Google Search Center launches new loyalty program structured data: a complete guide to improve e-commerce search visibility and user stickiness
1. New trends in Google search algorithms: the core value of loyalty structured data
In June 2025, Google Search Center announced the addition of loyalty program markup support in organization and product structured data. This update is designed to help e-commerce platforms and brands directly display member benefits (such as discounts, points, exclusive rights, etc.) through search results, thereby improving consumer purchase decision-making efficiency. According to official Google data, product search results with clear loyalty information have an average click-through rate of 27% higher than ordinary results, and this feature provides a new traffic entrance for merchants who are not connected to Merchant Center.
2. Core functions and applicable scenarios of loyalty structured data
1. Two-dimensional data architecture: linkage tagging of organization and product
– In organizational structured data, merchants can define brand-level loyalty programs, including program names (such as “Snow Mountain Membership Club”), participation methods, points rules, etc.;
– In product structured data, loyalty benefits of specific products can be associated (such as “Buy this crystal pendant to get 100 points”) to form a complete display chain of “brand plan + single product benefits”.
2. Differentiated paths between Merchant Center and independent tagging
– Merchants who have connected to Merchant Center are still recommended to manage loyalty programs through the platform to ensure seamless connection between data and Google Shopping Ads system;
– Merchants who do not use Merchant Center can directly tag through structured data to avoid missing loyalty marketing exposure opportunities due to platform restrictions.
3. Five-step guide to implementing loyalty structured data
Step 1: Determine the organizational loyalty program architecture
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Snowland Muse”,
“loyaltyProgram”: {
“@type”: “LoyaltyProgram”,
“name”: “Snowland Muse VIP Membership Program”,
“description”: “Enjoy new product priority purchase and point redemption privileges upon registration”,
“loyaltyTier”: [
{
“@type”: “LoyaltyTier”,
“tierName”: “Silver Card Member”,
“qualificationThreshold”: “Spend more than 500 yuan”,
“benefits”: “10% off shopping + 10% point return”
}
]
}
}
Step 2: Add loyalty benefit tags to products
In the structured data of a single product page, associate specific benefits through the loyaltyBenefit field:
{
“@context”: “https://schema.org”,
“@type”: “Product”,
“name”: “Snowland Crystal Pendant”,
“loyaltyBenefit”: {
“@type”: “LoyaltyBenefit”,
“name”: “Member Exclusive Points”,
“description”: “Members can get 2 times the points for purchases (1 times for ordinary users)”,
“pointsEarned”: “2 points for every 1 yuan spent”,
“validFrom”: “2025-06-15”,
“validThrough”: “2025-12-31”
}
}
Step 3: Use Rich Results Test to verify the validity of the tag
– Tool entry: Google Rich Results Test Tool
– Operation process: Enter the page URL or paste the code snippet → Click “Test URL” → View the verification results of the LoyaltyProgram and LoyaltyBenefit fields (if a green check appears, the tag is correct).
Step 4: Optimize the visual display of the page simultaneously
It is recommended to add a loyalty program icon (such as a snow mountain symbol + a points logo) in a prominent position on the product details page, and echo it with the structured data to enhance user trust.
Step 5: Monitor search results performance
Track the search impressions, click-through rates, and conversion paths of loyalty-tagged searches through the “Rich Results” report of Google Search Console, and continuously optimize the tagging strategy.
IV. SEO gains and user experience value of loyalty structured data
1. Double improvement in search ranking and exposure
Google’s algorithm uses “user decision relevance” as an important ranking factor. The display of loyalty information can reduce the bounce rate (experimental data shows an average reduction of 19%), indirectly increasing the page weight. In addition, rich media results occupy a larger visual area in mobile searches, and the click-through rate is more than 40% higher than that of text results.
2. Accurately reach high-value consumers
Search queries with keywords such as “membership exclusive” and “points redemption” can be accurately matched through structured data. For example, when users search for “crystal pendant member discount”, the product results with complete tags will be displayed first, forming a closed loop of “search intent-rights display-purchase conversion”.
3. Enhance brand trust and user stickiness
Transparent display of loyalty benefits (such as “enjoy 20% off the first order after registration”) can shorten the consumer decision-making cycle, and the clear presentation of points accumulation rules (such as “100 points = 10 yuan discount”) can effectively increase the repurchase rate. Test data of a jewelry brand shows that after the access to loyalty tags, the number of member registrations increased by 35% per week.
V. Common Problems and Pitfall Avoidance Guide
– Q: Can loyalty programs be defined in Merchant Center and structured data at the same time?
A: It is recommended to use Merchant Center first to avoid data conflicts; if it is not connected, structured data is the only option.
– Q: How long will it take for the tag to be displayed in the search results?
A: After the Google crawler re-crawls the page (usually 1-2 weeks), the qualified tags will be gradually displayed, and the status can be viewed in real time through the Rich Results Test.
– Q: How can small and medium-sized businesses implement it at a low cost?
A: You can use free structured data generation tools (such as Schema.org markup helper) or quickly add code through WordPress plugins (such as Yoast SEO).
VI. Industry Case: Practical Effect of Snow Mountain Muse Brand
After the Tibetan cultural jewelry brand “Snowland Muse” accessed the loyalty structured data, its “Snowland Crystal Pendant” product displayed the “Members enjoy 2 times points + Tibetan blessing gift box” benefits in the search results. The search exposure in the first month increased by 62%, the conversion rate increased by 29%, and the number of member registrations increased by 41% over the same period. The brand manager said: “Structured data allows us to deliver member value through natural search without additional advertising investment, which is especially important for niche brands.”
From traffic competition to value cultivation, the inevitable choice
The launch of Google’s loyalty structured data marks the upgrade of e-commerce search from “product display” to “value delivery”. Whether it is a large brand or a small and medium-sized merchant, by accurately marking member benefits, it can not only stand out in the search results, but also deepen user loyalty in a data-driven way. Connect now to seize the opportunity of the “search-membership-repurchase” ecological chain.