Retrievability and UX · Branch R.D, Semantic UI and structured data
R-16 Product and LocalBusiness schema and the commerce feed must share one source of truth
Vertical schema must only be used on a suitable, real entity and page. Price, availability, identifiers and location facts must be consistent across the page, the feed and the schema.
- Scope
- Product, ecommerce and eligible LocalBusiness pages
- Priority
- High priority.
- Quality bucket
- Retrievability and UX
- Legacy coverage
- SEO-50, GEO-58
Why it matters
Shoppers who see one price on the page and another in search results or a feed lose confidence and may abandon the purchase. Search engines and AI answer engines compare these sources, so mismatched prices, stock or identifiers make the product data unreliable. Google's LocalBusiness guidance also assumes a real location, so a made-up one misrepresents the business.
How to implement
- Make the catalogue database the single source of truth for product data.
- Generate the page, Product schema and merchant feed from that same data layer.
- Check that GTIN, MPN, SKU and other identifiers are correct.
- Automate updates to variants, availability and price.
- Use a LocalBusiness subtype only where a real physical location exists.
- Review feed diagnostics regularly and fix mismatches.
Checklist
- Use the appropriate LocalBusiness subtype if there is a real physical location.
- Include a real offer, price and availability in Product.
- Do not create virtual or fake locations.
- Make the catalogue database the source of truth.
- Feed the web page, Product schema and merchant feed from the same data layer.
- Make identifiers such as GTIN, MPN and SKU correct.
- Automate updates to variants, availability and price.
- Monitor feed diagnostics regularly.
How to audit
- Review feed diagnostics.
- Check parity between page, schema and feed.
How UltimateSEO checks this automatically
Partly automated. Where Product or LocalBusiness schema exists the crawler checks it against visible text; agreement with the commerce feed or stock system needs the customer's source data. The crawl gives a signal; a person decides the final state with business evidence.
States used: PASS, FAIL, UNKNOWN, NOT_APPLICABLE or BLOCKED. UNKNOWN is never shown as a pass. How states work.
Sources
Part of The UltimateSEO Framework v4.1, revised 2026-10-07. Evidence states, control states and the publish gate are explained on the hub.