A product detail page (PDP) is the page of an online store that presents one product with its information and the option to buy. It is the target for product-related searches and for Google’s product listings.
What belongs on a product detail page?
Common elements are the product name, images, price, availability, description, variants, shipping and return information, reviews and a buy button. Akeneo adds navigation aids such as breadcrumbs and search.
For Google, Product markup makes these details machine-readable. Google distinguishes two uses. Product snippets suit pages where people cannot buy directly, such as review pages. Merchant listings suit pages with products people can purchase, and they allow more detail such as apparel sizes, shipping and return policy. For merchant listings the required properties are name, image and offers with price and priceCurrency. Recommended are brand, gtin, mpn, sku, shippingDetails and hasMerchantReturnPolicy.
SEO questions around the PDP
Variants such as colors and sizes can be modeled through path segments or parameters. Google’s e-commerce guidance recommends that each variant be identifiable by its own URL, using a path segment or a query parameter. When optional query parameters identify the variants, the URL without the parameter serves as the canonical URL, which helps Google understand how the variants relate. Internal links to product pages should be normal HTML links with consistent URLs across links, sitemaps and canonicals.
Example
<script type="application/ld+json">
{
"@type": "Product",
"name": "Trail running shoe Alpine",
"offers": {
"@type": "Offer",
"price": "129.90",
"priceCurrency": "EUR",
"availability": "https://schema.org/InStock"
}
}
</script>
Common mistakes
- Merchant listing markup on pages that cannot be bought from. Google says only pages where a shopper can purchase a product are eligible for merchant listings, not category or multi-product pages.
- Price missing or zero. Unlike product snippets, merchant listings require a price greater than zero and a currency.
- Variants without their own URL. Google recommends that each variant be identifiable by its own URL.
FAQ
What is a product detail page? The page for a single product in an online store, with description, price, images and a purchase option.
Sources
- Product structured data – Google Search Centraldevelopers.google.com
- Merchant listing structured data – Google Search Centraldevelopers.google.com
- Ecommerce SEO best practices – Google Search Centraldevelopers.google.com
- What is a Product Detail Page – Akeneo (secondary)akeneo.com
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