Google highlights membership programmes
Google has introduced the ability to highlight loyalty programs directly in search results and in Google Shopping (free listings). This gives online shops a unique opportunity to differentiate themselves – but only if the requirements are met.
To gain access to the functionality, you must:
- Have an active membership programme
- Use structured data with MemberProgram markup or set it up in Merchant Center Next
- Be active in one of the eight selected markets: Australia, USA, UK, Canada, France, Germany, Mexico or Brazil
Why does it matter?
Even small visual changes on Google's SERP can have a major impact. With loyalty programs you can achieve:
- Greater visibility
- More clicks from brand and product searches
- Increased competitiveness compared to shops without membership programmes
An opportunity – even without a programme today
If you sell in one of the selected countries, it may be worth considering a membership programme, even if you don't have one today. The benefits extend far beyond branding and CRM – you gain concrete additional space in search results.
Implementing MemberProgram
To take advantage of the opportunity, you need to work with structured data or set up your programme in Merchant Center Next.
Conclusion
Google's focus on loyalty programs is still limited to eight markets, but it can be expected to roll out across the EU in time. It is therefore a good idea to already stay ahead with structured data and plan a setup that can give you greater visibility and better click-through rates.
