="https://schema.org/Wednesday"></div>
                      <div property="schema:dayOfWeek" content="https://schema.org/Thursday"></div>
                    </div>
                  </div>
                </div>
              </div>
            </div>
          </div>
        </div>
      </div>
      <div rel="schema:review">
        <div typeof="schema:Review">
          <div rel="schema:reviewRating">
            <div typeof="schema:Rating">
              <div property="schema:ratingValue" content="4"></div>
              <div property="schema:bestRating" content="5"></div>
            </div>
          </div>
          <div rel="schema:author">
            <div typeof="schema:Person">
              <div property="schema:name" content="Fred Benson"></div>
            </div>
          </div>
        </div>
      </div>
      <div rel="schema:aggregateRating">
        <div typeof="schema:AggregateRating">
          <div property="schema:reviewCount" content="89"></div>
          <div property="schema:ratingValue" content="4.4"></div>
        </div>
      </div>
    </div>
  </body>
</html>

微数据


 <html>
  <head>
    <title>Nice trinket</title>
  </head>
  <body>
  <div>
    <div itemtype="https://schema.org/Product" itemscope>
      <meta itemprop="sku" content="trinket-12345" />
      <meta itemprop="gtin14" content="12345678901234" />
      <meta itemprop="name" content="Nice trinket" />
      <link itemprop="image" href="https://example.com/photos/16x9/trinket.jpg" />
      <link itemprop="image" href="https://example.com/photos/4x3/trinket.jpg" />
      <link itemprop="image" href="https://example.com/photos/1x1/trinket.jpg" />
      <meta itemprop="description" content="Trinket with clean lines" />
      <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope>
        <meta itemprop="name" content="MyBrand" />
      </div>
      <div itemprop="offers" itemtype="https://schema.org/Offer" itemscope>
        <link itemprop="url" href="http://www.example.com/trinket_offer" />
        <meta itemprop="itemCondition" content="https://schema.org/NewCondition" />
        <meta itemprop="availability" content="https://schema.org/InStock" />
        <meta itemprop="price" content="39.99" />
        <meta itemprop="priceCurrency" content="USD" />
        <meta itemprop="priceValidUntil" content="2020-11-20" />
        <div itemprop="shippingDetails" itemtype="https://schema.org/OfferShippingDetails" itemscope>
          <div itemprop="shippingRate" itemtype="https://schema.org/MonetaryAmount" itemscope>
            <meta itemprop="value" content="3.49" />
            <meta itemprop="currency" content="USD" />
          </div>
          <div itemprop="shippingDestination" itemtype="https://schema.org/DefinedRegion" itemscope>
            <meta itemprop="addressCountry" content="US" />
            <div itemprop="postalCodeRange" itemtype="https://schema.org/PostalCodeRangeSpecification" itemscope>
              <meta itemprop="postalCodeBegin" content="98100" />
              <meta itemprop="postalCodeEnd" content="98199" />
            </div>
          </div>
          <div itemprop="deliveryTime" itemtype="https://schema.org/ShippingDeliveryTime" itemscope>
            <div itemprop="handlingTime" itemtype="https://schema.org/QuantitativeValue" itemscope>
              <meta itemprop="minValue" content="0" />
              <meta itemprop="maxValue" content="1" />
            </div>
            <div itemprop="transitTime" itemtype="https://schema.org/QuantitativeValue" itemscope>
              <meta itemprop="minValue" content="1" />
              <meta itemprop="maxValue" content="5" />
            </div>
            <meta itemprop="cutOffTime" content="19:30-08:00" />
            <div itemprop="businessDays" itemtype="https://schema.org/OpeningHoursSpecification" itemscope>
              <meta itemprop="dayOfWeek" content="https://schema.org/Monday" />
              <meta itemprop="dayOfWeek" content="https://schema.org/Tuesday" />
              <meta itemprop="dayOfWeek" content="https://schema.org/Wednesday" />
              <meta itemprop="dayOfWeek" content="https://schema.org/Thursday" />
            </div>
          </div>
        </div>
      </div>
      <div itemprop="review" itemtype="https://schema.org/Review" itemscope>
        <div itemprop="author" itemtype="https://schema.org/Person" itemscope>
          <meta itemprop="name" content="Fred Benson" />
        </div>
        <div itemprop="reviewRating" itemtype="https://schema.org/Rating" itemscope>
          <meta itemprop="ratingValue" content="4" />
          <meta itemprop="bestRating" content="5" />
        </div>
      </div>
      <div itemprop="aggregateRating" itemtype="https://schema.org/AggregateRating" itemscope>
        <meta itemprop="reviewCount" content="89" />
        <meta itemprop="ratingValue" content="4.4" />
      </div>
    </div>
  </div>
  </body>
</html>

购物信息汇总网站页面

下面是一个购物信息汇总网站页面示例。

JSON-LD


<html>
  <head>
    <title>Executive Anvil</title>
    <script type="application/ld+json">
      {
        "@context": "https://schema.org/",
        "@type": "Product",
        "name": "Executive Anvil",
        "image": [
          "https://example.com/photos/1x1/photo.jpg",
          "https://example.com/photos/4x3/photo.jpg",
          "https://example.com/photos/16x9/photo.jpg"
         ],
        "description": "Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height.",
        "sku": "0446310786",
        "mpn": "925872",
        "brand": {
          "@type": "Brand",
          "name": "ACME"
        },
        "review": {
          "@type": "Review",
          "reviewRating": {
            "@type": "Rating",
            "ratingValue": "4",
            "bestRating": "5"
          },
          "author": {
            "@type": "Person",
            "name": "Fred Benson"
          }
        },
        "aggregateRating": {
          "@type": "AggregateRating",
          "ratingValue": "4.4",
          "reviewCount": "89"
        },
        "offers": {
          "@type": "AggregateOffer",
          "offerCount": "5",
          "lowPrice": "119.99",
          "highPrice": "199.99",
          "priceCurrency": "USD"
        }
      }
    </script>
  </head>
  <body>
  </body>
</html>

RDFa


 <html>
  <head>
    <title>Executive Anvil</title>
  </head>
  <body>
    <div typeof="schema:Product">
      <div rel="schema:review">
        <div typeof="schema:Review">
          <div rel="schema:reviewRating">
            <div typeof="schema:Rating">
              <div property="schema:ratingValue" content="4"></div>
              <div property="schema:bestRating" content="5"></div>
            </div>
          </div>
          <div rel="schema:author">
            <div typeof="schema:Person">
              <div property="schema:name" content="Fred Benson"></div>
            </div>
          </div>
        </div>
      </div>
      <div rel="schema:aggregateRating">
        <div typeof="schema:AggregateRating">
          <div property="schema:reviewCount" content="89"></div>
          <div property="schema:ratingValue" content="4.4"></div>
        </div>
      </div>
      <div rel="schema:image" resource="https://example.com/photos/4x3/photo.jpg"></div>
      <div property="schema:mpn" content="925872"></div>
      <div property="schema:name" content="Executive Anvil"></div>
      <div property="schema:description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height."></div>
      <div rel="schema:image" resource="https://example.com/photos/1x1/photo.jpg">
      </div>
      <div rel="schema:brand">
        <div typeof="schema:Brand">
          <div property="schema:name" content="ACME"></div>
        </div>
      </div>
      <div rel="schema:offers">
        <div typeof="schema:AggregateOffer">
          <div property="schema:offerCount" content="5"></div>
          <div property="schema:lowPrice" content="119.99"></div>
          <div property="schema:highPrice" content="199.99"></div>
          <div property="schema:priceCurrency" content="USD"></div>
          <div rel="schema:url" resource="https://example.com/anvil"></div>
        </div>
      </div>
      <div rel="schema:image" resource="https://example.com/photos/16x9/photo.jpg"></div>
      <div property="schema:sku" content="0446310786"></div>
    </div>
  </body>
</html>

微数据


 <html>
  <head>
    <title>Executive Anvil</title>
  </head>
  <body>
  <div>
    <div itemtype="https://schema.org/Product" itemscope>
      <meta itemprop="mpn" content="925872" />
      <meta itemprop="name" content="Executive Anvil" />
      <link itemprop="image" href="https://example.com/photos/16x9/photo.jpg" />
      <link itemprop="image" href="https://example.com/photos/4x3/photo.jpg" />
      <link itemprop="image" href="https://example.com/photos/1x1/photo.jpg" />
      <meta itemprop="description" content="Sleeker than ACME's Classic Anvil, the Executive Anvil is perfect for the business traveler looking for something to drop from a height." />
      <div itemprop="offers" itemtype="https://schema.org/AggregateOffer" itemscope>
        <meta itemprop="lowPrice" content="119.99" />
        <meta itemprop="highPrice" content="199.99" />
        <meta itemprop="offerCount" content="6" />
        <meta itemprop="priceCurrency" content="USD" />
      </div>
      <div itemprop="aggregateRating" itemtype="https://schema.org/AggregateRating" itemscope>
        <meta itemprop="reviewCount" content="89" />
        <meta itemprop="ratingValue" content="4.4" />
      </div>
      <div itemprop="review" itemtype="https://schema.org/Review" itemscope>
        <div itemprop="author" itemtype="https://schema.org/Person" itemscope>
          <meta itemprop="name" content="Fred Benson" />
        </div>
        <div itemprop="reviewRating" itemtype="https://schema.org/Rating" itemscope>
          <meta itemprop="ratingValue" content="4" />
          <meta itemprop="bestRating" content="5" />
        </div>
      </div>
      <meta itemprop="sku" content="0446310786" />
      <div itemprop="brand" itemtype="https://schema.org/Brand" itemscope>
        <meta itemprop="name" content="ACME" />
      </div>
    </div>
  </div>
  </body>
</html>

指南

商品富媒体搜索结果可为用户提供具体商品的信息,如价格、库存状况和评价者评分。以下指南适用于 Product 标记:

  • 请对具体商品(而非商品类别或商品列表)使用标记。 例如,“我们店里的鞋子”就不是具体商品。目前,商品富媒体搜索结果仅支持关于单件商品的网页。我们建议您重点向商品页面(而不是商品列表页面或商品类别页面)添加标记。
  • 不支持与成人相关的商品
  • 如果您要为商品添加评价,则评价者的名称必须是指代 PersonTeam 的有效名称。

    不建议使用的名称:黑色星期五半价优惠

    建议使用的名称:“James Smith”或“CNET 评价员”

如需在 Google 图片中添加商品信息,您必须添加额外属性:

  • 在富媒体图片查看器中显示您的商品信息:添加 nameimagepricepriceCurrency 属性。
  • 在“相关商品”功能中显示您的商品信息:添加 nameimagepricepriceCurrencyavailability 属性。

配送详情最佳实践

指明免运费

如果您为特定商品提供免运费服务,请在商品页面上针对这些商品的所有配送区域将 shippingRate 设为零。例如,如果您面向纽约州提供免运费服务,则可以对配送到纽约州的商品实现以下代码:

"shippingDetails": {
  "@type": "OfferShippingDetails",
  "shippingRate": {
    "@type": "MonetaryAmount",
    "value": "0",
    "currency": "USD"
  },
  "shippingDestination": [{
    "@type": "DefinedRegion",
    "addressCountry": "US",
    "addressRegion": ["NY"]
  }]
}

指明不配送的区域

如需设置商品不配送的区域,请添加 doesNotShip 属性。此属性会取代其他配送设置。例如,如果您的商品可以发往美国,但不发往阿拉斯加州或夏威夷州,则可以为不往这些州发货的商品实现以下代码:

"shippingDetails": {
  "@type": "OfferShippingDetails",
  "doesNotShip": true,
  "shippingDestination": {
    "@type": "DefinedRegion",
    "addressCountry": "US",
    "addressRegion": ["AK", "HI"]
  }
}

为同一送货区域指明多种配送服务

有时,商家可能会向用户提供多种将商品配送到目的地的选项(例如,“隔夜特快”、“加急 2 日”和“标准”)。您可以使用多个 shippingDetails 属性指明每个选项,每个属性都具有不同的 shippingRatedeliveryTime 属性组合。

如果同一个送货目的地有多个 shippingRate 属性,Google 会根据费用最低的配送方式显示数据。

结构化数据类型定义

若要使您的内容能够显示为富媒体搜索结果,您必须为其添加必要属性。还有一些建议添加的属性,能帮助您添加更多与您的内容相关的信息,进而提供更好的用户体验。

Product

如需了解 Product 的完整定义,请访问 schema.org/Product。针对商品信息标记内容时,请使用 schema.org Product 类型的以下属性:

必要属性
name

Text

商品名称。

reviewaggregateRatingoffers

您必须添加以下属性之一:

建议属性
aggregateRating

AggregateRating

商品的嵌套 aggregateRating。请遵循评价摘要指南,并查看必要和建议添加的 AggregateRating 属性列表。

brand

BrandOrganization

商品的品牌。

description

Text

商品说明。

image

重复的 ImageObjectURL

商品照片的网址。首选能够清晰展示商品的图片(例如背景为白色的图片)。

其他的图片指南:

  • 每个网页必须包含至少 1 张图片(无论您是否添加了标记)。Google 将根据宽高比和分辨率挑选最合适的图片显示在搜索结果中。
  • 图片网址必须可抓取且可编入索引。如需检查 Google 能否访问您的网址,请使用网址检查工具
  • 图片必须代表标记的内容。
  • 图片必须采用受 Google 图片支持的文件格式。
  • 为了获得最佳效果,请按以下宽高比提供多张高分辨率图片(宽度乘以高度至少为 50K 像素):16x9、4x3 和 1x1。

例如:

"image": [
  "https://example.com/photos/1x1/photo.jpg",
  "https://example.com/photos/4x3/photo.jpg",
  "https://example.com/photos/16x9/photo.jpg"
]
offers

OfferAggregateOffer

用于销售商品的嵌套 OfferAggregateOffer。请根据您的内容为 OfferAggregateOffer 添加必要属性和建议属性。

若要符合降价呈现效果的显示条件,请添加 Offer,而不是 AggregateOffer

review

Review

商品的嵌套 Review。请遵循评价摘要指南,并查看必要和建议添加的评价属性列表。

gtin | gtin8 | gtin13 | gtin14 | mpn | isbn

Text

请添加所有适用的全局标识符;如需了解这些标识符,请访问 schema.org/Product

sku

Text

商品的商家专属标识符。

Offer

如需了解 Offer 的完整定义,请访问 schema.org/Offer。在商品中标记优惠时,请使用 schema.org Offer 类型的以下属性:

必要属性
price

Number

商品的优惠价格。请遵循 schema.org 使用指南

下面是一个 price 属性示例:


"offers": {
  "@type": "Offer",
  "price": "39.99"
}

下面的示例说明了如何指定商品是免费商品:


"offers": {
  "@type": "Offer",
  "price": "0"
}
建议属性
availability

ItemAvailability

可能的商品库存状况选项。请使用以下某个值,并在标记中用网址链接来表示。即使没有完整的网址范围,Google 也能理解它们的简称,例如 InStockOutOfStock

  • https://schema.org/BackOrder
  • https://schema.org/Discontinued
  • https://schema.org/InStock
  • https://schema.org/InStoreOnly
  • https://schema.org/LimitedAvailability
  • https://schema.org/OnlineOnly
  • https://schema.org/OutOfStock
  • https://schema.org/PreOrder
  • https://schema.org/PreSale
  • https://schema.org/SoldOut
itemOffered

Thing

正在销售的商品。通常,这包括嵌套的商品,但也可以包含其他商品种类或文本。

priceCurrency

Text

用于描述商品价格的货币,采用由三个字母表示的 ISO 4217 格式。

priceValidUntil

Date

价格的失效日期(采用 ISO 8601 日期格式)。如果 priceValidUntil 属性是一个过去的日期,商品摘要可能就不会显示。

shippingDetails

OfferShippingDetails

Offer 关联的配送政策和选项的嵌套信息。如果您决定添加 shippingDetails,请添加必要和建议的 OfferShippingDetails 属性

url

URL

Offer 所在商品网页的网址。

OfferShippingDetails

OfferShippingDetails 可帮助用户了解运费和预计送货期限,这些信息是系统根据用户的位置和贵公司的配送政策提供的。为了使您的商品符合配送详情增强功能的使用条件,除了 Product 结构化数据之外,还应向您的商品页面添加以下 OfferShippingDetails 属性。虽然 OfferShippingDetails 不是必要的,但如果您希望您的配送详情符合配送详情增强功能的使用条件,则必须添加以下属性。

如需了解 OfferShippingDetails 的完整定义,请访问 schema.org/OfferShippingDetails

必要属性
shippingDestination

DefinedRegion

表示配送目的地。指定 shippingDestination.addressCountry。如果适用,请指定 shippingDestination.addressRegion 或邮政编码信息

shippingDestination.addressCountry

Text

2 个字符的国家/地区代码,采用 ISO 3166-1 格式。

建议属性
deliveryTime

ShippingDeliveryTime

从收到订单到商品送达最终客户处的总延迟。嵌套以下属性:

deliveryTime.businessDays

OpeningHoursSpecification

处理订单的日子。请使用 deliveryTime.businessDays.dayOfWeek 属性来指定具体是哪几天。

deliveryTime.businessDays.dayOfWeek

DayOfWeek

处理订单时的星期名称。对于在非工作日收到的订单,处理流程将于下一个工作日开始。两者之间的非工作日会添加到订单处理时间中。

使用以下枚举:

deliveryTime.cutOffTime

Time

在同一天中不再处理新订单的截止时间,采用 ISO 8601 格式。订单处理时间会增加一天。

deliveryTime.handlingTime

QuantitativeValue

从收到订单到商品出库或准备好自提(如果配送方式是自提点取货)通常所需的延迟。指定 deliveryTime.handlingTime.minValuedeliveryTime.handlingTime.maxValue 属性。

deliveryTime.handlingTime.minValue

Number

商品运输过程(从收到订单到商品出库;如果配送方式是自提点取货,则为从收到订单到准备好自提)的最短天数。

该值必须是非负整数。

deliveryTime.handlingTime.maxValue

Number

商品运输过程(从收到订单到商品出库;如果配送方式是自提点取货,则为从收到订单到准备好自提)的最长天数。

该值必须是非负整数。

deliveryTime.transitTime

QuantitativeValue

从订单发货到商品送达最终客户通常所需的延迟。

deliveryTime.transitTime.maxValue

Number

商品运输过程(从发货到最终客户收到商品)的最长天数。

该值必须是非负整数。

deliveryTime.transitTime.minValue

Number

商品运输过程(从发货到最终客户收到商品)的最短天数。

该值必须是非负整数。

doesNotShip

Boolean

表示无法配送到特定 shippingDestination。如需指定商品无法配送到 shippingDestination,请将此属性设为 True。如果您将此值设为 True,那么只有 shippingDestination 属性是必要的。

shippingDestination.addressRegion 或邮政编码

区域或邮政编码信息(若适用)。请勿同时提供区域和邮政编码信息。

如果您添加 shippingDestination.addressRegion,那么区域必须是 2 或 3 个字符的 ISO 3166-2 细分代码(不含国家/地区前缀)。目前,Google 搜索仅支持美国。例如:“NY”、“NSW”或“03”。

如果您添加邮政编码,它必须是以下属性之一:

shippingDestination.postalCode

Text

邮政编码。例如 94043。

shippingDestination.postalCodePrefix

Text

已定义的一系列邮政编码(以通用文字前缀表示)。请为非数字系统(例如英国)使用此属性。

shippingDestination.postalCodeRange

PostalCodeRangeSpecification

已定义的一系列邮政编码。

shippingRate

MonetaryAmount

配送到指定目的地的运费信息。指定 shippingRate.currencyshippingRate.value 属性。

您只能为每个 OfferShippingDetails 属性指定一个 shippingRate。如需为商品指明多个费率,请指定多个 OfferShippingDetail 属性。

shippingRate.currency

Text

运费的币种,以 3 个字母的 ISO 4217 格式表示。该币种必须与 offer.priceCurrency 属性中指定的币种相同。

shippingRate.value

Number

配送到 shippingDestination 的运费。请勿添加货币符号、千位分隔符或空格。

如需指定免运费,请将该值设置为 0。

以下属性正处于 Beta 版阶段(不是必要的),目前不会在商品富媒体搜索结果中显示为配送详情。但是,提供这些信息有助于 Google 了解某个商品与您网站上的其他相关配送网页之间的关系。Google 可能会使用这些信息制作其他富媒体搜索结果。

Beta 版:建议属性
shippingSettingsLink

URL

指向您网站上某个网页的网址,其中概述了贵公司的配送政策。该网页必须包含适用于此商品的一项或多项政策。

通过 Google 配置配送设置的其他方法

零售商的配送政策可能很复杂,并且可能会经常变化。如果您在使用标记指明配送详情和及时更新配送详情时遇到问题,建议您在 Google Merchant Center 中配置配送设置

AggregateOffer

如需了解 AggregateOffer 的完整定义,请访问 schema.org/AggregateOfferAggregateOffer 是一种 Offer,代表其他优惠的汇总。在商品中标记优惠汇总时,请使用 schema.org AggregateOffer 类型的以下属性:

必要属性
lowPrice

Number

所有有效优惠中的最低价格。请使用浮点数表示。

priceCurrency

Text

用于描述商品价格的货币,采用由三个字母表示的 ISO 4217 格式。

建议属性
highPrice

Number

所有有效优惠中的最高价格。请使用浮点数表示。

offerCount

Number

商品的优惠数量。

Monitor rich results with Search Console

Search Console is a tool that helps you monitor how your pages perform in Google Search. You don't have to sign up for Search Console to be included in Google Search results, but it can help you understand and improve how Google sees your site. We recommend checking Search Console in the following cases:

  1. After deploying structured data for the first time
  2. After releasing new templates or updating your code
  3. Analyzing traffic periodically

After deploying structured data for the first time

After Google has indexed your pages, look for issues using the relevant Rich result status report. Ideally, there will be an increase of valid pages, and no increase in errors or warnings. If you find issues in your structured data:

  1. Fix the errors.
  2. Inspect a live URL to check if the issue persists.
  3. Request validation using the status report.

After releasing new templates or updating your code

When you make significant changes to your website, monitor for increases in structured data errors and warnings.
  • If you see an increase in errors, perhaps you rolled out a new template that doesn't work, or your site interacts with the existing template in a new and bad way.
  • If you see a decrease in valid items (not matched by an increase in errors), perhaps you are no longer embedding structured data in your pages. Use the URL Inspection tool to learn what is causing the issue.

Analyzing traffic periodically

Analyze your Google Search traffic using the Performance Report. The data will show you how often your page appears as a rich result in Search, how often users click on it and what is the average position you appear on search results. You can also automatically pull these results with the Search Console API.

问题排查

如果您在实施或调试结构化数据时遇到问题,请查看下面列出的一些实用资源。