update: Taking E-Commerce to the next level

If you thought that you finally had conquered, then you should think again since the partial merger combination with “GoodRelations” scheme will give you a whole new set of options.

Even for those of you who already have implemented the new format the following section should be quite interesting since the phrase “Warning: incomplete microdata with” is being displayed in Google’s RichSnippets testing tool these days.

Is my code broken?

The following has been seen in the last weeks quite a lot:

"Warning: incomplete microdata with" -

Strange, right? Wat has worked before, all of a sudden does not seem to work anymore…

I did some testing this morning, especially on the and found some interesting results

Original code with markup

This code has worked for me so far and was based on preset examples

Our newest product

The New Product

€ 99,-

It's such an amazing new product, you would not even know how amazing it really is!

However, that kind of code now will give you an error message in the RichSnippets Testing Tool.

If you visit the webpage you will notice that there is some changes, though. There is talk about the GoodRelations format being implemented into The old schemes have been reworked and vastly extended: Status of product, shipping costs, local targeting, payment methods, warranty, limited offers by numbers and time….a whole new variety of great new data extensions are now available and can be used to restructure your data even better :)

All new code

Following now my recreated and “pimped up” code example for (for more details see here: GoodRelations and

Our newest product

The New Product


Delivery costs to


(via UPS)

It's such an amazing new product, you would not even know how amazing it really is!

And if you take a look at the RichSnippets testing tool, a whole new world will open: new data-types, already being used by Google!

But take a look for yourself right here: My testfile @ Google’s RichSnippets Testing Tool

Thoughts on this was already great, but this promises even to be better: structured data will help search engines to display information better, faster and more accurate since they can give the found data more relevance. Also different kinds of devices (from your iPod Mini to your IBM Workstation) will have serialized data to display and especially for the E-commerce universe this will help to stay more competitive and targeted on products. Also really great is the features like limited availability in time and/or quantity, this certainly will be a complete new tool which can help to allure visitors by “baiting” them to visit your site.

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Who is "Lobster up the Sea" ?


  1. Posted 2012/11/20 at 11:35 | Permalink

    I’m having the same problem with my price info and reviews not showing up in Google. But when I check your testfile, there isn’t anything showing up either. At least not in the snippet section.
    Any ideas?

    • Posted 2012/11/21 at 10:53 | Permalink

      Hi :) The testfile is geared towards the “next standard” and thus is only slowly recognized – if you want to go for the “classic” view (the current view) use the following format (that should work and is tested):

      Our newest product

      The New Product


      In stock

      It's such an amazing new product, you would not even know how amazing it really is!

  2. Posted 2013/07/10 at 11:10 | Permalink
  3. Posted 2014/09/21 at 15:05 | Permalink

    I have a more specific question.
    Since is a sub category of “Organization” the “Brand” should be used as;
    <div  itemscope itemprop=”brand”  itemtype=””>
    and not 
    <div  itemscope  itemtype=””>
    <div itemscope itemtype=”” itemid=”xxxx”>
    <div itemprop=”brand” itemscope itemtype=””>
    <meta itemprop=”name” content=”My Brand”/>
    <link itemprop=”additionalType” href=”” />
    <h2 itemprop=”name”>Product name</h2>



    Using this means Travel Agent is not the brand but the organization is. And we have to re-write Brand/Organization, name twice or more if we were to enter details for the organization too.
    I have tried to find example for the and itemprop=”brand” but it seems there are not any examples or types used on this.
    Google’s rich snippet testing tool is showing brand only on second example. Not the first.
    What are your thoughts on this ?

  4. Posted 2016/04/21 at 08:52 | Permalink

    Google testing tool is saying that itemprop=”priceSpecification” is not recognized by them.

  5. Posted 2016/05/21 at 18:20 | Permalink

    Thank you for this information. I have been searching for days how to make my website function and validate schema. You are kind to share your results.

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