Before diving headfirst into the numerous ways in which Shopify schema markup can enhance the visibility of your products, let us begin with an overview of what product schema actually is.
Essentially, the kind of structured data that enables search engines to comprehend the content of your website is what is known as product schema.
Search engines like Google also make the use of schema in order to generate rich snippets, which then in turn increases the visibility of your products in search results.
For instance, in the context of e-commerce websites, Google specifically utilizes product schema in search results of images to display the price, availability, and even ratings of a particular product.
Not only does structured schema markup provide information to search engines about your website, but it may also provide detailed information regarding your business.
For example, it can provide Google with details about your business address, founder, logo, contact information, and the social media pages connected to your company.
But Why Does Google Need Schema Markup Information?
A question that may cross your mind is why is it so important for Google to be able to access all this information about your brand and your products?
And what is in it for you?
Don’t fret– we have got you covered!
Basically, structured data can benefit you in numerous ways. The primary one being providing Google with a better understanding and interpretation of your brand.
This is necessary because only if Google understands your content, it will be able to display it in front of the audience in a manner that is not only detailed but reliable as well.
It increases the chances of your product being put in front of a customer who is searching for information or products that are relevant to your business.
Another way in which Google can utilize the schema markup for your product pages is by creating automated product feeds for your Google Shopping Ads, which again, is quite beneficial for your campaign.
Now that you are somewhat convinced about the importance of product schema markup, we can move on to the process of implementation. Before providing you with the step by step guide on how to implement it, however, there are two aspects you need to consider beforehand:
- Before implementing the product markup, make sure that your main pages are defined. The main pages types for Shopify are the homepage, the product, and the collection page, the blog as well as the article pages. Ensure that these pages are well defined.
- Secondly, you need to also define the types and the properties of the schema.org you will need to add to each page of your Shopify website. The pages again, being the homepage, the collection page, products, blogs, and article pages.
Once you have addressed the above-mentioned concerns, you can then move on to the actual process of implementing schema markup on your website.
There are two ways to add product schema markup to your Shopify website; you can either add it manually or use the Shopify plugin.
For details on the implementation process, resort to this detailed, step-by-step guide on how to add schema markup to your Shopify store.
Basically, schema markup is what pushes all that neat and valuable data about your product right into Google search results. Of course, that data does need to be in a special language so that the search robots know how to comprehend it.
Let’s now go over some of the most commonly used and useful e-commerce categories for structured data markup.
Common E-commerce Categories for Markup:
To rank better in SERPs and do better in business, make sure you appropriately mark these categories:
The price of your product, of course, is valuable information that any searcher would want to know. Make sure to conduct a marketplace analysis and set a market competitive price point.
What are your competitors charging for similar products or services? Make sure you know this information, because chances are, your audience will also know. Also, keep updating the price; has it changed? Is it on sale? Are any discounts or deals available?
If you want to increase the visibility of your products in search results and want to increase organic traffic, make sure you send in this structured data.
The availability of your product is another useful information that potential customers need to be aware of. Is it in stock? Or will they have to wait for it to be restocked?
Chances are, in the latter case, they may resort to other brands offering similar products. In order to influence their decision to pick your brand, make sure you let them know that your product is available and in stock.
Furthermore, it also helps the consumer to know how many products you have left in stock. For example, if you now have only 3 limited edition shoes remaining in stock, the consumer may make the decision faster and choose to make the purchase. This useful nugget of data can help you establish your brand position in the marketplace.
Details about the Product
It is also imperative to include all essential product details that your consumer would want to know. For example, size, color, weight, etc. This can be easily set up in your Shopify admin and can be structured for Google robot visitors of any kind. Such details are essential as they help the consumer make the decision to purchase the product instead of spending time looking for the details.
Another structured data that can be included in the stock-keeping unit (SKU) of each product in stock. It may not sound very useful right now; however, the Google Merchant Center requires each product to have a structured-data-encoded unique identifier.
Yes, consumers are interested in what you have to say about your product; however, they are also interested in what other consumers who have bought your product feel about it.
In fact, customer reviews are the first thing any shaky consumer looks to before making a decision to purchase the product. You need to pull aggregate data of customer reviews and place it into your search engine results as doing so has a drastic impact on conversions and click-throughs, increasing them significantly.
You consumers want to know that you have the products they need, but they also want to know what kind of customer journey they are in for!
Local Business Listing
Make sure you list your business. If your brand crosses the online realm and into the offline as well, ensure that that particular data is structured. When you set up your business address, it will sync Google Maps with your offline store and make it easier for consumers that are closeby to discover, reach and visit your store.
Providing structured data on the above-mentioned categories is essential to increase your product visibility, and consequently, enhance your sales and conversion rate.
There are, however, some more tips on the utilization of schema markup that can take your e-commerce store to unparalleled heights!
A few Tips and Tricks!
The world of schema markup is enormous, but it does not have to be daunting. Here a few tips and tricks that equip you with a deeper understanding and can help you navigate this big world easily.
- It can be beneficial to find the schemas that are most commonly used in your particular industry. Conduct in-depth research and you can easily uncover lists of schemas that are the most popular and well suited for your kind of business. Make sure you use those!
- There is no such thing as too much markup. The marketplace is full of types of markups. Find all the ones that are relevant, and do not be afraid to use them all. In fact, the more content that you can markup, the more beneficial it is for your search engine visibility and your consumers.
- This brings us to the next point, which is to only markup the content that is actually visible to the visitors on your webpage. Refrain from marking content that is hidden in page elements.
Adding Shopify Schema markup on your e-commerce store is extremely essential as it enables search engines like Google to better understand the content of your website.
This better understanding of content then enables Google to display your products or services in relevant search results, enhancing your visibility drastically. So in order to reach consumers and increase conversion rates, adding schema markup is important.