Coupon Schema

There is no Coupon type in schema.org. What people mean by coupon schema is an Offer — usually nested inside a Product — carrying the discount's terms.

The fields that matter are the price and its currency, the availability, and above all the validity window. validFrom and validThrough are what let a search engine know an offer has ended; without them, an expired promotion has no way of signalling that it is expired, and it will keep being presented as current until the page is recrawled and the text happens to change.

{
  "@context": "https://schema.org",
  "@type": "Offer",
  "name": "20% off everything",
  "price": "39.99",
  "priceCurrency": "USD",
  "availability": "https://schema.org/InStock",
  "validFrom": "2026-09-01",
  "validThrough": "2026-09-30"
}

Every value in the markup must match what a visitor sees on the page. This sounds obvious and is broken constantly, usually by accident: a caching layer serves stale markup while the visible price updates, a currency-conversion app rewrites the displayed price but not the structured data, or a discount is described in marketing copy in one way and marked up in another.

Google treats a mismatch between marked-up and visible values as a structured-data policy violation, not a bug. The consequence is not a lower ranking for that page — it is losing rich-result eligibility across the site, and in repeated cases a manual action. When in doubt, mark up less and make sure what you do mark up is exactly what renders.

Coupon and deal sites live on freshness. Their entire value to a searcher is that the code works, and their entire credibility problem is that most published codes do not.

Marking up validThrough does two things. It gives search engines a machine-readable reason to stop surfacing an offer that has ended, which protects the searcher. And it gives you a field to drive your own expiry logic from, so the page can hide or label an expired code rather than leaving it to look current.

The pages that hold rankings in this category are the ones where expired offers are visibly marked expired. A page full of dead codes presented as live is one bad experience away from losing the position it took months to earn.

An Offer floating on its own says little. It becomes useful when it is attached to the thing being discounted — nested under a Product, or referenced from one by @id.

For a store-wide promotion there is no single product to attach it to, and the honest answer is that schema.org has no good type for "20% off everything". Marking it against an arbitrary product to force a rich result is the kind of mismatch that costs eligibility site-wide.

The better use of the markup in that case is on the individual product pages the promotion actually applies to, where the discounted price is genuinely the price shown — which is also the page a searcher wants to land on.