Learn How to Add Structured Data to Boost your Store's SEO

Structured Data For Shopify

This is a complete guide to Structured Data in Shopify that includes:

  • What is Structured Data?
  • How to add a Structured Data Markup to your Shopify Homepage?
  • How to add a Structured Data Markup to your Shopify Product Pages?
  • Structured Data Tips
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What is Structured Data?

 

Structured data is the structured search results parameters that you see on google, such as links, explanations, names, places, social profiles, creators, writers, etc. That is also known as the markup of your schema.

You can use this testing tool to see if your structured data is set up: https://search.google.com/structured-data/testing-tool/

Let’s cut to the chase. You know it’s important, and you know why. In any case, you don’t, check out our Ultimate Guide to Structured Data For Shopify. But HOW do you set up structured data?

The steps below are for Shopify because Shopify does not come equipped with easy ways to add structured data to your posts/pages/products like many other websites. Don’t let that small detail stop you from reaching great heights on Google! These basic steps can be applied to any platform you have access to at the front-end.

 

How to add a Structured Data Markup to your Shopify Homepage?

You should add 2 data types to your homepage:

WebSite

Schema.org defines 'WebSite' as a set of related web pages that usually share the same domain. You have to include the following properties in the WebSite data type:

  • URL - your website's URL
  • target - "Indicates a target EntryPoint for an Action" (source: schema.org)
  • query-input - this is a text search deep link with -input that inlines "the resulting value of -input properties into action URLs" (source: schema.org)
Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Organization

For example, Store, SportsOrganization, Corporation, LocalBusiness, BikeShop, BookStore, WorkersUnion, hardware store, etc. Note that the more specific the Organization type is, the better. You have to include the following properties in the Organization data type:

    • name - your Shopify store or website's name
    • url - your website's URL
    • description - a description of your business (who you are, what you do/sell, how your product/service benefits customers, etc.)
    • logo - Google displays your logo in search results and in the Knowledge Graph
Shopify - Learn How to Add Structured Data to Boost your Store's SEO
  • image
  • sameAs - links to your social media profiles (Facebook business page, Twitter profile, YouTube account, Instagram account, etc.)
  • address (PostalAddres) - streetAddress (street and number), addressLocally (city), postalCode, address Country (country)

You can also include a price range (priceRange), contact information (e.g. a phone number), geolocation, and more.

Here’s a visual:

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Site Navigation Schema Markup

The SiteNavigationElement markup can help increase search engines’ understanding of your site structure and navigation and can be used to influence organic sitelinks.

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

In this case below, we’ll show you an Organization markup to the HulkApps homepage.

You may need additional technical help in case you’re not well versed with schema markup.

1. Create a JSON file for the Organization schema markup

Here’s the JSON file that your technical expert will create for you and in our case, our in-house Shopify experts have created for our site:

                    <script type="application/ld+json">
                    {  
                        "@context": "http://schema.org",  
                        "@type": "Organization",  
                        "url": "https://www.hulkapps.com",  
                        "name": "HulkApps",  
                        "logo": {  
                        "@type": "ImageObject",  
                        "url": "https://cdn.shopify.com/s/assets/no-image-2048-5e88c1b20e087fb7bbe9a3771824e743c244f437e4f8ba93bbf7b11b53f7824c_200x.gif"  
                        },  
                        "sameAs": [  
                        "https://www.facebook.com/hulkcode",  
                        "https://twitter.com/hulk_code",  
                        "https://www.instagram.com/hulkcode/"  
                        ]  
                    }  
                    </script>
                

2. Test the schema markup

You can use the following tools to check if your pages are marked up correctly and you’re eligible for rich results:

The structured data testing tool allows you to test URLs or code snippets. In this case, we will use the code snippet testing.

Shopify - Learn How to Add Structured Data to Boost your Store's SEO Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Run Test

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Note that if the Structured Data Testing Tool detects an error, you must fix it as it might (and probably will) hurt your rankings. Warnings, on the other hand, are not something you should lose sleep over - usually, warnings refer to recommended properties you could include in your markup.

Similarly, you can test your schema with the Rich Results Test tool. Here’s how

Use the code snippet test

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Paste the schema & test the code

Shopify - Learn How to Add Structured Data to Boost your Store's SEO Shopify - Learn How to Add Structured Data to Boost your Store's SEO

3. Add the schema to the theme.liquid file of your Shopify store.

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

4. After adding the schema file, it takes a couple of days to crawl the schema markup and showup the schema in the SERP.

Apart from that, there are certain myths about structured data & schema markups and we’ve decided to burst them all. Check out the next article here and find out what all myths people carry around while dealing with Structured Data & Schema Markups.

Moving further, let us walk you through the ways of adding Structured Data to your product pages.

How to add a Structured Data Markup to your Shopify Product Pages?

You should add 3 data types to your product pages:

  • Product
  • Offer
  • BreadcrumbList

Product

The product type describes the product itself, along with its size, SKU, barcode, etc., the offer type describes a product variant. You need to have one type of product and at least one type of offer for each variant of the product. If you don't have variants for a product, you will have that product's price, SKU, barcode, etc. as its properties. These properties are added in Shopify as a default variant, and you can use this variant to create your type of Offer.

Required properties

  • name - product name
  • image - imageObject or URL of the product photo
  • offers - product variants

Recommended properties

  • productID
  • aggregateRating - the average review score of the product
  • brand
  • description
  • review
  • sku - a unique Stock Keeping Unit of the product
  • gtin8 / gtin13 / gtin 14 / mpn / isbn - global identifiers, or unique product identifiers

The following recommended attributes are relevant for you: productID, brand, mpn (Manufacturer Part Number, MPN), and gtin (Global Trade Item Number, GTIN). That will help Google match your product search queries.

In Shopify, the GTIN is referred to as a barcode and you can add it to your product variants. The GTIN is also your productID and can also serve as an MPN.

Offer

Required properties

  • availability (e.g. InStock, OutOfStock)
  • price
  • priceCurrency

Recommended properties

  • itemOffered
  • priceValidUntil (in ISO 8601 date format)
  • url (the URL of the product page)
  • itemCondition
  • sku

BreadcrumbList

Adding breadcrumb markup to your product pages is a good practice. This will help Google understand and categorize the information on its product pages better. The markup for breadcrumb will contain the type BreadcrumbList. The type BreadcrumbList should contain at least one type ListItem. The category ListItem should have the following properties in it:

  • position
  • item
  • id
  • name

Follow the same steps mentioned above to create a JSON file. Here’s a representation of a product in JSON-LD that would show up on a product page.

                <script id="productLd" type="application/ld+json">
                {
                    "@context": "http://schema.org/",
                    "@type": "Product",
                    "name": "Shopify Structured Data for E-commerce",
                    "image": "https://cdn.shopify.com/s/files/1/1564/7647/products/StructuredDataforE-commerce_600x600.jpg?v=1587479185",
                    "sku": "",
                    "description": "In an SEO setting, &quot;structured data&quot; ordinarily alludes to actualizing a few sorts of markup on a webpage, in order to supply extra detail around the page’s substance. This mar...",
                    "brand": {
                    "@type": "Thing",
                    "name": "HulkApps"
                    },
                    "offers": {
                    "@type": "Offer",
                    "priceCurrency": "USD",
                    "price": "149.0",
                    "priceValidUntil" : "2020-08-19",
                    "url" : "https://www.hulkapps.com/products/structured-data-for-e-commerce",
                    "availability": "http://schema.org/InStock"
                    },
                    "review": {
                    "@type": "Review",
                    "reviewRating": {
                        "@type": "Rating",
                        "worstRating": "0",
                        "ratingValue": 5,
                        "bestRating": "5"
                    },
                    "author": {
                    "@type": "Person"
                    }
                }
                }</script>
            

Test the schema using the tools above and add it to your theme.liquid file in your Shopify store.

Here’s a visual of the output:

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Similarly, you can add different types of schemas to your collection pages, articles, etc. With that said, we also would like you to know that Structured data use is increasing. Here are some of the top benefits of structured data, including higher click-through rates, greater search visibility, and voice search domination.

Higher CTR

Having rich snippets show up for your products in the SERPs is a great way to increase click-through rates and draw more attention to your listings, especially if you have great product reviews.

More Conversions

Having rich snippets can also increase your conversion rates because if more people see your listings and the listings are positive, the likelihood that they will buy from you will increase.

For employment sites, since Google launched Google Jobs and companies like ZipRecruiter have implemented structured job data, their jobs are getting more exposure and conversion in Google jobs by showing up for relevant queries

Get Features Snippets & Be the Winner for Voice Search Queries

Getting featured snippets is the Holy Grail for SEO. Your site will appear at the top of the search engine result page, before the organic listings. Having structured data isn’t a necessity, but it could sometimes help you earn a featured snippet. This can improve your click-through rates and drive more traffic.

Voice search results are pulled from featured snippets. This means you can be the only result for a voice query because Google uses those results for verbal answers.

Structured Data Tips

Unfortunately, with SEO, some things are often abused.

Don't become spammy when using your structured data. Only use structured data that is relevant to your content.

If you don't follow this rule, you may receive a spammy structured data manual action from Google, which would result in your structured data not being shown in the SERPs until you have cleaned up your site and the manual action has been lifted.

Shopify - Learn How to Add Structured Data to Boost your Store's SEO

Also, make sure you have updated structured data. Things change all the time and new things are constantly coming out from a structured data perspective.

Job postings are a good example of this. You must set an expiration date for the posting.

Because this is sort of new, sites that don’t have this will get an error message in Google search console, so make sure you stay on top of this.

Conclusion

Don’t ignore structured data. Organic search is getting increasingly competitive. Any additional information you can give to search engines can help:

  • Increase your click-through rates.
  • Improve your search engine visibility.
  • Show up in the Knowledge Graph, featured snippets, and voice searches by helping machines solve for user intent.

More Structured Data Resources

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