SEO - Rich Snippets

General Information

Rich snippets are how your products earn the eye-catching results in Google: star ratings, prices, availability, FAQs, breadcrumb trails, returns policy. They're driven by JSON-LD structured data (schema.org), and Google has been steadily raising the bar on what's required to appear in rich-result placements. Most Magento stores either ship with no structured data at all, or with auto-generated markup that misses the fields Google now requires (applicableCountry, itemCondition, valid product variants on configurables) and gets silently dropped from rich results.

The Qoliber SEO Rich Snippets extension is the most complete structured-data system available for Magento 2. It ships 27 pre-built snippet templates, an admin-editable template engine for everything else, and full Google 2025 Merchant Listings compliance — so your store actually shows up with stars, prices and availability in the search results.

What Does This Extension Do?

• 27 pre-installed snippet templates across five tiers — Product, Organization, WebSite, BreadcrumbList, LocalBusiness, MerchantReturnPolicy, AggregateOffer, Reviews, FAQs and more. All ship inactive; merchants opt in after review.
• Admin snippet editor at Marketing → SEO → Rich Snippets — CodeMirror JSON editor with syntax highlighting and live variable autocomplete.
• Variable substitution — drop {{product.name}}, {{product.rating}}, {{store.country}} into any template; the engine resolves them per page render.
• Conditional directives — @djson if/else/unless/exists for dynamic schema generation. Emit priceValidUntil only when a special-price end date is set; emit itemCondition only on refurbished products.
• Rich variable system — product price, rating, availability, reviews, image, description, SKU, attributes; MSI-aware stock variables (product.stock.qty, product.stock.isInStock, product.stock.availability); store config (country, locale, name); auto-generated breadcrumbs.
• Nested snippets — templates can include other snippets (Product includes Offer); circular-dependency detection prevents infinite loops.
• Configurable / bundle / grouped support — emits AggregateOffer with lowPrice, highPrice, offerCount for non-simple products.
• Google 2025 Merchant Listings compliance — MerchantReturnPolicy now ships applicableCountry (auto-sourced from your Magento store-country config) and itemCondition, the two fields Google started silently requiring in 2025.
• Compact + Pretty-Print output modes — minified single-line JSON in production; pretty-printed for debugging.

Why Is This a Game Changer?

• Compliant out of the box. Google's 2025 Merchant Listings update started dropping product rich results when applicableCountry was missing. We emit it automatically. Existing installs get the upgrade via a data patch — no admin action.
• Edit, don't fork. Every snippet is a template the marketing team can edit in admin. No more "ask a developer to change the JSON-LD" tickets.
• Safe by default. Snippets ship inactive. You review the rendered output (with the built-in Pretty-Print mode) before turning them on, so nothing false ever ends up in your structured data.
• Performance-aware. The variable provider engine skips unused providers per snippet — a measurable per-page reduction on category pages with heavy snippet templates.
• Multi-store correct. Cache keys include the store_id, so swapping templates per language doesn't poison the cache for other store views.

How Does It Work?

For each request, the module:

1. Looks up the snippets active for the current page type (product / category / CMS / homepage).
2. Resolves the variables each template references — calling only the providers actually needed.
3. Renders the JSON-LD via the templating engine, with conditional directives evaluated per entity.
4. Emits one <script type="application/ld+json"> block per active snippet in the page head.

Example: Product snippet output

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Blue Yoga Pants",
  "description": "Premium technical fabric, four-way stretch.",
  "sku": "MP01",
  "image": "https://mystore.com/media/catalog/product/cache/.../mp01-blue-yoga-pants.jpg",
  "offers": {
    "@type": "Offer",
    "price": "79.00",
    "priceCurrency": "EUR",
    "availability": "https://schema.org/InStock",
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "FR",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "itemCondition": "https://schema.org/NewCondition"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": 4.6,
    "reviewCount": 142
  }
}

Configuration at a glance

Find global settings under Stores → Configuration → Qoliber → SEO: Rich Snippets, and the snippet management UI at Marketing → SEO → Rich Snippets. Verify with Google's Rich Results Test before going live.

What's New in 2.3

• Google 2025 Merchant Listings compliance — default MerchantReturnPolicy snippet emits applicableCountry (auto-sourced from store country config) and itemCondition. Existing installs upgraded via data patch.
• Inactive defaults on fresh installs — every default snippet ships disabled until reviewed; no "false claims" in your structured data on day one.
• Variable provider filtering — render pipeline skips providers a snippet doesn't reference; measurable per-page TTFB win on heavy templates.
• Multi-store cache fix — getCacheKeyInfo() now includes store_id, eliminating cross-store cache poisoning.
• Circular dependency validator — wired to the snippet save controller; dependency loops are caught at edit time, not render time.