[[{"@type":["Article"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","inLanguage":"en-CA","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/#Highlight20251010191959150-393688_0_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Blue-Yeti-Microphones-min-e1624391154770.png?strip=all&lossy=1&resize=758%2C446&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/#Highlight20251010191959150-393688_1_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2022\/12\/Keen-Footwear-%E2%80%93-Review-Snippet.png?strip=all&lossy=1&resize=800%2C300&ssl=1"},{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/#Highlight20251010191959150-393688_2_Article_image_ImageObject","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2025\/12\/Martha.png?strip=all&lossy=1&resize=100%2C100&ssl=1"}],"dateModified":"2026-07-09T15:21:37+00:00","datePublished":"2021-03-19T12:00:28+00:00","mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/","timeRequired":"PT7M","potentialAction":[{"@type":"ScheduleAction","@id":"https:\/\/www.schemaapp.com\/schema-markup\/ecommerce-strategies-for-successful-brands-in-search\/#Article_potentialAction_ScheduleAction","url":"https:\/\/www.schemaapp.com\/book-a-demo\/"}],"headline":"eCommerce Schema Markup Strategies for Successful Brands","name":"eCommerce Schema Markup Strategies for Successful Brands","description":"These advanced SEO strategies will help to set your eCommerce website and brand up for success in search engine page results.","keywords":["Ecommerce","Explainers","Product","Review","Rich Results","Schema Markup","SEO"],"articleBody":"The eCommerce industry is growing fast, but so are acquisition costs. As a result, many brands are focusing on organic traffic. \nThere are benefits to having both paid and organic traffic for your brand, including the opportunity to show up more than once on a search engine results page (SERP). Yet focusing solely on paid advertising doesn\u2019t cut it anymore. Up to 80% of users focus exclusively on organic search results and ignore paid ads altogether.\nWhile everyone is investing in SEO strategies, an effective\u2014and often overlooked\u2014advanced SEO approach is schema markup. \nSchema Markup (also known as structured data) is a language created by Microsoft, Yahoo!, Google and Yandex to help search engines understand the content on your website. By marking up products on your eCommerce website, your content could be eligible for rich results in search. However, to achieve rich results, your content needs to be marked up correctly. \nTake a look at how schema markup can make your brand stand out in search.\nProduct Schema Markup\nShoppers are getting smarter, and search engines are always evolving to find new ways to match user intent to results in search. \nRich results can make your product information more eye-catching so that you don\u2019t even need to be at the top of a SERP to stand out. Marking up your product pages can even provide additional information in Google images.\nYou may already be familiar with product and review rich results, which help your customers to see the price, availability and customer reviews and ratings of your products right on the SERP. Look at the difference between these two search results for a Blue Yeti Microphone. The Amazon result really stands out even though it was below the blue result on the page.\n\nHere are the essential product markup properties that we recommend:\n\nPrice\nProduct Name\nProduct Description\nHigh-Resolution Product Images\nAvailability\nBrand\nReviews\nBreadcrumbs\n\nTo be eligible for product rich results in search, Google recommends marking up individual product pages instead of a category or list of products. Read more about Google\u2019s guidelines for product schema markup here. \nNot only will marking up your product information make your page eligible for a rich result on the SERP, it also displays the information in Google Images. \nSince September 2020, Google has been evolving the product search engine page results, showing types of pricing and illustrating pricing changes. Google requested new pricing properties in Schema.Org and we expect these properties to be included as recommended properties for products in the future.\nReview Snippets for eCommerce Websites\nLet your customers speak for you by encouraging them to leave reviews. Then take these reviews even further with schema markup.\nOnline reviews are seeing a rise in consumer trust. 97% of consumers are influenced by reviews when making a purchase, and customer reviews can increase conversions by up to 270%.  In an age where information is so readily available online, it\u2019s important to put your brand in front of readers with as much clarity and credibility as possible.\nYou don\u2019t need thousands of reviews to make an impact. In fact, BrightLocal\u2019s 2020 local consumer survey revealed that consumers look for an average of 10 customer reviews before trusting a star rating. And that star rating? Only 48% of consumers would use a business with a rating under 4 stars. \nAfter receiving excellent reviews from your customers, showcase them in search by marking up your website. Adding review structured data to your web pages can make your content eligible for the Review Snippet rich result.\n\nIf Google finds a valid review or rating markup, your content could display a short excerpt of the reviews and an aggregate star rating in search.\nReviews demonstrate to search engines like Google and other consumers that you have a great product or service. Investing in your brand\u2019s credibility will be rewarded time and time again. \nSchema Markup and the Customer Journey\nSchema markup can have a positive impact across the customer journey, from the research phase to converting a sale. Online spending in the United States was over 21% of total retail sales in 2020, up 44% from the year before. With the pandemic and global lockdowns forcing more people to shop from home, this isn\u2019t all that surprising. Changing consumer habits reshape marketing funnels, and a user could interact with your brand at various stages of their customer journey.\nThere are three basic types of search intent: \n\nInformational \u2013 the intent is to answer a question or to learn something \nNavigational \u2013 the intent is to locate a specific website \nTransactional \u2013 the intent is to buy something\n\nTransactional search intent usually leads to higher eCommerce conversion rates since the buyer has already decided to make their purchase. But there are opportunities to capture a user\u2019s attention through other types of search intent as well. \nIf your product is marked up properly, this information can be eligible for rich results to improve visibility in search. You want your product or service to be suitably matched to a consumer\u2019s needs, and this is what search engines seek to accomplish as well.\nTechnical SEO Best Practices for eCommerce Websites\nYou may be asking yourself, why can\u2019t search engines determine important product information themselves without our help? \nSearch engines are becoming increasingly intelligent and can continuously crawl website content. However, Google alone can\u2019t extract all the essential details from product pages. To bridge this gap, we can assist Google by providing key information through structured data, product feeds, or Google Merchant Center. This not only helps Google identify crucial details within your content but also enables it to better contextualize and deeply understand your content. As a result, Google can align your pages with more relevant queries, improving the quality of traffic to your site.\nThe reality is, Google won\u2019t display product information as enhanced search results unless it\u2019s confident about the product information it\u2019s presenting. \nThis is similar to the concept of E-E-A-T, which stands for Experience, Expertise, Authoritativeness and Trustworthiness. E-E-A-T has become a core concept for advanced SEO, and is essential to improving a brand\u2019s search rankings. For both rich results and E-E-A-T, Google needs to be confident in your brand and the information that you\u2019re publishing. The more information that you can supply to search engines, the more confident they will be displaying your brand in search results.\nSet Your eCommerce Brand Up For Success\nThese strategies will help to set up your e-commerce brand for success, but the investment doesn\u2019t stop there. To remain relevant in an ever-changing digital market, it\u2019s important to keep informed on the trends in advanced SEO. Sign up for our newsletter to stay updated, or get in touch with us if you want to help your products stand out in search. \nFrequently Asked Questions\nWhat are the best rich results for eCommerce websites?\nYou may already be familiar with the Product rich result, which can display the name, price, availability, etc., of your e-commerce products in search. There are many other rich result opportunities for e-commerce websites, such as frequently asked questions (FAQs), HowTo, Videos, and more! See our Guide to E-commerce Structured Data to learn more.\nHow do I get stars and ratings on my products in search?\nThe stars and ratings that you see on products in search results come from Product schema markup. To unlock this rich result in search, follow Google\u2019s structured data guidelines, including all required and any recommended properties that will make your rich result more robust in search.\nWe help you think beyond the product rich result and strategize with you to stay ahead of the competition. We\u2019ve helped some of the biggest e-commerce brands, including Keen Footwear, Home Hardware, and Ariat, become leaders in the online shopping industry by setting new standards above the existing baseline.\nLearn more about how to start marking up your ecommerce website.Let\u2019s Talk\nMartha van Berkel CEO, Co-founder Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that helps enterprise brands control how they are represented in AI and search. By building a semantic data layer, Schema App enables organizations to improve visibility, protect their brand, and drive more efficient organic growth. 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