TL;DR Summary of Google Enables Shipping & Returns Info Setup Without Merchant Center
Optimixed’s Overview: Streamlined Shipping and Returns Info Integration for Merchants on Google
Expanded Options for Policy Management in Google Search
Google has broadened the ways online merchants can provide critical shipping and returns details to Google Search. Previously, this required a Google Merchant Center account, but now merchants can configure this information directly within Google Search Console. This direct integration is especially beneficial for businesses without Merchant Center accounts, increasing accessibility and control.
Two Methods to Provide Shipping and Returns Information
- Search Console Configuration: Merchants identified as online retailers can enter their shipping and returns policies through a dedicated interface in Search Console. These settings override any structured data on the site, ensuring that the most accurate information is presented.
- Organization-Level Structured Data: Google supports new structured data markup specifically for site-wide shipping policies, complementing existing return policy markup. This approach reduces the need to mark up each product individually and is ideal for businesses with uniform shipping terms.
Implementation and Testing
Merchants are encouraged to place the structured data on the page describing their shipping policies, preferably nested under the Organization schema type or its subtypes like OnlineStore or LocalBusiness. Google provides the Rich Results Test tool to validate the markup and ensure it is correctly implemented.
Benefits and Rollout
This update enhances how merchants communicate crucial policies to Google, potentially improving search result accuracy and user trust. The shipping and returns configuration feature is rolling out gradually across all countries and languages, signaling Google’s commitment to supporting merchants worldwide with flexible, easy-to-use tools.
