The Definitive Guide To

Ecommerce Structured Data

Introduction

Ecommerce stores can instantly boost their search engine optimization performance through the implementation of structured data. Highlight important product information in organic search results for your existing and prospective customers with schema markup, including price, ratings, reviews, shipping information, and more.

Why Structured Data for Ecommerce

Structured is an advanced SEO strategy that helps ecommerce brands drive more quality organic search traffic to their online stores. Capture buyers’ attention at different stages of their customer journey through visually engaging rich results, which display information about your products and services right on the search engine results pages.

What if all your Products looked like this in search? This is a rich result.

Rich results are powered by structured data.

Are you new to structured data for the ecommerce industry? Our guide takes you from strategy to results, with real stories from prominent ecommerce brands. Save a FREE copy to keep for reference.

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Ariat Product Rich Results

Structured Data Drives Results + ROI

Here are three leading ecommerce organizations. Read about their Schema App Experiences driving results from structured data.

Home Hardware Logo

Home Hardware Stores Ltd. is a privately held Canadian home improvement, construction materials, and furniture retailer with over 1100 locations across Canada.

290%
more impressions

190%
more clicks

“Schema has become the future of search and is rapidly evolving. As customers continue to shift their shopping habits, search engine optimization has become even more pivotal to our growing business. Home Hardware is an industry leader in this space and Schema App has made it effortless to stay on top of all the changes.”


– Trevor Heal, E-Commerce Product Manager, Home Hardware

Keen Footwear Logo

Keen is an American footwear and accessories company based in Portland, Oregon. Founded in 2003 by Martin Keen and Rory Fuerst. The company’s products are sold in retail locations throughout the US and Canada and also are distributed worldwide.

20%
year-over-year growth

19
microsites marked up

“I know a lot about Schema, but I don’t have to with Schema App, which is what I think is really amazing about your company.”


– Havalah Gholdston, SEO Manager, Keen Footwear

Whitaker Brothers Logo

Whitaker Brothers Business Machines, Inc. is located in Rockville, MD, United States and is part of the Computer & Office Equipment Wholesalers Industry.

54%
more organic traffic from Google

120%
more organic traffic from Bing

72%
more organic traffic from Yahoo!

“Schema App has absolutely surpassed my expectations in terms of what I thought it could do.”


– Dave Williams, E-Commerce and Marketing, Whitaker Brothers

Further Reading on Structured Data for Ecommerce

Schema Markup for Product Models

Schema Markup for Product Models

Creating schema markup for a single product is straightforward and well documented. But things get more complicated when you’re creating markup for many variations of a product. There are several…
Creating “Product” Schema Markup

Creating “Product” Schema Markup

Adding schema markup to your Product pages will make them eligible for rich results in search, increasing visibility and engagement with the right users. Structured data markup helps ecommerce websites…

What is Structured Data?

Structured data is basically code written in a specific format so that search engines can understand your website content. When search engines read this code, they can display the information with enhanced results in search called rich results.

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’s dynamic schema markup solutions ensure your schema reflects any updates to your content so your rich results are always current.

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.

Here are the essential product markup properties that we recommend:

To be eligible for product rich results in search, Google recommends marking up your product pages. 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 for Product Models

Creating schema markup for a single product is straightforward and well documented. But things get more complicated when you’re creating markup for many variations of a product. There are three common strategies for modeling product variations so you can optimize your markup for search engines.

  1. Simplified and Aggregate Product Offers 
  2. Each Variant as an Individual Offer
  3. Each Variant as a Product Model

Ecommerce Rich Results Examples

You may already be familiar with product rich results which let your customers see the price and availability of your products right on the search engine results page.

Let’s explore some other types of rich results that can help your products or services stand out in search and drive more customers to your e-commerce site.

Continue reading to see the following rich results:

  1. Review Snippets
  2. Frequently Asked Questions (FAQs)
  3. HowTo
Sneakers and Stuff Product Rich Results

Review Snippets for Ecommerce Stores

After 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. If Google finds valid review or rating markup, your content could display a short excerpt of the reviews and an aggregate star rating in search.

Home Hardware BBQ Rich Result

Frequently Asked Questions (FAQs) Rich Results for Ecommerce Stores

Frequently asked questions are a great way to drive more customer engagement for your e-commerce site. Write out questions that you think your customers may query on your website, and then mark up the content with FAQPage Schema to see these FAQs show up in search results.

Highlighter FAQs

HowTo Rich Results for Ecommerce Stores

Another opportunity for customer engagement is through HowTo schema markup. Not only do HowTo rich results show users visuals of step-by-step directions, but HowTo content supports your E-A-T because you’re demonstrating to search engines that you are a trusted source of information for specific activities. Your HowTo content shows prospective buyers how to use the products you sell, or which products are best for a specific activity.

Home Hardware How To Rich Result Mobile

Frequently Asked Questions about Ecommerce Structured Data

What types in the schema.org vocabulary are specific to ecommerce?

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.

Here are the essential product markup properties that we recommend:

To be eligible for product rich results in search, Google recommends marking up your product pages. 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.

How can I measure the success of my ecommerce structured data?

To assess changes in your site’s metrics, consider using Google Analytics. If you’d like more information about search-engine performance and the health of your markup, consider using Google Search Console, SEMRush or the Schema App Analyzer.

What is Google Shopping?

Google Shopping isn’t technically an online marketplace. It’s more of an ad platform where you can advertise your products, providing shoppers an opportunity to browse physical products based on a search query. Google Shopping is also known as a Comparison Shopping Engine (CSE), where shoppers search for, compare and shop for physical products across different retailers.

What is Google Merchant Center?

Google Merchant Center is an online dashboard where you can manage your shop and product appearance and make it available to shoppers across Google. You can upload and maintain product information and your online listings where needed, including pictures and pricing that can be displayed in Google Shopping searches. Google Merchant Center also integrates with other Google services like Google My Business, allowing you to reach potential customers at different stages of their buyer journey.

How do I mark up my products for Google Merchant Center Feed?

It’s recommended that you add new schema markup to your product pages to help Google reliably retrieve up-to-date information, and enable click-driving search features like Automatic Item UpdatesGoogle Sheets Merchant Center add-on, and Product Rich Results. This ensures that you’re set up optimally and simplifies the creation and maintenance of your product feed in search.

Schema App is at the forefront of schema markup strategy and implementation, providing enterprise solutions to some of the top clients across the world. To learn more about our structured data solutions and how we can help you reach your online business goals, contact our expert team. We’d love to hear from you and help you get started!

Are you ready to start converting more customers for your ecommerce website?

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