Definition
Strikethrough pricing in e-commerce SEO is the display of a crossed-out original price alongside the new reduced price in Google search results (SERPs and Google Shopping). This display is possible through Schema Product markup with the price and priceValidUntil properties, combined with the Merchant Center feed that includes sale_price and price fields. Google can automatically display a 'Price drop' label or strikethrough price when it detects a verified price reduction over time. This visual attracts attention in the SERPs and increases CTR. Compliance with the EU Omnibus directive requires displaying the lowest price from the past 30 days.
Key Points
- Strikethrough pricing significantly increases CTR in the SERPs
- Combines Schema Product (price/sale_price) and Merchant Center feed
- EU Omnibus directive: display the lowest price from the past 30 days
Practical Examples
Rich snippet with strikethrough price
An e-commerce site marks up its sale product with Schema Product: original price 149 euros struck through, current price 99 euros. Google displays '99 EUR (was 149 EUR)' in the SERPs, generating 25% higher CTR compared to listings without displayed reductions.
Google Shopping price drop label
A merchant updates their Merchant Center feed with a sale_price lower than the price. Google automatically adds a 'Price drop' badge on the Shopping listing, attracting more shopper attention.
Frequently Asked Questions
Use Schema Product markup with the price and priceValidUntil properties. In Merchant Center, fill in the price (original) and sale_price (sale price) fields. Google verifies consistency between the page and the feed before displaying the strikethrough price.
The Omnibus directive (2022/EU) requires European e-commerce businesses to display the lowest price charged during the 30 days prior to the promotion. Artificially inflated fake strikethrough prices are prohibited. Google and regulatory authorities can verify compliance.
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Last updated: 2026-02-07