Here’s an error which has started showing up for a lot of stores’ product category pages – WooCommerce stores in particular – in Google Search Console:
Google Search Console warning
Either “offers”, “review”, or “aggregateRating” should be specified
Where Does This Error Come From?
This error (not a warning, it is an actual error) comes from the fact that the schema.org markup in the product listing page in question is lacking a required field.
As errors go, it is quite verbose. You need to specify one of either “offers” “review” or “aggregateRating” for each of the products listed where “product” is the Schema.org “thing” in question.
A lot of WooCommerce based displays do not include any of this data, and therefore, such pages are lacking a required field.
More specifically, the JSON encoded data is lacking a required element, which only has been flagging as an error since around February 14 2019. Interestingly, as can often be the case, affected sites don’t see the error when they input the affected URL into the Google Structured Data Testing Tool. This isn’t so helpful, but probably indicates that the testing tool is a little behind.
You’ll see examples of how your Schema.org JSON product structured data should look here.
When Does This Occur? Items Without Prices
I’m seeing this issue raise most often on sites where – for whatever reason – there is no price set for products, because WooCommerce uses “has price” as the basis for inserting a lot of the JSON code.
If you do not have a price against your products in Woo, this is often because you offer a service or some other “not priced individually” non-custom eCommerce offer, or other, in which case, you’ll want to customize the schema output for your store specifically. Helpfully, WooCommerce offers filters “woocommerce_structured_data_product” which allow you to do just this – or at least, allow your developer to do it!
When Does This Occur? Items Without Ratings
If your items don’t have ratings, then there won’t be an “aggregateRating” set for them (correctly) but, as you can see from the error, this should be set if the item is a product.
Firstly, try to make sure all your products have at least 1 rating (get your customers to rate them!).
Secondly, make sure that “aggregateRating” is correctly set in all places the product is referenced – including in category and other archive pages.
Again, this is a task for an eCommerce developer.
Schema is Important!
Ignore schema.org data at your peril! Having valid Schema.org markup (AKA structured data) is very very important for your SEO performance, particularly if you are running an eCommerce store. If you’re not sure about your structured data, talk to a technical eCommerce agency about this.
What to do about it?
Fix your product archive templates so that they do reference these required fields!
Easier said than done? Hire me for a WooCommerce Consultation, and I can guide you through this process. If you know you just want to get this done, contact my business Silicon Dales who are accredited WooCommerce developers <- visit that link.