Understanding and Choosing the Right Price Range for Schema Markup
When implementing schema.org markup for your business, the priceRange property helps potential customers understand your pricing level before they visit. This guide explains what the price range indicators mean and how to choose the right one for your specific business type.
What is the priceRange Property?
The priceRange property in schema.org is used to indicate the general price level of your business. This information appears in Google search results and other platforms that use schema.org data.
Standard Price Range Formats
There are two common formats for expressing price ranges:
1. Dollar Sign Notation ($ to $$$$)
This is the most common format and follows a relative scale:
- $ - Inexpensive, budget-friendly
- $$ - Moderately priced
- $$$ - Higher-end, somewhat expensive
- $$$$ - Premium, very expensive
2. Price Range Notation ($X - $Y)
Alternatively, you can specify an actual price range:
- Example: "$10 - $30" or "$100 - $500"
How to Choose the Right Price Range by Business Type
Restaurants and Food Establishments
For restaurants, the dollar sign notation typically follows these guidelines:
- $ - Under $10 per person (fast food, casual cafes)
- $$ - $11-30 per person (casual dining, most chain restaurants)
- $$$ - $31-60 per person (upscale casual, fine dining)
- $$$$ - Over $60 per person (high-end dining, premium experiences)
Example: A burger joint where meals average $12 would use "priceRange": "$$".
Retail Stores
For retail businesses, consider the average transaction amount:
- $ - Budget retailers, thrift stores (under $25 average purchase)
- $$ - Standard retail, mid-market ($25-75 average purchase)
- $$$ - Upscale retail, boutiques ($75-200 average purchase)
- $$$$ - Luxury retail (over $200 average purchase)
Example: A clothing boutique with items averaging $100 would use "priceRange": "$$$".
Service Businesses
For service-based businesses, consider the typical cost per service:
- $ - Basic services (under $50)
- $$ - Standard services ($50-150)
- $$$ - Premium services ($150-500)
- $$$$ - Luxury/specialized services (over $500)
Example: A hair salon with haircuts averaging $65 would use "priceRange": "$$".
Accommodation & Lodging
For hotels and other accommodations:
- $ - Budget accommodations (under $75/night)
- $$ - Standard accommodations ($75-175/night)
- $$$ - Upscale accommodations ($175-350/night)
- $$$$ - Luxury accommodations (over $350/night)
Example: A mid-range hotel with rooms at $150/night would use "priceRange": "$$".
B2B and Professional Services
For B2B and professional services, consider project cost or hourly rates:
- $ - Entry-level services, small projects
- $$ - Standard professional services
- $$$ - Specialized expertise, larger projects
- $$$$ - Top-tier expertise, enterprise-level services
Example: A law firm charging $250/hour would use "priceRange": "$$$".
Important Considerations
- Relativity: Price ranges are relative to your industry and location. A $$$$ restaurant in a small town might be $$$ in a major city.
- Customer Perception: Choose a price range that accurately sets customer expectations.
- Competitors: Consider how your pricing compares to direct competitors in your area.
- Google's Interpretation: While schema.org doesn't strictly define price range values, Google and other search engines may have their own interpretations.
- Regional Differences: Dollar signs are used even if your business operates in a region with a different currency.
