Product detail page
The page for an individual product, carrying its description, images, price, availability, reviews and Product structured data.
EcommerceVariantsSKU consolidation
Product variant handling
Deciding whether product variations such as colour or size get their own indexable URLs or are consolidated onto one canonical product page.
In full
Google's guidance is to give each variant a distinct URL only when people search for it distinctly — colour often qualifies, size rarely does — and otherwise to canonicalise variants to a single page. Product structured data supports variant relationships through `ProductGroup` and `hasVariant`, letting a site describe the family and its members explicitly. Getting this wrong produces either massive duplication or the loss of genuinely searched variants.
Example
A furniture retailer indexes one URL per fabric colour but keeps sizes on a single page with a selector.
Related terms
Canonicalization
The process by which a search engine groups duplicate or near-duplicate URLs into a cluster and picks one representative URL to index and…
Faceted navigation
Filter and sort controls on listing pages that can generate a combinatorial explosion of crawlable URLs from a small product set.
Duplicate content
Substantively identical or near-identical content available at more than one URL, within a site or across sites.
Merchant listing experiences
Google result types for pages where a product can be bought directly, requiring Product markup with offer details such as price, currency…