Intro to GS1 SmartSearch Schema Markup

By Hana Omori

What is Schema.org?

As explained by Moz, schema.org is a “semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your pages in SERPs.”

Related: What is a SERP

It was created by Google, Bing, Facebook, and Yahoo to help search engines enhance their results pages with what are called “rich snippets.”  This may be something like a star rating on a product, a menu for a restaurant, event information, and more.

Example:

Here is a breakdown of the schema types which can be used to create a rich snippet:

Structured Data Markup can be validated with the Structured Data Testing Tool and monitored in Google Search Console.

Related: What is Structured Data?

Schema.org Product Markup

Traditional product markup for schema uses JSON-LD and includes the following variables:

  • General Information
    • Product Name
    • Product Image
    • Product Description
    • Logo
    • Brand
    • Model
    • MPN (Manufacturer Part Number)
    • SKU (Stock Keeping Unit)
    • Product ID (ISBN)
  • Value Information
    • Price (or Price Range)
    • Currency (USD, GBP, EUR)
  • Product Attributes
    • Condition (New, Used)
    • Availability (In Stock, Out of Stock, Pre Order)
    • Release Date
    • Color
    • Dimensions (Width x Height x Depth)
  • Seller Information
    • Seller Name
  • Ratings & Reviews
    • Aggregate Rating
    • Rating  Value
    • Rating Count
    • Review Body
    • Review Rating (Star Rating)

For example, this electric skateboard has a star rating appearing in search results:

Here is the product page, as you can see it shows pricing information, star ratings with the number of reviews, material information, etc.

Further down the page, we find the reviews:

Here is an example of the schema markup for the page:

<script type=”application/ld+json”>

{

 “@context”: “https://schema.org”,

  “@id”: “https:\/\/www.haloboard.com\/products\/haloboard”,

  “@type”: “Product”,

  “brand”: {

    “@type”: “Brand”,

    “name”: “Halo Board”

     },

  “sku”: “hlbd3”,

  “description”: “\n  Free Shipping: Orders by 7pm (EST) ship out same day\n  Based in the USA\n\n\n\nSpecial Features\nSpecs\n\n\n\n\n  Deck Material: 100% Japanese T700 Carbon Fiber\n Motor: 3000 Watt Dual Motor Design \n  Speed: Up to 22 mph\n Range: Up to 12 Miles\n Hill Grade: Up to 25%\n Weight: 14 lbs\n  Charger: UL Certified Charger Included\n Warranty: 6 Months Guaranteed\n\n\n Deck Length: 36 in \/ 91 cm\n  Wheels: 83 mm Halo Street Wheels – 78a\n Wheelbase: 27 in \/ 68.5 cm\n Trucks: Aluminum 9.25 inch width\n Remote: Ergonomic Bluetooth Halo Remote\n  Weight Limit: 286 lbs\n Charge Time: 3 hours\n Safe Battery: 7Ah Certified FireSafe LG Lithium Ion Battery\n For Ages: 10 and up\n\n\n Special Features\n\n  Deck Material: 100% Japanese T700 Carbon Fiber\n Motor: 3000 Watt Dual Motor Design \n Speed: Up to 22 mph\n Range: Up to 12 Miles\n Hill Grade: Up to 25%\n Weight: 14 lbs\n  Charger: UL Certified Charger Included\n Warranty: 6 Months Guaranteed\n\nSpecs\n\n Deck Length: 36 in \/ 91 cm\n Wheels: 83 mm Halo Street Wheels – 78a\n Wheelbase: 27 in \/ 68.5 cm\n  Trucks: Aluminum 9.25 inch width\n Remote: Ergonomic Bluetooth Halo Remote\n Weight Limit: 286 lbs\n Charge Time: 3 hours\n Safe Battery: 7Ah Certified FireSafe LG Lithium Ion Battery\n For Ages: 10 and up\n\n”,

“url”: “https:\/\/www.haloboard.com\/products\/haloboard”,

“name”: “Halo Board 2 – Carbon Fiber Electric Skateboard”,”image”: “https://cdn.shopify.com/s/files/1/1142/0746/products/01-halo-board-electric-skateboard-2017-side-4_grande.jpg?v=1527751279″,”offers”: {

  “@type”: “Offer”,

  “priceCurrency”: “USD”,

  “price”: “947.00”,

  “itemCondition”: “https://schema.org/NewCondition”,

  “availability”: “http://schema.org/PreOrder”,

  “url”: “https:\/\/www.haloboard.com\/products\/haloboard”,

  “sku”: null,

  “seller”: {

“@type”: “Organization”,

“name”: “Halo Board”},

  “aggregateRating”: {

“@type”: “AggregateRating”,

“ratingValue”: 4.8,

“ratingCount”: 222

}

  }

}

</script>

 

This results in the following validation:

What is GS1 Smart Search

GS1 SmartSearch expands the ways in which webmasters can markup products by using the Global Trade Item Number (GTIN) to identify more robust product information. It was announced in 2016 that the advanced markup will now be applicable the same way as traditional schema.org.

The following video from GS1 Global explains further:

GS1’s website also explains:

“GS1’s SmartSearch initiative has been working with the schema.org community (at W3C and Github), creating a Web-based structured data vocabulary that extends schema.org to support richer product data description. Unlike our hosted extensions (e.g. bib.schema.org, auto.schema.org) that are reviewed, versioned and published as part of schema.org itself, external extensions to schema.org such as GS1’s are fully independent and have their own workflows, review processes and infrastructure.”

This is supposed to ensure that those using their format will benefit in the following ways:

  • Better search results for consumers to find the products and information they need.
  • Greater visibility of their products in online searches.
  • Improved, accurate online product information.
  • Shared product information via consumer-facing mobile devices and websites, which ultimately drive sales.

Related: 6 Mobile SEO Tools to Help You Optimize Your Site

GS1 markup is very similar to the example shown above for the electric skateboards. However, in contrast to traditional product schema, GS1 uses more robust variables such as GTIN, more specific product attributes (i.e. ingredients, materials, allergens, instructions, etc.).

The following list breaks down some common information included in the markup. Note that the product attributes list does not include all possibilities, just a few that are often associated with specific product types.

  • General Information
    • Product Name
    • Product Image URL
    • GTIN13
    • SKU
    • Product Description
  • Value Information
    • Price Currency
    • Price
  • Product Attributes
    • Consumable Products (Foods, Drinks, Tobacco Products)
      • Ingredients
      • Source Animal
      • Preparation Information
      • Nutrition
    • Wearable Products (Clothing, Shoes)
      • Waterproof
      • Seasonal Use
      • Size (Specific to Product)
      • Target Consumer Information
    • General Products
      • Size
      • Weight
      • Product Awards

Here is an example of this code markup for a wearable product:

<script type=”application/ld+json”>[

{

“@context”:”http://schema.org”,

“@type”:”Corporation”,

“url”:”https://www.website.com/”,

“contactPoint”:

[

{

“@type”:”ContactPoint”,

“telephone”:”+1 800 867 5309″,

“areaServed”:”US”,

“contactType”:”customer service”,

“availableLanguage”:”English”,

“contactOption”:”TollFree”

}

]

},

{

“@context”:”http://schema.org”,

“@type”:”WebSite”,

“url”:”https://www.website.com/”,

“name”:”Business Name”

},

{

“@context”:”http://schema.org/”,

“name”:”Product Name Wearable Clothing”,

“@type”:”Product”,”image”:

[

“https://www.website.com/product.jpg”

],

“gtin13″:”18008675309”,

“sku”:”18008675309″,

“description”:”Product description.”,

“offers”:

{

“@type”:”Offer”,

“priceCurrency”:”USD”,

“price”:10,

“itemCondition”:”http://schema.org/NewCondition”,

“availability”:”http://schema.org/InStock”,

“seller”:

{

“@context”:”http://schema.org”,

“@type”:”Corporation”,

“url”:”https://www.website.com/”,

“contactPoint”:

[

{

“@type”:”ContactPoint”,

“telephone”:”+1 800 867 5309″,

“areaServed”:”US”,

“contactType”:”customer service”,

“availableLanguage”:”English”,

“contactOption”:”TollFree”

}

]

}

},

“brand”:

{

“@type”:”Corporation”,

“name”:”NAME”

}

},

{

“@context”:

{

“gs1″:”http://gs1.org/voc/”,

“schema”:”http://schema.org/”,

“xsd”:”http://www.w3.org/2001/XMLSchema#”,

“@vocab”:”http://gs1.org/voc/”,

“Product”:”gs1:Product”,

“gtin”:

{

“@id”:”gs1:gtin”,

“@type”:”xsd:string”

},

“productName”:

{

“@id”:”gs1:productName”,

“@language”:”en”

},

“priceCurrency”:

{

“@id”:”gs1:priceCurrency”,

“@type”:”xsd:string”

},

“productDescription”:

{

“@id”:”gs1:productDescription”,

“@language”:”en”

},

“productMarketingMessage”:

{

“@id”:”gs1:productMarketingMessage”,

“@language”:”en”

},

“marketingMessage”:

{

“@id”:”gs1:marketingMessage”,

“@language”:”en”

},

“preparationConsumptionPrecautions”:

{

“@id”:”gs1:preparationConsumptionPrecautions”,

“@language”:”en”

},

“warningCopyDescription”:

{

“@id”:”gs1:warningCopyDescription”,

“@language”:”en”

},

“ingredientStatement”:

{

“@id”:”gs1:ingredientStatement”,

“@language”:”en”

},

“preparationInstructions”:

{

“@id”:”gs1:preparationInstructions”,

“@language”:”en”

},

“countryOfOriginStatement”:

{

“@id”:”gs1:countryOfOriginStatement”,

“@language”:”en”

},

“consumerStorageInstructions”:

{

“@id”:”gs1:consumerStorageInstructions”,

“@language”:”en”

},

“consumerUsageInstructions”:

{

“@id”:”gs1:consumerUsageInstructions”,

“@language”:”en”

}

},

“@type”:”gs1:product”,

“gs1:gtin”:”#########”,

“gs1:productID”:”##########”,

“productName”:”Product Name”,

“gs1:image”:”https://www.website.com/product.jpg”,

“productDescription”:”Product description.”,

“priceSpecification”:

{

“@type”:”gs1:PriceSpecification”,

“price”:10,

“priceCurrency”:”USD”

},

“gs1:netContent”:”1″,

“marketingMessage”:”Marketing message. “

} ]

}

]</script>

Here is the validation within the Structured Data Testing Tool:

Please review our example code markup for ecommerce sites. A full guide for all formatted information can be found here.

Once you complete creating the code, you should be able to validate it within the structured data testing tool the same as any other schema.org markup.

Learn More Here