Google adds loyalty programs support to organization structured data

Some retailers and brands offer annual membership, where members get special loyalty and membership pricing. Those prices may not be displayed on the retailers website until you login with your member account. Google is now offering new structured data support under the organization schema to specify this special loyalty pricing within Google Search.

What Google said. Google wrote, “Member benefits, such as lower prices and earning loyalty points, are a major factor considered by shoppers when buying products online. Today we’re adding support for defining loyalty programs under Organization structured data combined with loyalty benefits under Product structured data.”

What this means. Currently, Google Merchant Center lets you specify this pricing, but if you don’t use Merchant Center, you can now use Organization structured data combined with loyalty benefits under Product structured data to communicate this pricing to Google Search.

Then Google will show your special membership/loyalty pricing within Google Search for those products.

“When you add loyalty structured data, your business becomes eligible to appear with loyalty benefits on your product search results,” Google added. “

What it looks like. Google shared this illustration of membership pricing showing up in Google Search results:

“Adding a loyalty program under your Organization structured data is especially important if you don’t have a Merchant Center account and want the ability to provide a loyalty program for your business. Merchant Center already lets you provide a loyalty program for your business, so if you have a Merchant Center account we recommend defining your loyalty program there instead,” Google added.

Testing tool. Google also updated its rich testing tool to support this markup. “After adding a loyalty program to your Organization structured data and loyalty benefits to your Product structured data you can test your markup using the Rich Results Test by submitting the URL of a page with loyalty markup or a code snippet. Using the tool, you can confirm whether or not your markup is valid. For example, here is a test for loyalty program markup,” Gogle wrote.

Here is a screenshot from Google:

Why we care. If you work for a company that does membership and loyalty pricing, this new supported markup might be something you want to look into adding.

Pricing on product results does help with click-through rates from Google Search and can also lead to getting your customer or employer more membership enrollments.