New Rich Snippet: Google launches markup for loyalty programs

marcado para programas de fidelización

Google has launched a new type of structured markup geared toward loyalty programs, representing a significant milestone within the rich data ecosystem. This new Rich Snippet allows website owners, and especially online stores, to display loyalty benefits such as points, discounts, exclusive offers, and more directly in search results .

This markup is based on the loyaltyProgram scheme and can be implemented on individual products to display information such as:

  • Program name

  • Benefits offered

  • User level (in the case of registered accounts)

  • Program registration URL

In other words, it allows you to directly display in the SERPs those advantages that were previously invisible until you entered the website .

From my perspective as an SEO consultant, this launch of a new Rich Snippet is a new opportunity to differentiate ourselves from the competition. While on-page and technical SEO were key before, now there's another layer: interaction SEO with artificial intelligence and algorithms that prioritize results . Google isn't just looking for useful information; it's also trying to identify who can offer the most value to the user.

Why does Google prioritize customer loyalty as a visible factor in SERPs?

Google doesn't make moves without a purpose. The inclusion of loyalty programs as part of its Rich Snippets is driven by several strategic reasons:

  1. Improved user experience : Google wants users to find not only the product they're looking for, but also the best deal or added value. Showing whether a product offers rewards upon purchase, loyalty points, or additional discounts helps users make more informed decisions.

  2. Ecommerce competition : In a saturated environment, ecommerce businesses need to stand out. A loyaltyProgram offers a clear and objective way to demonstrate value without relying solely on price or reviews.

  3. Feeding its AI system : The more semantic and structured the information on the web, the easier it is for Google's AI to process. This means that even if the user doesn't see it directly, the search engine already understands it.

This is where my vision becomes more compelling. In an era of SEO where artificial intelligence is playing an increasingly important role, including this type of data on our website is crucial, both for improving SEO and for signaling to AI about our competitive advantages and helping us rank higher.

How the new structured loyalty marketing works

The loyaltyProgram type follows Schema.org logic and can be integrated as part of the Product object. Here's a simplified example:

 <html>
 <head>
 <title>About Us</title>
 <script type="application/ld+json">
 {
 "@context": "https://schema.org",
 "@type": "MemberProgram",
 "name": "Membership Plus",
 "description": "For frequent shoppers this is our top-rated loyalty program",
 "url": "https://www.example.com/membership-plus",
 "hasTiers": [
 {
 "@type": "MemberProgramTier", 
"@id": "#plus-tier-silver",
 "name": "silver",
 "url": "https://www.example.com/membership-plus-silver",
 "hasTierBenefit": [
 "https://schema.org/TierBenefitLoyaltyPoints"
 ]
 "membershipPointsEarned": 5
 },
 {
 "@type": "MemberProgramTier",
 "@id": "#plus-tier-gold",
 "name": "gold",
 "url": "https://www.example.com/membership-plus-gold",
 "hasTierRequirement":
 {
 "@type": "CreditCard",
 "name": "Example platinum card plus"
 },
 "hasTierBenefit": [
 "https://schema.org/TierBenefitLoyaltyPrice",
 "https://schema.org/TierBenefitLoyaltyPoints"
 ]
 "membershipPointsEarned": 10
 }
 ]
 }
 </script>
 </head>
 <body>
 </body>
 </html>

Key points:

  • name : name of the loyalty program.

  • benefits : perceived value offered.

  • url : Page where you can register or view program conditions.

This implementation can be customized per user if you have a platform with login, and allows you to display the user's level, points balance, and more.

Google recommends implementing this type of data accurately and honestly, avoiding ambiguous or inaccurate information, since, as always, abuse of structured markup can penalize the domain.

Step-by-step technical implementation of the loyaltyProgram schema

Implementing this new snippet correctly requires careful technical planning. Here's a practical guide:

Step 1: Identify eligible products

Before marking your entire catalog, identify which of your products are actually part of the loyalty program . This is important because Google can check the consistency between what you state in the snippet and what you actually offer on your website.

Step 2: Prepare the program data

Gather this information:

  • Program name

  • General benefits

  • Program or registration URL

  • Product benefits (if applicable)

Step 3: Adapt the product template

If your ecommerce site uses dynamic HTML templates, you will need to modify the template to include the new JSON-LD block within each product page.

Step 4: Verification with Rich Results Tool

Use Google's tool to verify that the markup is valid:
https://search.google.com/test/rich-results

Step 5: Tracking in Search Console

Once implemented, go to the "Search Appearance" section in Search Console and look for the new "Loyalty Programs" section.

Advanced considerations

  • You can combine this snippet with offers , review , and aggregateRating .

  • Make sure to dynamically update the user's level or points if you customize per session or login.

  • Implement fallback logic in case the user is not logged in.

Strategic advantages of marketing for ecommerce and online businesses

Beyond technical SEO, what's important here is the competitive opportunity .

1. Differentiation in saturated environments

When you sell a generic product that your competitors also have (think marketplaces, tech stores, fashion, etc.), the loyalty snippet can make your result shine brighter .

2. Higher CTR from the search engine

A rich snippet that says “10% discount for members” generates more clicks. Period. Not only is it visually more appealing, but it also gives an immediate sense of added value .

3. More opportunities for AI

This point is key. I know that this type of data helps Google's AI better understand our competitive advantages. In a future dominated by artificial intelligence, if you're not "talking" to it with semantics and structure, you simply don't exist for it.

4. Improved traffic segmentation

Users who click after seeing loyalty benefits are more likely to convert . This improves traffic quality and, in the long run, can even help improve your conversion metrics.

SEO, artificial intelligence and competitive differentiation: the new golden triangle

This snippet is not just a technical improvement: it's a step towards semantic and predictive SEO .

Google's algorithms, increasingly influenced by artificial intelligence, seek to understand:

  • What does a brand offer?

  • What tangible benefits does it provide?

  • How much value does it generate for the user?

And the only way to communicate that to a machine is through structured, consistent, and accurate data .

Including loyaltyProgram not only improves our ranking in search engine results, but also aligns us with the evolution of search engines as intelligent assistants. If AI is making decisions for users (as is already happening with automatic scrolling, clickless result selection, and voice commands), we need to speak its language .

Use cases and future projections for SEO

Let's imagine some practical scenarios:

  • Fashion e-commerce site offering redeemable points with every purchase. This snippet helps showcase the offer and attract more traffic without paying for ads.

  • A marketplace that sells products from various vendors. Implementing loyaltyProgram allows users to see which seller offers the greatest future benefit, tipping the scales in their favor.

  • Small stores competing against giants. The snippet gives them a tool to showcase their value proposition without having to fight solely on price.

The future of SEO with AI and structured data

Loyalty snippets open the door to new types of marketing that could integrate other areas:

  • Personalized recommendations

  • User preferences

  • Rewards history

SEO will no longer be just about keywords. It will be about contextual data, integrations, and structured communication with machines .

Conclusion: a must-do move for those who want to stand out on Google

We're in a new era of SEO, where content is still king, but structured markup is the language of the kingdom . It's not optional. It's necessary.

As an SEO consultant with extensive experience, I see these kinds of Google updates as more than just experiments. They're clear clues about the immediate future. Adapting quickly, understanding their logic, and applying it precisely can be the difference between leading the SERPs or disappearing from them altogether.

So don't hesitate any longer: review your e-commerce site, structure your data, and speak Google's language before your competitors do . Because in this new ecosystem, the first to implement these changes is the one who ranks highest.

Profile Image Christian Fernández Campos
Christian Fernández Campos

Experto en SEO con más de 10 años de experiencia. Apasionado del SEO para eCommerce. No uso trucos baratos del lado oscuro: construyo autoridad y relevancia como un verdadero maestro Jedi del SEO.

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