Google Adds Markup Support For Loyalty / Membership Programs

Posted on June 11, 2025

TL;DR Summary of Google’s New Loyalty Program Markup Support

Google now supports loyalty and membership program markup within Organization structured data combined with Product structured data. This update allows businesses without a Merchant Center account to showcase special pricing and loyalty benefits in search results. Those with a Merchant Center account are still encouraged to define loyalty programs there. Markup validation is available through Google’s rich results testing tool to ensure correctness.

Optimixed’s Overview: Enhancing Search Visibility with Google’s Loyalty Program Markup

New Structured Data Support for Loyalty Programs

Google has expanded its structured data capabilities by allowing businesses to define loyalty programs directly within their Organization structured data, paired with loyalty benefits in Product structured data. This is especially beneficial for businesses that do not use Google Merchant Center but still want to highlight special pricing and membership perks in search results.

Merchant Center vs. Structured Data

  • If you have a Merchant Center account, Google recommends continuing to define loyalty programs there for easier management.
  • Businesses without Merchant Center can now implement loyalty program markup via structured data, granting better visibility for their offers.

Validation and Implementation

Google provides a rich results testing tool that allows you to verify your loyalty program markup to ensure it is correctly implemented and eligible for enhanced search features. This helps improve the accuracy and appearance of your search snippets related to loyalty benefits.

Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read original article.