"I am facing an issue with rich results on Google for a European ecommerce website that displays both VAT-inclusive and VAT-exclusive pricing for products. The website showcases various products with different pricing options. For example, a configurable product with three simple products based on size variations. The default pricing shown on the page and in the product schema is for the first simple product, but in Google SERPs, it defaults to a different price. Can you help me understand why this is happening?"
Answer: The discrepancy between your e-commerce website’s displayed price and the price Google shows in rich results for configurable products with multiple size variations likely stems from how Google’s algorithm interprets and prioritizes your structured data. While your schema markup might correctly specify the price of the default simple product, Google’s system may be selecting a different price from your page’s HTML, perhaps one associated with a different size variation that’s prominently featured or more readily parsed. This suggests a mismatch between the structured data you’ve implemented and the information Google’s crawler is extracting from your webpage’s source code. To resolve this, ensure absolute consistency between the price shown in your product schema markup and the price most prominently displayed on the page’s HTML. Consider simplifying the structure of your product pages to minimize ambiguity for Google’s crawlers. Focus on clearly indicating the most prominent price upfront for each product variation. Also, rigorously test your schema implementation with Google’s Rich Results Test tool to identify any potential errors or inconsistencies in your markup. Correctly structured data, combined with a clear and unambiguous price presentation on the page itself, will greatly increase the likelihood of Google displaying the intended price in rich results.