As the e-commerce industry grows, it’s important for brands to remain relevant and competitive. One way to do this is to stand out in organic search results. Structured data, an advanced SEO strategy, provides e-commerce brands with a competitive edge in search by visually engaging with your customers at the start of their buyer journey. By adding structured data to your website content, brands set a foundation for retaining relevance in the online marketplace. Let’s explore the positive impact of structured data on the customer journey and how to make your brand stand out in search engine results pages.
Stand Out In Search With Rich Results
One of the advantages of structured data (aka schema markup) is that it can unlock rich results in search. Rich results help your brand take up more space on search engine result pages, as well as display important information about your brand and products. Your content could be eligible for up to 32 different types of effective rich results through Schema App’s enterprise schema markup solutions.
Recommended Product Markup Properties
Product entities and review snippets are two of the most important considerations for any brand with an e-commerce presence. Customers want to know the most up-to-date information about your products and/or services. Schema App helps to update this information as it’s updated on your website through rich results, using our dynamic schema markup solutions.
Having an aggregate star rating and reviews can improve click-through-rates and conversion rates. According to BrightLocal’s 2020 Local Consumer Review Survey, 87% of consumers read online reviews for local businesses last year. Note that review snippets are not the same as CriticReviews structured data, which should be used for publishers not for e-commerce.
Here are the essential product markup properties that we recommend:
- Product Name
- Product Description
- High-Resolution Product Images
Here’s an example of how impactful different types of product structured data can be. Brands need to keep up with consumer demands and it’s important to update your product availability at all times. ItemAvailability markup can communicate this through enhanced search results. Marking up your product information with ItemAvailability will keep customers informed in as close to real time as possible.
To 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’s guidelines for product schema markup here. Marking up your product information not only makes it eligible for rich results in search, but this information can also be displayed in Google Images.
Schema Markup and the Customer Journey
Schema 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’t all that surprising. Changing consumer habits reshape marketing funnels, and a user could interact with your brand at various stages of their customer journey.
There are three basic types of search intent:
- Informational – the intent is to answer a question or to learn something
- Navigational – the intent is to locate a specific website
- Transactional – the intent is to buy something
Transactional search intent usually leads to higher e-commerce conversion rates since the buyer has already decided to make their purchase. But there are opportunities to capture a user’s attention through other types of search intent as well. If 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’s needs, and this is what search engines seek to accomplish as well.
Technical SEO Best Practices for E-commerce
You may be asking yourself, why can’t search engines determine important product information themselves without our help? They’re increasingly intelligent and they can continuously crawl website content. The fact is, Google can’t pull all of the key information from product pages by itself. We can help Google along by providing this information through structured data, product feeds, or Google Merchant Centre.
Google won’t display product information as enhanced search results unless it’s confident in the information. This is similar to the concept of E-A-T, which stands for Expertise, Authoritativeness and Trustworthiness. E-A-T has become a core concept for advanced SEO, and is essential to improving a brand’s search rankings. For both rich results and E-A-T, Google needs to be confident in your brand and the information that you’re publishing. The more information that you can supply to search engines, the more confident they will be displaying your brand in search results.
Why Schema App?
Schema App offers world-class schema markup solutions to help your e-commerce store stand out in search. Our solution works with any E-Commerce platform. In addition, we have plugins for Shopify, WooCommerce and BigCommerce and can convert your Google Merchant feed into schema markup.
We can help you get started marking up your website.
Our dedicated customer success team will be with you every step of the way. Contact us to learn more!