In today’s competitive e-commerce landscape, detailed and transparent communication with shoppers has become critical. Google’s recent updates to its structured data guidelines, focusing on returns and loyalty programs, represent a significant shift toward greater accuracy and user trust in search results. By adopting these new guidelines, retailers and brands can enhance their visibility, increase click-through rates, and foster consumer confidence through rich results in Google Search.
For businesses and marketers seeking expert support, Bud, a premier SEO Agency in Bangalore, breaks down the latest Google structured data updates, explains how to implement them correctly, and illustrates the SEO benefits and common pitfalls to avoid. This comprehensive guide explores everything from policy markup changes to loyalty program schema and technical best practices, helping brands unlock the full power of Google’s enhanced search capabilities.
Google uses structured data, an organized way to label content on web pages, to provide richer search results, such as product details, reviews, or special announcements. Structured data helps Google’s algorithms understand and display useful information visibly within the Search Engine Results Pages (SERPs). In 2025, Google enhanced this system by updating its treatment of structured data for return policies and loyalty programs.
The returnPolicyCountry property is now required within the MerchantReturnPolicy schema to indicate where return policies apply, using standardized ISO country codes. This ensures regional clarity for consumers.
Google introduced the ability to describe membership programs in more detail within the Organization schema, including tiered benefits, membership requirements, and reward points.
To streamline search results and reduce confusion, Google has removed support for several older structured data types no longer widely used.
These updates enhance transparency and user experience, reflecting growing consumer demands for clear information on return options and loyalty perks before purchase.
Structured data for returns and loyalty programs focuses on offering users precise and accessible information about these essential aspects of e-commerce directly in search results.
Return policies are a crucial purchasing consideration. Shoppers want to know how much time they have to return an item, whether returns are free or paid, and whether returns vary by location. Google seeks to simplify this by using structured data that clearly outlines:
This data enables Google to display more helpful and trustworthy shopping snippets, which encourages confident buying decisions.
Loyalty programs are powerful for building customer lifetime value. Google’s new structured data guidelines allow brands to elaborate on these programs in search results by including:
By showcasing loyalty programs upfront, brands attract users with clearer incentives to engage and reward loyalty, improving retention and growth opportunities.
Google structured data returns have more stringent requirements to ensure accuracy:
returnPolicyCountry is now mandatory, helping specify where the policy applies geographically.Example of updated MerchantReturnPolicy schema:
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Noise Cancelling Headphones",
"hasMerchantReturnPolicy": {
"@type": "MerchantReturnPolicy",
"applicableCountry": "IN",
"returnPolicyCountry": "IN",
"merchantReturnDays": 30,
"returnMethod": "https://schema.org/ReturnByMail",
"returnFees": "https://schema.org/FreeReturn"
}
}
This example informs buyers that they can return products within 30 days via mail, for free, specifically in India. Google uses this information to display return policy details in product-rich results, boosting buyer confidence.
Return policy transparency reduces purchase friction. Showing clear return options in search results enables users to make informed choices without second-guessing. This transparency has been shown to increase conversion rates and decrease return-related dissatisfaction.
Google extends e-commerce structured data with a new focus on loyalty programs via the Organization schema. Businesses can now:
Example schema for a loyalty program:
{
"@context": "https://schema.org/",
"@type": "Organization",
"name": "Fashion Hub",
"loyaltyProgram": {
"@type": "MemberProgram",
"name": "Fashion Hub Rewards",
"description": "Earn points and discounts with every purchase. Free shipping for Gold members.",
"hasTiers": [
{
"@type": "MemberProgramTier",
"name": "Gold",
"hasTierBenefit": [
{
"@type": "TierBenefitLoyaltyPoints",
"description": "Earn 1.5 points per ₹100 spent."
},
{
"@type": "TierBenefitFreeShipping",
"description": "Free express shipping on all orders."
}
]
}
]
}
}
By marking up this program, Google can offer a richer experience in search snippets, potentially driving member sign-ups and loyalty engagement.
The new loyalty program structured data enhances brand attractiveness by revealing real, tangible rewards that encourage users to join or shop more often. It helps brands stand out in competitive markets and supports user decision-making directly on the Search Engine Results Pages (SERPs).
Identify all your return policies and the geographic areas they apply to.
Use the MerchantReturnPolicy schema embedded within your product pages or dedicated return policy pages.
Ensure proper JSON-LD formatting and include:
ReturnByMail or ReturnInStore.Use the Organization schema on your brand or loyalty program pages.
Add the new loyaltyProgram property describing your program.
Include details about membership tiers using hasTiers.
Specify each tier’s benefits with properties like hasTierBenefit, detailing points accrued or special perks.
Use Google’s Rich Results Test to verify eligibility for enhanced search features.
Regularly update schema to reflect changes in return policies or loyalty tiers.
Ensure markup content matches visible policies on your website.
Visibility of returns and loyalty details in search snippets leads to greater user engagement.
Clear return policies and attractive loyalty programs build shopper confidence, reducing cart abandonment.
Enhanced structured data increases your chances of qualifying for Google Shopping features and rich snippets.
Early adoption signals a commitment to user-friendly shopping experiences, sharpening your brand’s edge in SERPs.
Missing required fields like returnPolicyCountry can disqualify your structured data from enhanced display.
The information in your structured data must match what users see on your website. Google may penalize discrepancies.
Only genuine, verifiable loyalty programs should be marked up—false claims can harm your SEO and brand reputation.
Google’s schema requirements evolve; ignoring updates can leave your data outdated and less effective.
Periodically check your markup with Google’s tools.
Reflect all regional policies using returnPolicyCountry.
Ensure your structured data content aligns perfectly with what visitors see on your site.
For loyalty programs, clearly communicate all benefits and membership requirements.
Collaboration with a knowledgeable SEO agency ensures ongoing compliance and enhanced organic performance.
Bud is a leading SEO Agency in Bangalore specializing in structured data, technical SEO, and digital strategy implementation. We support businesses by:
With Bud’s expertise, your brand will confidently navigate Google’s structured data updates while increasing traffic and conversions.
Are Google structured data returns required for all e-commerce websites?
While not technically mandatory, using Google structured data returns is essential to qualify for rich product snippets and Shopping feature placements, which greatly influence user trust and sales.
Can any loyalty program use structured data for loyalty programs?
Only loyalty programs with verifiable, tangible benefits and clear eligibility should use this schema. Misuse risks manual actions or penalties.
Does structured data improve search rankings?
Structured data does not directly improve rankings but positively impacts click-through rate and user experience, which indirectly benefits SEO metrics.
How often should I update my structured data?
Structured data should be updated whenever there is a change in return policies, loyalty tiers, or benefits. Regular audits are recommended to maintain compliance.
How do I test if my structured data is correctly implemented?
Use Google’s Rich Results Test and Schema Markup Validator tools. Monitor your Google Search Console for coverage and enhancement reports.
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