Structured data for car dealer inventory
With Google’s latest move, the world of online car sales is undergoing a fundamental change. The internet giant has launched a new solution: structured data markup for car dealers’ catalogues.
- 3 min read
This innovative approach will completely change the way car dealers present their vehicles on Google. It makes the connection with potential buyers much more accessible.
A leap forward for car dealers
In an era where online car sales are becoming ever more normal, competition for online visibility is fierce. Car dealers need to make sure their inventory stands out to attract potential buyers.
Google has recognised this need and has introduced Structured data tagging. This makes it easier to showcase your car inventory.
This progress can make a big difference for both large and small car dealers.
The power of structured data markup
What exactly is structured data markup and how does it work? Marking up structured data means adding specific code to a website’s HTML.
This code contains key information about the cars on offer. That makes it easier for search engines such as Google to understand and display the information.
Car dealers can now use structured data markup to show key information. Think of the vehicle description, the price and the availability, for example.
Benefits of structured data markup
1. Improved user experience
Structured data markup enables a more immersive user experience. Potential buyers can now filter and request detailed vehicle information directly on Google.
This could include prices, features, availability and other important details. This information can hugely influence the purchase decision.
2. Simplicity
Google’s new approach to tagging structured data makes it easier to supply data about car inventory. Car dealers can now simply add the information to their existing car listing pages.
3. Integration with Google platforms
With structured data tagging, car dealers can show their stock for sale not only in Google Search, but also on Google Maps and their Business Profile. This increases the reach and accessibility of their listings.
Two methods to supply inventory data
Car dealers now have two options for supplying inventory data to Google: structured data tagging and data feeds uploaded to Google’s vehicle listings partner portal. Both methods have their own unique benefits.
Structured data markup
- Relatively easy to implement and manage.
- Easier for car dealers who find data feeds too complex.
- Faster integration into your existing offering.
Data feeds
- Require more development around the system.
- Make sure Google receives all inventory data.
- Ideal for car dealers who want to use every possible source.
It is important to be consistent. If you choose both methods as a car dealer, make sure the data in the feeds and the structured data tag match, to avoid inconsistencies.
Monitoring and troubleshooting with Search Console
Google wants to help websites check and fix problems with structured data tagging. For example, there is a new rich results report in Search Console that shows valid and invalid listings on pages with structured data markup for vehicle listings.
With this report, car dealers can keep an eye on the status of their structured data implementations. That makes troubleshooting a lot easier.
Testing with rich results
To make it even easier, Google offers a rich results test. This is a tool that lets car dealers quickly check their structured data markup. They can do this by entering a URL or a code snippet.
This tool gives instant feedback on the validity of the markup. That means you don’t have to wait for updates to rich results reports.
How do you implement structured data markup for car dealers?
Implementing structured data is a strong way to improve the visibility and appeal of your web pages for search engines and users. You can use handy plugins for your CMS (such as WordPress), a schema markup generator or custom code (possibly ChatGPT) for this.
Following Google’s guidelines is important here. If you choose to adjust the code manually, we recommend working with a developer to make sure this goes smoothly.
Setting up structured data properly is part of technical SEO. We set it up so that search engines and AI answers understand your pages well.
Frequently asked questions
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What is structured data?
Structured data is standardised code in your website's HTML that tells search engines what is on a page, such as a product, price, review or business address. Google can use that information for richer search results. You can find more explanation under Structured data.
Does structured data also make sense for businesses without stock?
Yes. With LocalBusiness markup you pass on your business details, opening hours and service area, with Service markup your services and with FAQPage markup your frequently asked questions. That helps search engines and AI assistants understand your business properly. We set that up as part of technical SEO.
How do you check whether structured data works?
With Google's Rich Results Test you enter a URL or a piece of code and see straight away whether the markup is valid. After that, you keep an eye on Google Search Console for errors or warnings.
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