Google’s New Structured Data Updates for Return Policies

Overview of Google's Latest Update

On March 14, 2025, Google announced an update to its structured data requirements for merchant listings. The crux of this update is the mandatory inclusion of the return policy country field within the Merchant Return Policy schema. This field specifies the country to which a product's return policy applies, using the two-letter ISO 3166-1 alpha-2 country code. For instance, if a return policy is applicable in the United States, the code "US" should be used.

Previously, while properties like return policy category, merchant return days, and return fees were emphasized, the explicit requirement for return policy country marks a shift towards greater specificity. This change aims to enhance the clarity of return policies for consumers across different regions.

Impact on Local SEO

Local SEO focuses on optimizing a business's online presence to attract local customers. With Google's update, the inclusion of the return policy country field becomes crucial for businesses targeting specific regions. By specifying the applicable country in the return policy schema markup, businesses ensure that search engines accurately understand and display return policies relevant to local customers.

For example, if a retailer is selling their products in both the U.S and Canada but they might have different standards and rates and even schedules for both countries. Now, with the implementation of return policy country field, it will become mandatory for businesses to specify everything for their customers.

Implications for Online Businesses

At first glance, the new requirement might seem like an additional burden for online businesses. However, this update offers several advantages:

• Enhanced Transparency: Clearly defined return policies tailored to specific countries reduce customer confusion and potential disputes.
• Improved User Experience: Customers are more likely to trust and engage with businesses that provide clear and region-specific return information.
• SEO Benefits: Accurate structured data can lead to rich results in search listings, increasing visibility and click-through rates.

Key Takeaways

Google has been updating many of its systems lately and here are a few takeaways that you must keep in mind for further interaction with Google services:

• Update Structured Data: Businesses should review and update their product structured data to include the return policy country field, ensuring it reflects the correct country codes.
• Utilize Google's Tools: Employ tools like Google's Rich Results Test to validate structured data implementation and identify potential issues.
• Monitor Performance: Regularly check Search Console reports to assess how structured data changes impact search performance and address any detected errors promptly
• Stay Informed: As Google continues to refine its algorithms and guidelines, businesses should remain vigilant and adapt to new requirements to maintain optimal SEO performance.