An optional field in structured data can affect visibility by providing additional context to Google, improving how your product is understood and displayed. Even if not required, fields like review ratings, availability, or brand can enhance rich results, increase click-through rates, and help your product stand out in search results. Missing optional fields may limit these benefits and reduce visibility impact.
Example: Google Merchant Center
Google Merchant Center can display products as “Found on Google” when it detects valid and complete structured data on a verified and claimed website that is opted into “Surfaces across Google.” These products may appear in free listings on Google Shopping and your linked Business Profile but will not show in paid ads unless submitted through a product feed.
The field I mean in particular here is the missing shippingDetails.
This optional field may not affect whether your product appears in the product snippet, but it will definitely cause your products to be disapproved in GMC.
How to solve this quickly?
The best and fastest way is to add shipping information directly in Google Merchant Center by editing each product’s details or by setting a shipping policy that applies to all products.
Editing shipping details for each product individually
Setting a shipping policy in Shipping and returns that applies to all products
The result is immediate
Marin Popov – SEO Consultant with over 15 years of experience in the digital marketing industry. SEO Expert with exceptional analytical skills for interpreting data and making strategic decisions. Proven track record of delivering exceptional results for clients across diverse industries.
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