5 Most Useful Schema Markups for Ecommerce Websites

A collaborative community activity, Schema.org was launched in 2011 by Google, Bing, and Yahoo! Yandex joined the initiative a few months later.

The initiative aimed at the creation, maintenance, and promotion of structured data on the web. Today, with schema markups, you can structure metadata on your website to help search engines better understand the published content. Schema markups are now considered absolutely necessary for all types of business websites including eCommerce portals.

Once you add schema markups to an eCommerce website, enhanced descriptions of web pages begin appearing in search results. These enhanced descriptions are referred to as ‘rich snippets.’

Although there is no direct evidence that schema markups influence organic search rankings, rich snippets do make web pages appear more prominently in the search results and help improve the CTR (Click-Through-Rate).

Here in this post, we will discuss five must-have schema-markups for an eCommerce website.

1. Product Schema

‘Product Schema’ is a code that showcases basic product details. It helps ensure that Google’s algorithms know they’re looking at a product page (vs. an article, for instance) of an eCommerce website.

Depending upon the type of products sold by an eCommerce website, your product markup may contain information such as color, size, specific dimensions, variants, etc.

Using product markup to enable rich product search results in the SERPs (Search Engine Results Pages) helps you attract potential customers while – 

  • They are searching for a product to buy on Google
  • They are searching for images that include products you sell on your eCommerce website

Image search results in mobile encourage users to explore the product page. A label is displayed on the image, as shown below.

Product schema is typically used either for a product page dedicated to a single product or a shopping aggregator page that showcases a single product with information on various sellers offering it.

2. Reviews & Rating Schema

Approximately 95% of shoppers read online reviews before they make an online purchase. 

Just as having your products reviewed or compared on third-party review sites can improve conversion rate, showcasing reviews/ratings in search results can also help increase the CTR (Click-Through-Rate).  

Adding reviews and/or ratings to your product schema provides much needed ‘social proof’ to potential buyers.

Google shows ‘trusted reviews’ from other review-sites where a product has been reviewed. On many occasions, product reviews from specific URLs are featured. However, if your product is being reviewed or compared on another website, you can have it as part of the review/rating schema.

There’re many ways you can update reviews/rating schema for your eCommerce website. Once Google successfully validates reviews/ratings’ markup for your product pages, it may display a rich snippet (as shown for the PlayStation 4 example above) in the search results.

Just having a simple star rating can help increase potential customers’ interest in your product.

3. Price Schema

After product reviews and ratings, it’s pricing information that shoppers rely on for making purchase decisions online.

This schema markup allows you to feed pricing information to the SERPs.

In the example search result below, the product price range is displayed for a potential customer’s convenience.

Price schema can include information on discounts, price range, % drop in the price, and other such information to motivate a searcher to click on the web page, once it appears in the SERPs.

4. Product Availability Schema

For online shoppers, finding a perfect product only to learn that it’s sold out or currently unavailable, can be quite frustrating.

If someone has to leave a product page on your eCommerce website just because the product is unavailable, they may never come back or intentionally avoid opening your web pages when they appear in the search results.

Therefore, it is a good idea to push this information through product availability schema. This way, you can alert potential customers about the availability of a product before they click on a page.

If your eCommerce website experiences an unusually high percentage of ‘soft bounces,’ adding this markup can help fix the problem to some extent. ‘Soft bounces’ happen when a user browses your web pages but doesn’t convert.

5. Video Schema

Not all products require a video demonstration but some do.

For instance, if you’re selling t-shirts, you do not require explainer videos.

However, if you’re selling tools that potential customers would want to see ‘in action,’ having video thumbnail as a part of rich product snippets can significantly increase the CTR.

Videos appearing in rich snippets can create engaging dialogue, explain how the product works, grab user attention, and help potential buyers connect with the brand.

Creation and dissemination of product videos and explainer videos are among the hottest content marketing trends; with video schema, your existing product/explainer videos can be used to market products on your eCommerce website on the SERPs.

Adding both ‘availability schema’ and ‘video schema’ for an eCommerce website is a somewhat complicated process. You will need to have an experienced eCommerce website developer onboard.

How to check if Schema Markups for Your eCommerce Website Are Working?

You can use Google’s Structured Data Testing Tool to check if schema markups for your eCommerce website are working. You just need to enter the URL or HTML code and hit the ‘Preview’ button. Ask your developer to edit anything that doesn’t work.

FTC Disclosure: This site contains affiliate links to products & services and we may receive a commission for purchases made through these links without any additional cost to you.

About the Author Simon

Author Bio Simon Mikail is one of the founders and head of operations at 405 Ads. Simon serves as an online marketing manager to businesses and agencies worldwide. His overall business and marketing experience has helped hundreds of business owners get their presence done right when it comes to today’s online world.



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