Google has recently updated its structured data requirements for e-commerce websites, making the “returnPolicyCountry” property mandatory within the MerchantReturnPolicy schema markup. This seemingly small change has important implications for online retailers and marketers.
What changed?
The MerchantReturnPolicy schema now requires the “returnPolicyCountry” property to explicitly state which country a return policy applies to. Previously, many websites only included the “applicableCountry” property, but now both are needed for complete compliance.
Why this matters
- Rich Results Display: Without proper structured data implementation, your products may not appear with enhanced features in Google search results.
- International Commerce Clarity: For businesses operating in multiple countries, this helps Google understand and display the correct return policy for users in different regions.
- Consumer Trust: Clear return policies directly impact purchase decisions. Having this information properly structured helps Google present it accurately to potential customers.
How to implement it correctly
Looking at the example code, here’s what you need to include:
"hasMerchantReturnPolicy": {
"@type": "MerchantReturnPolicy",
"applicableCountry": "CH",
"returnPolicyCountry": "CH",
"returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
"merchantReturnDays": 60,
"returnMethod": "https://schema.org/ReturnByMail",
"returnFees": "https://schema.org/FreeReturn"
}The key addition is the “returnPolicyCountry” property, which uses the ISO 3166-1 alpha-2 country code format (in this example, “CH” for Switzerland).
Action Steps for Marketers
- Audit Your Current Schema: Check if your product pages already include the returnPolicyCountry property.
- Update Your Templates: If you use a template system for product pages, update it to include this property.
- Test Your Implementation: Use Google’s Rich Results Test tool to verify your structured data is valid.
- Monitor Performance: After implementing changes, watch for any impact on rich results appearance and click-through rates.
This update reflects Google’s ongoing effort to improve the accuracy and usefulness of product information in search results. By staying on top of these requirements, you’ll ensure your products continue to benefit from enhanced visibility in search results.
