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What Google can show for a page with no price
Google has two kinds of product result. A product snippet is a text result that can add ratings, review details, price and availability. Merchant listings are for pages where the customer can buy the product, and they can show price, availability, shipping or returns. A bioreactor or a TFF system sold on quotation fits neither of them as it stands.
The page can still rank well as a standard result, with a title and a description. Google also points out that correct markup doesn't guarantee any rich result. In the end, what wins the buyer over is what they read once they land on the page.
What Google requires for a product snippet
For a product snippet, Google requires the product name (name) plus one of three things, a review (review), an aggregate rating (aggregateRating) or an offer with a price (offers). Without any of the three, Product markup is not eligible for this result. It also only works on pages that focus on a single product or its variants.
Merchant listings ask for more. Only pages where the shopper can buy the product qualify, not pages that link to another site that sells it. You need a name, an image and an offer, and the price must be greater than zero. Google may also try to verify this data before showing it.
Can I mark up price on request in structured data?
There is no way to mark it up as a price. Google's Offer requires a price, and merchant listings need it to be greater than zero. If the page shows no price, leave the offer out of the markup and explain on the page how to request a quotation. A made-up price goes against Google's general guidelines.
Made-up prices, zero prices and home-made stars
The temptation is to add an indicative price, a zero or a few stars to get the rich result. Google's general guidelines rule that out. Markup has to reflect what is visible on the page and must not mislead. If it doesn't, Google can apply a manual action and the page loses its rich results.
- Don't mark up a price that isn't on the page. If the page says price on request, the markup can't show a figure.
- Don't use a zero price. In Google's documentation, zero is how you say a product is available without payment.
- Don't mark up reviews that aren't visible on the page, or reviews that don't come from real experience with the equipment.
- Don't copy ratings from other sites. Google asks you not to aggregate reviews from other websites.
- Don't put stars on the brand itself. When a company controls the reviews about itself, its pages with Organization markup aren't eligible for stars.
Want us to check what your equipment pages say in their markup today? Leave your details and we'll tell you what we'd remove and what we'd add first.
Check a pageWhich markup fits each type of page
One website usually holds very different pages. Custom equipment is sold through a quotation, single-use consumables often have a price in the online shop and range pages group several models. The table sums up what you can mark up in each case and what not to expect from Google.
| Page type | What you can mark up | What not to expect |
|---|---|---|
| Equipment sold on quotation, such as a bioreactor or a TFF system | Product with name, description, brand, images and sku or mpn | Stars, price or a merchant listing |
| Single-use consumable with a price, bought on your own site | Product with Offer, real price, currency and availability | A guaranteed rich result, Google may not show it |
| Consumable bought on a distributor's website | Product with the visible data, and Offer only if the price is shown on the page | A merchant listing, since the purchase happens on another site |
| Range page with several models | Clear links to each product page, with Product markup on each model's own page | A product snippet, which is for a single product |
| Product page with a demo video | VideoObject alongside Product, linked with @id | The video replacing the text on the page |
Is it worth marking up an equipment page if no stars will show?
It depends on the effort. Without a review, rating or offer, Product markup isn't eligible for the product snippet, and Google asks for no special markup for AI answers. If your CMS already outputs it with correct, visible data, you can keep it. If it has to be done by hand, improve the page content first.
Product ranges, variants and demo videos
If a model comes in variants, say the same bioreactor in several working volumes, product markup still fits. Google supports pages about a single product or several variants of the same product, including when each variant has its own URL. For merchant listings there are properties that tie each variant to its group, such as isVariantOf and inProductGroupWithID.
On range pages, Google recommends adding markup to individual product pages rather than to pages that list products or categories. On the range page itself, what helps is clear links to each model. If the product page has a demo video, the general guidelines let you mark up the video alongside the product and connect them with @id, so Google knows the video is about that piece of equipment.
How to check the markup is right
Before rolling it out across the catalogue, test it on a handful of pages. The steps Google suggests are the same for a site with twenty pieces of equipment or a consumables catalogue with hundreds of part numbers.
- Run the page through the Rich Results Test and fix any critical errors.
- Use the URL Inspection tool in Search Console to confirm Google can see the page and it isn't blocked.
- Check the Product snippets report, or the Merchant listings report if the page sells, after every template change.
- Submit a sitemap so Google picks up the changes.
Can we show our customers' ratings on the product page?
Yes, if they are genuine and visible on the page with the review text and the score. Google asks you not to mark up fake reviews, incentivised reviews without disclosure or ratings copied from other sites. It recommends accepting only ratings with a comment and the author's name. Stars about the company itself on its own site aren't eligible.
What changes with Google's AI answers
To appear in AI Overviews and AI Mode, Google says there are no additional requirements and no special schema.org markup to add. The same SEO fundamentals apply, and one of them is making sure structured data matches the visible text. That brings you back to the product page, which has to explain the equipment, its applications and its scale clearly.
David Monje, founder of crida studio, led marketing at TECNIC Bioprocess Solutions, the bioreactor manufacturer based in Riudarenes near Girona, for four and a half years. On 1 November 2026, on Google Spain, the TECNIC page «¿Qué es un sistema TFF y cómo funciona?» was the first organic result for «filtración tangencial», and TECNIC was cited as a source in the AI answer for «bioreactor». That is work David led there, and there is no promise it repeats elsewhere.
