Updated on August 22, 2023 | 4 minute read
Adding structured data, a type of markup language, helps search engines to better understand the content on a website. It provides detailed information about the website, its products, as well as things like pricing, availability, ratings, and reviews.
Structured data allows Google to create rich text snippets, helping your ad stand out from the crowd.
When adding structured data, Google recommends the JSON-LD format. Before adding any structured data, make sure you take a look at Google’s guidelines and that you’re appropriately defining the types and properties for the different pages on your website.
When it comes to implementing structured data, you’ve got a few options.
You can use the Smart SEO Shopify app. This app automatically provides search engines with structured data in the recommended JSON-LD format. This automates the process, making it simple to add structured data to your Shopify store.
Another option is to work with a certified Shopify expert. This is a helpful solution for businesses lacking experience or knowledge of structured data.
A third option is to implement the data manually. We’d only recommend this for businesses with experience with JSON-LD, Shopify Liquid, HTML, and schema.org. There’s the potential to introduce errors into your website’s HTML, so this may be a risky option for those with no experience.
It’s recommended to add structured data to your homepage, product pages, blog page, and collection pages.
Let’s take a look at these separately. We’ll be linking to schema.org for the properties you’ll need for each data type.
For your homepage, you’ll want to add two different data types:
For your product pages, you’ll want to add:
If you host a blog on your website, it’s a good idea to add structured data to that section.
For this, you only need one data type:
Blog - you’ll need to provide information such as a description of your blog.
On Shopify, collection pages display groups of products. This makes it easier for shoppers to browse all products in a category.
For these pages, you’ll need:
It’s possible to test your structured data to make sure that all of the properties have been added correctly and that you’re eligible for rich snippets on SERPs.
You can test your structured data with Google’s Rich Results Test. Here you can input either your target URL to test, or test the HTML code directly. Either option will let you know if your structured data is valid.
We also recommend schema.org’s Schema Markup Validator which lets you validate different types of markup.
Tom is a Content Marketing Executive, producing content and case studies to simplify the Google Shopping experience, and help our clients discover if Google Shopping is the right channel for them. With an MA in English Literature, Tom has a passion for writing and sharing information with the masses.