Qualify for Loyalty and Membership Program search enhancements

Google continues to release new structured data, supporting the needs of merchants who don't want to use Merchant Center. If you aren't familiar with Google's efforts to support more and more schema markup, I've written about a few major changes here, here, and here.

Our latest big change from Google is supporting Loyalty Programs (aka Member Programs) in structured data which they rolled out in 2025.

And now, you can add your loyalty and membership programs data via JSON-LD for SEO.

After completing the fields in JSON-LD for SEO, we'll add all the necessary data directly to your Organization markup.

You can see a demo of what this looks like on the JSON-LD for SEO demo site.

Loyalty / Membership fields

To access the fields in JSON-LD for SEO, select Business -> Loyalty / Membership Program. If this is not available on your plan, you can upgrade to get instant access.

Step 1: Enter the details of your membership program.

Field	Description
Name	Whatever name you've called your membership program. For example, Pizza Perks, Mommy Rewards, or as simple Company Rewards Program. Required field.
Description	Give a brief description of the primary benefits for memebers. For most stores, this is usually earning points on a purchase, free shipping, member only prices, or other exclusive benefits. Required field.
URL	This is the web page where customers can sign up for your membership program. Please provide the full URL.

Step 2: Enter your tiers.

A membership program is required to have at least one tier.

Each tier is based on the benefits and/or requirements to join. For example, if you have a tier that requires a customer to spend $200 in their lifetime, then you would select the Minimum amount spent tier requirement.

Step 3: Details for each tier

Field	Description
Name	The name you called the tier. For example, Bronze or Silver. If you only have one tier, use the name of your membership program from Step 1. Required field.
Tier Requirements	See below for details about each requirement. Required field.
Tier Benefits	Required to select one of two options: Number of points earned per currency unit A tier benefit is membership only pricing Required field.

Step 3.5: Tier Requirements

As described above, each tier can have different requirements for customers to join. Here are the details for each of the various tier requirements you can select from.

Minimum Amount Spent

Field	Description
Minimum amount spend required	The minimum amount a customer needs to spend before qualifying for the tier. For example, spend $200 to join the program.

Fee is required to join tier

Field	Description
Amount customer is required to pay to join tier	For example, Costco requires you to purchase a membership card before accessing the store.
Payment frequency	Select one of the following options: One time only: the customer only pays the fee once. Each week: the customer pays on a week to week basis. Each month: the customer pays on a month to month basis. Once a year: the customer pays one time each year. Each week for 52 weeks: the customer pays once a week for 52 weeks in a year. Each month for 12 months: the customer pays once a month for 12 months in a year.

Credit Card is required

Field	Description
Credit Card is required	Though rare, this is referring to a specific credit card required to join the program. For example, perhaps you require a specific American Express business card to join your program.

Free to join

Field	Description
Free to join	There are no requirements to sign up for the program and anyone can join.

Other requirement

Field	Description
Other requirement	Use other requirement if you have a specific requirement that is not listed. For example, you require members to volunteer for X hours or they must purchase a share in the coop. This is a text box for you to enter any requirement you may have to join the program.

Testing the data

Once you've entered all your tiers, you can verify the data you've entered.

There will be list of the tiers you've created under Active Membership Tiers. Select Details to view the information you've entered and confirm that it's correct.

Then run any page through the Rich Results Testing Tool or Schema Markup Validator. In the example below, I ran the homepage through the testing tools.

If you are still relying on your Shopify theme structured data, you're going to want to install JSON-LD for SEO to take advantage of adding these fields to your structured data. If Google's asking for the loyalty and membership data, they'll use it!