Google Updates on Best Practices for Dynamically-Generated Product Markup

Google has recently updated its product markup documentation, sharing two important tips for ecommerce websites that want to improve their search visibility. These best practices focus on making structured data work better with Google’s shopping results, especially if you're using JavaScript to generate that data.

Include Product Markup in the Initial HTML

Google’s first recommendation is simple but important: put your Product markup directly in the initial HTML of your web pages. This way, search engines like Google can easily find and understand your product data without relying on JavaScript to load.

When your markup is embedded in the HTML from the start, it’s more reliable, which means Google is more likely to show the right information in search results.

Why Does This Matter?

If your Product markup is included in the HTML, it allows search engines to quickly access your product details. This can help with faster and more accurate indexing, giving your product pages a better shot at appearing in search results. For ecommerce sites, this translates to more accurate listings, better visibility, and potentially higher click-through rates that can drive more sales.

Ensure Your Server Can Handle Traffic for JavaScript-Generated Markup

Google's second tip focuses on server performance. If you’re using JavaScript to generate Product markup, make sure your server can handle the extra traffic from Google’s crawlers. While Google supports JavaScript-generated markup, it can be less consistent if your server can’t keep up with the demand.

This is particularly important for details that change quickly, like product availability or pricing. If your server struggles, Google might not crawl and index the changes fast enough, leading to out-of-date listings.

Why Does This Matter?

Using JavaScript to generate markup is fine, but it requires your server to be prepared for higher loads from search engines. If your site can’t handle it, you might run into problems like slower indexing or missing out on shopping results. And during high-traffic periods, like holiday sales, the stakes are even higher.

How to Implement These Best Practices

If you're sticking with JavaScript-generated Product markup, ensure that your server is optimized for the increased traffic. This might involve scaling up your server resources or using caching strategies to manage the load more effectively.

On the other hand, if possible, include Product markup in the initial HTML. It’s a more direct and reliable way to make sure your data is indexed properly, which can help your products stand out in search results.

Conclusion

By following these two best practices from Google, you’ll help ensure that your ecommerce site is set up for success in search results. Including Product markup in the initial HTML gives your product data the best chance of being indexed accurately, while preparing your server for traffic surges ensures that dynamically-generated content doesn't slow things down. In the end, these small changes can lead to better visibility, higher click-through rates, and ultimately, more sales.

References

This article is based on the latest updates from Google Search Central on Product markup and Structured Data. You can read the full documentation here

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