E-Commerce Schema

Qualify E-Commerce-related content for rich results in organic search

The E-Commerce Case for Structured Data Markup

Marking up content with structured data is one of the “low-hanging fruit” SEO tactics every e-commerce business should adopt. Structured data qualifies your content for rich results which significantly distinguish your organic listings from the competition. This is critical in e-commerce settings where most shoppers have visual preferences and websites need to display as much imagery and interactive content as possible in the search results to increase the quantity and quality of traffic to their pages.

Rich results also help eliminate friction in the customer journey by showing more critical information about a business on the search results page, thereby improving credibility, setting up user expectations, clearly identifying the remaining content on the website, and resolving various questions and pain points in the buying process faster than ever before.

In short, SEO caters to the entire customer journey from awareness all the way to conversion. Structured data markup qualifies your content for the rich results that will raise awareness about your brand and generate more click-throughs to your website.

Infographic of E-Commerce Schema Markup Opportunities

Applicable Markup Types

  • Product markup. Markup as much of your product content as possible to show information like dimensions, size, color, photos, and other applicable elements directly on the search results page. 
  • Ratings and Review markup. Selling a product without reviews and ratings online is difficult. Incorporating ratings and reviews in the search results signals quality and a good reputation.
  • Pricing markup. Most customers are comparison shoppers determining what they want at the best possible price point. Prominently displaying this information in the search results demonstrates good faith and satisfies related queries faster.
  • Video markup. Not everyone likes to read. That’s why it’s important to have videos showing tutorials, product or service demonstrations, and explainers directly on the search results page.
  • FAQ markup. Having answers to the questions of your target audience readily available on the search results page raises your topical authority and increases qualified traffic to your website.
  • Local Knowledge Panel Features. Elements like phone number, hours, address, maps, reservations, ordering, and photos of the business can be listed directly on the search results page. In today’s fast-paced world, displaying all of that information on the search results page offers instant visibility to your brand and obscures ads that would otherwise populate on the right-hand side of the page.  

Frequently Asked Questions

A: E-Commerce schema is a class of structured data markup that informs Search Bots about all the important E-Commerce-related details on a webpage. 

A: If you have an E-Commerce business, it is critical to have structured data markup on your website. This markup qualifies your content for rich results, which give shoppers the ability to research, rate, compare, and even purchase products and services directly on the search results page. These enhanced features create a serious competitive advantage for your business in the organic search channel. Think about it. If a customer is scanning the search results page and sees your blue link enhanced by ratings, reviews, product information, and pricing and the next link for your competitor is barren, which one are they more likely to click into? Those rich results increase click-through-rates to your website and ultimately drive more business to your website. 

A: E-Commerce schema encompasses a number of structured data markup types including product, ratings and reviews, pricing, availability, and business information like logo, name, address, and description among other elements. You want to be exhaustive in accounting for all of this information and including it in your markup to secure Google’s understanding of your website and qualify for as many rich results in search as possible.

A: Adding schema markup, also referred to as structured data markup, to your website is a time-consuming and resource-intensive project. If you are looking for a fully-automated solution, check out Huckabuy’s automated structured data software.

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