E-commerce and online stores are getting more competitive each and every day. As the competition rises so does the need to stand out from the crowd and employ more technical marketing strategies. SEO, search engine optimization, is a key part of any marketing strategy for any successful e-commerce business. There are thousands of different variables that can lead to a successful SEO campaign and long-term website growth but an often overlooked aspect of SEO is structured data, especially structured data for products.
In this article, we will go over what structured data is, how it affects SEO, how product pages can especially benefit from structured data, how to create structured data, and how to add it to your product pages to improve your online e-commerce store.
What is Structured Data?
Structured data refers to organized and formatted information that is designed to be easily understood by search engines, making categorizing and highlighting certain pieces of information on a page much easier.
Structured data provides a systematic way of organizing data by categorizing and labeling specific elements within a dataset. It also follows a consistent and predefined schema, making it highly organized and accessible.
How can E-Commerce Websites Benefit From Structured Data?
For e-commerce businesses, structured data plays a crucial role in providing valuable information about products, services, and other relevant details to search engines and online platforms. In particular, e-commerce websites can use markup languages, such as JSON-LD and Schema.org, to annotate data with meaningful tags and attributes.
By leveraging structured data, e-commerce store owners can unlock a plethora of benefits. It enables better product categorization, facilitates rich snippets in search results (including reviews, ratings, and pricing information), enhances the accuracy of search engine indexing, and improves the overall user experience.
Structured data is the backbone of efficient data organization and communication between search engine crawl bots and human eyes. By implementing structured data you can elevate an e-commerce store’s visibility, credibility, and ultimately, its success in the ever-evolving digital marketplace.
How does structured data affect SEO For Ecommerce Websites
Structured data has a profound impact on the field of search engine optimization (SEO), revolutionizing the way search engines interpret and display information from websites. By providing a clear and organized structure to your data, structured data significantly enhances your website’s visibility, relevance, and overall SEO performance.
When search engines crawl and index websites, they rely on various signals to understand the content and context of each page. Structured data acts as a powerful signal, providing explicit information about specific elements on your website, such as product details, reviews, ratings, prices, and more. By implementing structured data markup using formats like JSON-LD or Schema.org, you essentially create a road map for search engines, enabling them to understand and categorize your content more accurately.
With structured data, you have the opportunity to enhance your listings with rich snippets, such as star ratings, product availability, and pricing information. These eye-catching elements not only make your listings more appealing but also increase the chances of attracting clicks from potential customers.
By implementing structured data markup, you unlock a treasure trove of SEO benefits, ultimately driving more organic traffic, improving user engagement, and propelling your website higher in search engine ranking results.
How to Create Structured Data For Product Pages
There are many ways to create structured data for your product pages. Depending on what platform you built your ecommerce website on you may want to use a different approach to implementing structured data.
Some CMS systems like WordPress allow you to install plugins to automatically create and add structured data to your website’s product pages. For example, Yoast’s premium plugin has options that integrate with the Woocommerce WordPress plugin to automatically create structured data for every product on your website.
If you are able to add custom code between the header tags of your website you can create structured product data on schema.org. Schema.org provides a comprehensive vocabulary of structured data types that you can use to describe different elements on your product pages. Identify the relevant schema types for your products, such as “Product,” “AggregateRating,” “Offer,” and “Review,” and incorporate them into your HTML code. Be sure to specify attributes like name, description, price, availability, and ratings using schema markup tags. This helps search engines understand and interpret your product data accurately.
Schema.org will work with almost any website and is often a first goto for anyone looking to add structured data to their product pages and e-commerce website.
How Can You Make Sure Your Structured Data Works?
Once you’ve implemented structured data on your product pages, it’s crucial to validate its correctness and effectiveness. Google has developed its own structured data debug tool you can find here. This tool provides insights into any errors or issues with your markup, allowing you to rectify them and ensure the accuracy of your structured data.
Alternatively, by setting up Google Search Console you can monitor the health of all structured data across your website as well as monitor your site’s performance in search results giving you real-time insight into its growth.
To learn more about how structured data can improve your product visibility check out the rest of our blog.