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Google’s June 2025 Update: How to Display Loyalty Programs in Search Results
Unlock Your Competitive Edge in Search
Table of Contents
- The Update: As of June 10, 2025, Google now displays loyalty program benefits (like member pricing and reward points) directly in organic search results.
- Why It Matters: This offers a major competitive advantage by making your listings more attractive, increasing click-through rates (CTR), and driving highly qualified traffic to your site.
- How to Implement: The feature is enabled by adding `LoyaltyProgram` structured data to your website’s `Organization` markup. It is a free update and does not require a Merchant Center account.
- The Synergy: This data integrates powerfully with Google Ads, enhancing campaigns like Performance Max and Customer Match by allowing for more precise targeting of high-value customers.
- Your Action: Implement the structured data now. Early adopters will gain the most significant and lasting advantage before this becomes a standard practice.
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What makes a Google update truly revolutionary?
On June 10, 2025, Google did just that by rolling out support for loyalty programs directly in its search results.Â
According to Google’s official announcement: “Member benefits, such as lower prices and earning loyalty points, are a major factor considered by shoppers when buying products online.”Â
For the first time, these benefits are visible before a user even clicks on your website.
Why is this so important?Â
Having worked with many online stores, we know the competition for attention in the SERPs is fierce.Â
Any opportunity to stand out is gold—and this one is free.
How Loyalty Programs Give You a Competitive Advantage (And Why Now is the Time to Act)
This update is a game-changer because Google now recognizes and displays four specific types of loyalty benefits:Â
- reward points
- exclusive member pricing
- special return conditions
- and unique shipping options.Â
When users see these perks directly in their search, it immediately differentiates your listing.
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What the Data Suggests
While this feature is new, industry analysis of similar rich results shows that highlighting member benefits directly in search can significantly improve engagement and conversion rates.Â
It answers a user’s question—“What’s in it for me?”—before they even visit your page.
In our 18 years of experience, we’ve rarely seen a free Google feature with such immediate, measurable potential.Â
But here’s the crucial part: this window of opportunity won’t stay open for long.Â
Your competitors are already starting to learn about it. Every month of delay means lost visibility and potential revenue.
The Exclusive Opportunity for Early Adopters (Before Your Competitors Catch On)
Our experience in this industry has taught us one thing: the biggest gains come from adopting new Google features early.Â
We saw it with Featured Snippets in 2014, AMP in 2016, and Core Web Vitals in 2020. There is always a brief, powerful window where early adopters reap the most rewards.
Geographical Availability
Currently, this feature is available in the United States, the United Kingdom, and Australia. For businesses operating in these markets, this is a golden opportunity to get ahead of local competitors who haven’t yet implemented the changes.
Support for Complex Programs
Google supports multi-tiered loyalty programs with varying requirements, such as credit card sign-ups, spending thresholds, or membership fees. This allows businesses with sophisticated loyalty structures to showcase their value proposition fully.
A Free Growth Opportunity (With No Hidden Costs)
In a world of paid advertising, free visibility is a rarity.Â
Implementing loyalty program structured data is completely free.Â
It requires no additional fees, premium plans, or new accounts—only the correct implementation of the markup on your site.
Using Google’s Free Tools
Google provides the Rich Results Test tool to validate your markup for free.Â
Pro tip from our experience: Always test your markup in a staging environment before deploying it live. We’ve seen how minor code errors can impact a site’s overall visibility.
How Loyalty Programs Integrate with Google Ads (And Why It Triples the Impact)
Here’s where it gets truly interesting. This feature isn’t just about organic search; it integrates with the entire Google Ads ecosystem.
Customer Match + Loyalty Programs = A Winning Combination
Your loyalty program members are your most valuable audience. By uploading their data via Customer Match, you can create hyper-targeted campaigns.Â
Google’s system allows existing members to “indicate their status as a member of your loyalty program to enjoy a personalized shopping experience on Google.”
Shopping Campaigns with Loyalty Benefits
For products in Google Shopping, loyalty benefits can be displayed alongside your listings using the `loyalty_program` attribute. This makes your ads more compelling without increasing your ad spend.
How to Implement the Markup Correctly (Step-by-Step)
To ensure everything works as it should, here is the process we recommend:
Step 1: Plan Your Structure
Before writing any code, define:
- The different tiers of your loyalty program.
- The benefits for each tier.
- Any joining requirements.
- The single, dedicated page on your site where this information will live.
Step 2: JSON-LD Implementation
The most reliable format is JSON-LD, added to the <head> section of your HTML. Here is a simplified example based on Google’s official documentation:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Your Company Name",
"loyaltyProgram": {
"@type": "MemberProgram",
"name": "Your Loyalty Program Name",
"description": "A description of the key member benefits.",
"hasTiers": [
{
"@type": "MemberProgramTier",
"name": "Silver",
"hasTierBenefit": ["https://schema.org/TierBenefitLoyaltyPoints"],
"membershipPointsEarned": 5
}
]
}
}
</script>
Step 3: Validate, Validate, Validate
Use the Rich Results Test tool before and after deploying the changes.Â
According to Google, “Using the tool, you can confirm whether or not your markup is valid.”
The Next Steps for Your Business
Here’s exactly what we recommend you do in the next 30 days:
- Audit your existing loyalty program: Does it exist, how does it work, and what benefits does it offer?
- Plan the technical implementation: Decide where to put the markup and how to structure the data according to the guidelines.
- Test and validate: Use the Rich Results Test tool to check your code and fix any errors before going live.
- Monitor results: After implementation, monitor your visibility and click-through rates in Google Search Console.
- Plan future integrations: Prepare to combine your loyalty program data with your Google Ads campaigns for maximum impact.
Conclusion: Your Growth Opportunity is Now
The new loyalty program feature in Google Search is not just a technical update—it’s a strategic opportunity to stand out in the most competitive digital landscape we’ve ever seen.
At AdwayCreative, we know that successful digital marketing is a matter of timing and quality of execution.
Since 2007, we’ve helped businesses leverage new Google features when they are most effective.
Don’t wait for your competitors to catch on. Don’t wait for a “better time.”
The biggest opportunities in digital marketing come in waves, and this wave is here now.
Ready to turn your loyalty program into a competitive advantage?
Contact us for a consultation on how to correctly implement structured data for your business and integrate your loyalty programs with your Google Ads campaigns.
We don’t just follow trends—we use them to drive measurable growth for our clients.
