How to achieve product extensions in organic serps

[seanmccauley]

I have noticed some interesting changes in how google are returning searches for specific branded products. In this case 'tom ford glasses' position 12 result has three product extensions (see image) This is similar to the product extensions which occasionally occur on adwords. Have you seen this happen and if so any ideas how it all works?

TR3nz

[LukeyJamo]

These are popping up all over the .AU Google domain aswell.

They appear to be pulling content from tables.

Maybe it has something to do with Microdata formatting?

[magicrob]

I don't think it's microformats.

For one of my client sites I have Schema.org implemented on Product Pages but not the Category pages.

One of the category pages ranks for a search and does show a list of products on the SERP

Another of the category pages ranks for a search and does not show a list of products in the SERP.

You can see for yourself here:

Without product list:

http://www.google.co.uk/search?q=espresso+cups&pws=0

(position 5, espressodeco.com)

With product list:

http://www.google.co.uk/search?q=espresso+cups+and+saucers&pws=0

(position 4)

It appears Google is just using a list of products from some sites on each SERP.