Structured data markup for product pages

Structured data markup helps brands stand out beyond Google's traditional organic search results, including image packs, "popular products" sections and "deals.

Types of structured data

Structured data markup resides in your code. Google supports three types of markup for generating rich snippets:

• JSON-LD
• Microdata
• RDFa

Schema.org is a standard way of structuring product information so that search engines can understand it properly. It is also recommended by Google and Bing and is easily understood by non-programmers.

Almost all online stores today use Schema.org for their product pages

This is why the term "schema" has become synonymous with "structured data markup."

Search results

For example, when searching for "buy laptops," Google generates a "Deals on Laptops" section based partly on structured data (and partly on Shopping feeds).

First, it helps to (better) understand the content and purpose of your Web page. For example, using structured data, search engines can distinguish between a page selling mouse traps and an article about mice.

Second, structured data can improve the display of an organic search result, making it more eye-catching. These improvements - also called "rich results" - can include the following:

• Average rating in stars
• Product images
• Pricing
• Availability
• Special offers
• Shipping costs
• Delivery time
• Return policy

Product rich results

Rich snippets not only make organic search results much more eye-catching, but also provide a competitive advantage by showing lower prices, higher ratings and better delivery terms.

For example, when searching for "apple macbook air m3", MediaMarkt's structured data shows affordable pricing options, while Apple displays detailed inventory information.

As a result, rich snippets stand out in search results and are likely to generate more targeted clicks and higher conversions, as buyers land on a website with predetermined expectations.

Greater visibility

Structured data markup helps merchants stand out beyond Google's traditional organic search results, including images at the "popular products" sections and "product sites."

For example, when searching for "buy iphone," Google generates a "Product sites" section based partly on structured data (and partly on Shopping feeds).

The "product sites" section can also be seen at the top of Google in the tabs of the menu bar

If we also take a look at Bing, we see that this search engine handles this very differently and shows much less of this data.

Implementation

Implementing product schema on an online store depends on the content management system or platform. Shopify's App Store contains several free and paid apps for this purpose. Wix, for example, has a built-in solution. With WordPress, you need to download an SEO plugin. A good plugin for this, for example, is RankMath.

Schema for products should be dynamic and requires updates based on inventory. Only experienced developers should attempt to code this manually.

Next, the scheme should be tested and validated once set up. After that, keep an eye on the "Improvements" tab in Search Console to make sure Google can see the structured data and there are no recommendations to improve it. (Search Console only shows the schema that results in rich snippets.)

Organic rankings

Structured data does not directly affect organic rankings, Google has confirmed several times.

However, it can affect rankings by clarifying the content of the page, allowing it to rank better for the right searches at the right time.

Rich snippets of structured data can increase clicks and engagement. Clicks and engagement on the page are confirmed ranking factors.

For example, rich snippets can improve organic rankings by making results more attractive and setting the right expectations for searchers.