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Schema markup also known as structured data, is a type of code that helps search engines to understand your website. Using the schema markups, you can give a more clear and concise map of your website to search engines.
Schema markup is valuable for businesses of all sizes. It helps Google find and identify what is on your website page. By utilizing e-commerce schema markup, you can make your product stand out in the SERP, attracting more potential customers and boosting online visibility.
There are various schema markups are available, such as product schema, price schema, breadcrumb schema, availability schema, FAQ schema, article schema, and others. In this blog, we will discuss the top e-commerce schema markup you need for your website.
So let’s get started.
1. Organization Schema
Organization schema gives your company information to search engines that improve local visibility. It helps search engines to understand your company. The information you can include in the organization schema are:
- Business Name
- Address
- Company logo
- Area Served
- Founder
- Award
- Brand and so on
With most people shifting towards online shopping, schema markup becomes imperative for all business entities, including local businesses, large corporations, and organizations. You can hire an E-commerce SEO agency to optimize your company information for search engines.
2. Product Schema
E-commerce product schema is the most common type of schema markup for businesses. It helps Google recognize your product and display it on search engine results. A product schema includes elements like:
- Color
- Dimension
- Brand
- Category
- Logo
- Offers
- Product ID
- Alternate Names
- Description
- Image
- SKU
- Slogan and many more.
You can use e-commerce schema markup for products and a group of products. Crafting a schema can be daunting for non-coders. However, tools like Google Structured Data Markup can make this process easier. In addition, hiring an SEO agency for an ecommerce store can solve the problem as they will seamlessly integrate structured data into your website.
3. Price Schema
Price plays an important role in the customer decision-making process. Almost 60% of customers prioritize price when making buying decisions, and 90% look for the best deals online to avoid overpaying. People always looking for the best deals within their budget. Hence, it’s crucial to provide pricing information upfront.
Integrating the e-commerce schema markup is the best way to effectively input the price, offer price, discounts, price drop, unit item price, and more using text or number formats. Additionally, you can also use Google Structured Data Markup Helper to specify the price of your products in search engine results and attract more potential customers.
4. Review Schema
97% of consumers say that customer reviews influence their buying decisions. In the hierarchy of factors, reviews and ratings hold the second position after product quality and pricing in customers' decision-making process. While comparing the search engine results, it is evident that reviews and ratings make a greater appeal to customers, making it a credible factor for customers buying. If your product has a review and ratings, it will surely have a positive impression on customers. In the case of products, people share their experiences, either positive or negative, which helps potential buyers to make buying decisions.
5. Product Availability Schema
A user clicks on the product search results and turns up on your website to see your product is stocked out. It’s not just a missing sale opportunity but also a failed opportunity to retain that customer. They may come to your site because of the pricing, rating, and reviews on rich snippets and are already halfway to the final decision-making. It’s evident that you can’t magically restock the product, but you can provide upfront information that the product is out of stock. The user can swiftly move to the other options, add the product to the wishlist, and buy it when available. This way, you will avoid wrong impressions and more likely gain potential customers who will return to your website.
Integrating product availability schema is crucial to improving your page's search results and providing valuable information to users before they click through your website. Product schema is also helpful in showing preorder information, coming soon, pre-sale sold out, and more on the rich snippet.
6. Video Schema
Undeniably, video is one of the most potent ways of obtaining information. Videos are engaging, entertaining, and easy to consume while providing information. Currently, people are used to watching videos before buying any products or services and making their decisions accordingly. 70% of people believe that product videos infuse greater confidence when making buying decisions.
Having a video on e-commerce websites, either an explainer video or tutorial, can increase the click-through rate. But the benefit of video schema doesn’t end here. It also improves the visibility of your website, showing video thumbnails and search results. Having a video schema also increases the chances of engagement with your customers. Moreover, video schema can address customers' common concerns, such as product discrepancies upon delivery.
Product Markup Best Practices
Here are the best practices to follow while implementing product markup on a webpage:
Put Structured Data in Initial HTML
Google recommends that ecommerce businesses should put the product markup in the initial HTML. This helps search engines find your product and understand it effectively. A better understanding of the product helps you get a better rank and appear right in front of the target audience.
Be Careful with JavaScript Markup for E-Commerce Sites
Be careful while using the JaveScript-generated markup for your ecommerce store. Google says websites should make sure their servers can handle more visits from Google's bots. If your site uses JavaScript to show product info, Google's shopping crawlers visit your site less often and consider it less reliable.
If your markup is dynamically generated, it could lead to Google crawling your site less often, which means updates on product availability and prices might not be reflected quickly. So, this became especially important if you have fast-changing info like stock levels or pricing.
Conclusion
E-commerce schema markup is a powerful tool for e-commerce businesses to navigate the digital landscape effectively and gain an advantage over others. E-commerce Schema markup can initially be daunting for beginners, but tools like Structured Data Markup Helper and Structured Data testing tools can streamline the process. However, it's also important to note that these tools will not support specific schemas, such as Product Availability Schema, requiring manual installation. If you want to improve your online presence by implementing effective schema markups, contact DIGITECH India.
