Google Updates Structured Data: Introducing a Return Policy at the Organizational Level

First, let's break down what structured data is. This is the main way webmasters can "explain" the content of their web pages to search engines - they embed this data into the code of their web pages. Google has just updated its structured data guidelines to reflect support for an organization-wide return policy. This eliminates the need to add redundant return policy information for each product listing and can lead to more traffic and sales for online merchants.

"Now you can specify a general return policy for your business, instead of defining it for each individual product you sell."

It is important to note that this does not mean that traders need to change their current structured data, the old method remains the same. It simply adds an alternative way that is more optimized and reduces the size of the product's structured data. 🚀

• 📌 Changes to Google's organizational structured data will be reflected in the brand panel that Google shows when someone searches for a brand name. The updated brand panel will have a new entry reflecting the company's return policy.

As part of this change, Google is adding search features to Knowledge Panels and Brand Panels that can show a seller's return policy. This means that the seller's search function will be allowed to display a return policy, which in turn can lead to higher clicks from search engine results pages (SERPs) and higher conversions. 🚀

"Return policy is a major factor that buyers consider when purchasing products online..."

• 📌 Clearly, return policies can be a way to generate more online sales, and Google's new support for structured site-level return policy data helps convey this information to online shoppers directly from search.