Google Shopping Error: Missing Microdata

A "Missing Microdata" error occurs when product listings on Google Shopping lack the necessary structured data markup, which helps Google understand and display product information accurately.
Common Errors
Google Shopping
Missing Microdata

Error Description

The "Missing Microdata" error on Google Shopping indicates that your product listings do not include the required structured data markup (microdata). Microdata provides a standardized way to label HTML elements, making it easier for search engines to understand the content on a web page. This data is crucial for Google to accurately display your product listings in search results, ensuring that users see relevant and detailed information. Missing microdata can lead to incomplete or inaccurate product displays, potentially reducing click-through rates and sales.

Common Causes of Missing Microdata Errors:

  1. Lack of Structured Data Implementation: No structured data markup is applied to product pages.
  2. Incorrect or Incomplete Markup: The structured data is not correctly implemented or missing required attributes.
  3. Outdated Schema Versions: Using outdated or unsupported versions for microdata.
  4. Template Issues: Problems with the e-commerce platform’s template that prevent correct microdata application.
  5. Manual Errors: Mistakes in manually adding or editing structured data markup.

Error Solution

To resolve the "Missing Microdata" error on Google Shopping, follow these steps:

  1. Understand Google’s Requirements:
    • Review Google’s guidelines on structured data markup to understand what is required for product listings. Familiarize yourself with specifications.
    • Ensure that all necessary attributes (e.g., name, price, availability, SKU) are included in your microdata.
  2. Implement Structured Data Markup:
    • Add structured data markup to your product pages using’s product schema. This markup should be added directly to the HTML of your product pages.
    • Example of basic product microdata:
      <div itemscope itemtype="">
       <span itemprop="name">Product Name</span>
       <img itemprop="image" src="product_image_url.jpg" alt="Product Image"/>
       <span itemprop="description">Product Description</span>
       <span itemprop="sku">Product SKU</span>
       <span itemprop="brand" itemscope itemtype="">
         <span itemprop="name">Brand Name</span>
       <span itemprop="offers" itemscope itemtype="">
         <span itemprop="priceCurrency" content="USD">USD</span>
         <span itemprop="price" content="19.99">$19.99</span>
         <link itemprop="availability" href="">In stock</link>
  1. Use E-commerce Platform Tools:
    • If you are using an e-commerce platform like Shopify, WooCommerce, or Magento, use built-in tools or plugins/extensions to add structured data markup to your product pages.
    • Ensure these tools are correctly configured to include all necessary attributes.
  2. Validate and Test Structured Data:
    • Use Google’s Rich Results Test to validate your structured data markup. This tool checks for errors and provides insights into how Google interprets your data.
    • Regularly test your product pages to ensure the structured data is correctly implemented and recognized by Google.
  3. Keep Schema Versions Updated:
    • Ensure that you are using the latest versions of specifications. Regularly check for updates and apply any necessary changes to your markup.
    • Avoid using deprecated attributes or outdated schema versions.
  4. Fix Template Issues:
    • If your e-commerce platform’s template is causing issues with microdata, work with a developer to modify the template. Ensure the template correctly applies structured data to all product pages.
    • Test template changes to confirm that the structured data is correctly implemented and recognized by search engines.
  5. Correct Manual Errors:
    • Review and correct any manual errors in your structured data markup. Ensure that all required attributes are present and correctly formatted.
    • Use tools like JSON-LD Playground to check and correct your structured data.

Pro Tip

Advanced Strategies for Optimizing Structured Data:

  1. Use JSON-LD for Structured Data:
    • Consider using JSON-LD (JavaScript Object Notation for Linked Data) instead of microdata. JSON-LD is recommended by Google for structured data as it is easier to implement and less prone to errors.
    • Example of JSON-LD for a product:
      <script type="application/ld+json">
       "@context": "",
       "@type": "Product",
       "name": "Product Name",
       "image": "product_image_url.jpg",
       "description": "Product Description",
       "sku": "Product SKU",
       "brand": {
         "@type": "Brand",
         "name": "Brand Name"
       "offers": {
         "@type": "Offer",
         "priceCurrency": "USD",
         "price": "19.99",
         "availability": ""
  1. Automate Structured Data Implementation:
    • Use automation tools or scripts to implement structured data across your product catalog. This ensures consistency and reduces manual errors.
    • Tools like Schema App or plugins for e-commerce platforms can automate the creation and maintenance of structured data.
  2. Leverage Structured Data for Rich Snippets:
    • Use structured data to enable rich snippets in search results, such as product reviews, ratings, and pricing. This enhances the visibility and attractiveness of your listings.
    • Ensure that your structured data includes attributes for reviews, ratings, and other rich snippet elements.
  3. Monitor Structured Data Performance:
    • Use Google Search Console to monitor the performance of your structured data. Check for any errors or warnings and address them promptly.
    • Analyze how structured data impacts your search visibility and click-through rates to optimize your implementation.
  4. Stay Updated with Best Practices:
    • Regularly review best practices for structured data implementation. Follow updates from Google and to stay informed about new attributes and changes.
    • Participate in SEO forums and communities to learn from other experts and share best practices.
  5. Conduct Regular Audits:
    • Perform regular audits of your structured data to ensure ongoing compliance and accuracy. Use tools like Screaming Frog SEO Spider or Sitebulb to audit structured data at scale.
    • Schedule periodic reviews to catch and resolve any issues early.
  6. Provide Comprehensive Product Information:
    • Ensure your structured data includes comprehensive product information, such as multiple images, product dimensions, and detailed descriptions. This helps Google understand your products better and enhances search listings.
    • Include product variations in your structured data to cover different sizes, colors, or models.
  7. Optimize for Mobile:
    • Ensure that your structured data is optimized for mobile users. Test your structured data on mobile devices to ensure it displays correctly and provides a seamless experience.
    • Use mobile-first indexing practices to enhance the mobile experience.
  8. Use Breadcrumbs and Site Navigation Markup:
    • Implement breadcrumbs and site navigation markup to improve the crawlability and indexing of your site. This helps Google understand the structure and hierarchy of your site.
    • Ensure that breadcrumbs are correctly implemented and reflect the structure of your site.
  9. Seek Professional Assistance:
    • If you encounter complex issues with structured data, consider seeking assistance from professionals or agencies specializing in SEO and structured data implementation.
    • Work with consultants who have a deep understanding of Google’s requirements and can provide tailored advice and solutions.

By following these strategies and maintaining a proactive approach to structured data management, sellers can minimize the risk of "Missing Microdata" errors on Google Shopping, ensuring accurate and compliant product listings. Proper structured data management not only helps in preventing errors but also enhances overall visibility, searchability, and sales performance on the platform.

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