Product variant structured data support

What changed

Google introduced markup allowing a single page to describe multiple variants of a product with their own prices, availability and identifiers, using ProductGroup and variesBy properties. It addressed a long-standing mismatch between how ecommerce sites structure variant pages and how Google indexed them. Correct implementation affects eligibility for product rich results and merchant listings. Only the month of announcement is documented here.

Timing

Rollout began 1 February 2024. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.

What it affected