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E-commerce SEO and Structured Data: Enhancing Your Search Listings

October 31, 2023
Home / E-commerce SEO and Structured Data: Enhancing Your Search Listings

Every website will benefit from structured data, and e-commerce sites are no exception. Structured data essentially helps Google understand your website and what it’s all about. With the right approach to structured data integration, you can benefit from higher rankings in search engines and supplement other e-commerce SEO efforts, paid advertising, and other marketing strategies.

In this post, you’ll learn more about structured data, the specific benefits you’ll get with it, and how you can implement it for product pages and other areas of your site.


What Is Structured Data Markup?


Structured data markup is a means for search engines like Google to better comprehend what a web page is about, helping with search engine optimization. In other words, it gives Google context that might be lacking from other aspects of your page.


Programmer's workplace with computer monitors in office showing schema markups


This structured data could provide search engines with details about all types of elements on your pages, including:

  • Products
  • Reviews and ratings
  • Events
  • Videos
  • Breadcrumb
  • Search and navigation

The key is using the right structured data to mark up your site so Google understands it. The language used for communicating structured data to search engines is typically schema, with guidelines on how to use this markup on Schema.org. Schema dictates what kind of code to use for structured data so that search engines will understand it when crawling your pages.


The Advantages of Structured Data for E-commerce Platforms


Like other types of websites, e-commerce SEO benefits from using structured data and schema markup in numerous ways. Some of the specific advantages of structured data for e-commerce sites include the following:


Higher Search Rankings


One of the principal benefits of structured data for e-commerce websites is the ability to boost your search engine rankings. While it doesn’t do so directly, it can by boosting other engagement metrics that signal to Google that your page is worth ranking.


Search engine result page showing an seo expert with ranking analysis.


For example, by showing people highly relevant content based on their searches and intent, you’ll get more people to click through to your site. In turn, the higher click-through rate (CTR) and longer session durations on your site, along with more overall engagement, will indicate to Google that your site is helpful.


Rich Search Results


Man studies search engine results and looks at the featured snippet and the site rating


Another advantage of using structured data for e-commerce SEO is the chance to optimize your pages’ results with Rich Snippets, product carousels, and more. These items will stand apart from other traditional results and encourage more people to click through to your site. As a result, these kinds of results will lead to the higher search results we talked about.




Woman using phone to shop online.


Structured data can also improve your search results for mobile users, providing these potential customers with a more ideal user experience. For instance, your product images and reviews can be front and center on mobile devices, again helping you differentiate yourself from the competition on search results pages (SERPs).


More Overall Reputability


User gives rating to service experience on a website.


Using structured data to enhance search results and maximize relevancy will ultimately help you build your reputation among your customer base. People will find your content and offerings to be more relevant, and good-looking search listings with plenty of details will convince more people to trust you over less up-front and transparent competitors.


How to Use Structured Data for Your E-commerce Site


With a better idea of what structured data is and how it works, the following is a brief guide on how to implement it for an e-commerce website. Follow these steps to make full use of structured data to improve search listings:


1. Determine the Specific Data Types to Use


The first step is to figure out what types of structured data to target. There are multiple types of structured data you can use for e-commerce SEO, with some of the more pertinent types including the following:

  • Products — This structured data type allows you to display all kinds of information about your products, including their pricing, availability, ratings, and more. People can also see product images in search results.
  • Breadcrumb — This tells Google where each page sits in your website’s hierarchy. For instance, you could have a product page, which falls under a subcategory page, beneath a main category page.
  • Review — You might want to showcase product or business reviews in search engines, in which case you’d use this schema markup.
  • FAQ — People might ask some popular questions about your business, including questions about your return policy, product contents, international shipping, and more.
  • Video — Maybe you have product videos or educational content about your business and offerings, making this markup ideal. This data would detail your video’s thumbnail, duration, description, and date when you uploaded it.


2. Add the Data to Your Website Code


After determining the specific data types you need, you would then add the relevant markup to your HTML code. The markup should be relevant to each page on your site, ensuring Google gets a good understanding of what each page is about.


3. Test the Structured Data


Once you’ve added the code, it’s time to test it to see if it’s working correctly. You can easily do so using Google’s convenient Schema Markup Validator, formerly known as the Structured Data Testing Tool. Also, you can see if you’re able to generate rich results in search listings using Google’s own Rich Results Test tool.


4. Submit the Data to Google


The last step is to submit your structured data markup to Google using the Google Search Console, which will help the platform understand and index it.


Get Help With E-commerce SEO and More from Kore Media


digital marketing professional analyzing business growth


Want to get the best possible results with structured data and other aspects of your SEO strategy? Kore Media is here to help.

We offer a variety of services, from SEO and social media marketing to PPC and web design/development. These services entail implementing structured data across your site and much more.

Reach out to us today to learn more about what we can do for your e-commerce business!