Guide to structured data: what it is and how to optimize it for your online store


One of the most common errors in all online stores at the SEO level is the lack of use of structured data and its correct implementation.

Today these types of problems are “easy” to solve thanks to the number of existing applications for eCommerce CMS such as Shopify, WooCommerce, Prestashop and many others that allow us to apply the correct Schema.org markup without touching any line of code.

And this is where you have the opportunity to apply an SEO improvement on page to your eCommerce without much technical dedication and I assure you that your competition is not executing correctly.

But as always let’s go by steps and see what it consists of 🔎

What is structured data

Structured data is a piece of code that is added to your web page to provide more information to search engines about the type of content that we are offering to our potential customers.

This data helps Google better understand your content and, as a consequence, position you better in its search results by creating Rich Snippets or enriched results. A VERY typical case of these data can be found in the recipe sector:

straight structured data

These are the “Rich Snippets” formed by the recipe structured data, and that appear like others at the TOP of the results before the typical blue links. Surely now you have already seen the great potential… but let’s go into detail.

In general, structured data is not specific to e-commerce (as we have seen with recipes), but there are some types that are specially designed for its use and that we are now going to analyze. I assure you that they will help you get more organic traffic. 👇

Structured data for eCommerce product example

What are the benefits of structured data for SEO?

They will simply help you improve the CTR of your online store, since the impact of structured data lies in the snippet of a URL (visible result of a URL).


Snippet Example

ecommerce structured data

In the case of the image of our client Tradeinn with Bikeinn we can see the correct implementation of structured data for products.

With what as users allows us the direct visualization of relevant data of the products that collects the structured data of the product sheet (which we will see later) where to establish evaluations, price and availability… very relevant data to take into account in a process shopping.

structured data benefits

This information allows us to draw the user’s attention and as a consequence improve the CTR (increase clicks) which helps us increase our position in the rankings.

What types of structured data are most common for eCommerce

Below I will list the most common and interesting types of structured data to apply to your eCommerce from today.

1. Structured data of “Local Business”

Through these data we will offer all the information related to our business to Google, thus guaranteeing our existence and veracity, taking into account increasingly the relevance of the EAT factor in eCommerce and its positioning in the search engine. On the other hand, do not miss the opportunity to carry out these actions and more if you are a local business or have physical stores:

Register your company directly in Google My Business
Record physical store locations and store codes so that Google Merchant Center

If you want more information here you have the official Google documentation for the implementation of Local Business

localbusiness structured data

2.Structured product data

This is one of the most characteristic and powerful structured data for eCommerce. Since it allows you to obtain greater visibility on one of the pages with the most transactionality in our business: The product sheets.

structured data product sheets

A clear case is the visibility that Amazon is obtaining for one of the products with the most searches in the sports sector: “Garmin Forerunner 245”. If we analyze the structured data of the file, we find the following:

structured data of product sheets

Although there is room for improvement, Amazon is being visible for the main data of customer interest and for this reason it manages to attract more clicks than the competition.

If you want mImproving SEO for your product sheets You may be interested in the SEO guide for products that I am updating with good practices that I detect in my day to day life as an SEO consultant. I also leave you the complete documentation on how to implement structured product data.

3. Step-by-step manual structured data – “How To”

This type of data allows us to detail the steps to follow to carry out a specific action. Very useful for those products that require an assembly phase (Ikea Furniture) or method of use of a specific product (Food or Parapharmacy)

structured data how to

To help Google show a rich result for the instructions of the products you sell in your online store, here is the complete documentation.

4. FAQ Structured Data

By means of this type of marking we will be able to obtain a more useful SEO content that we usually create in the eCommerce categories.

FAQ Structured Data

With this we will have the opportunity to reuse the content so that it is visible in the search results and help the potential customer by resolving doubts about the products in the category in addition to the main benefit: being more visible in the SERPs for the URLs that usually provide more organic traffic in eCommerce and businesses.

structured data faqs

A very clear example is product customization eCommerces, where the customer may have doubts about the customization operation of a product until its manufacture and shipment.

structured data for ecommerce categories

In this case for this eCommerce we implement the FAQ structured data to increase the visibility of the category snippet with 2 questions related to product customization.

Here you have the official documentation of Google to implement the structured data of faqs

5.Breadcrumbs structured data

This type of markup will help Google understand the architecture of our online store, in addition to introducing the paths in the search results.structured data breadcrumbs

In the previous case we can see how our Sklum client is in the top 1 for chairs through the eCommerce category where the route of the hierarchical breadcrumbs of the product catalog is marked: “Home > Furniture > Seats”

If you want to know more about its correct implementation, consult the documentation on navigation route

6. Structured data from website searches

It will allow us to increase our visibility in the SERPs for the main page, thus facilitating the use of the search engine directly from Google without the need for the user to enter the home page arriving in a single click to a product sheet.

structured data from website searches

A clear example is the correct implementation in the case of Leroy Merli, where when we search for their brand we can see how the search engine is displayed below the Google meta description.

See Google’s documentation on search markup to add structured data properly 😉

7. Video structured data

Videos are becoming more and more important for displaying products in eCommerce, this is nothing new. The correct implementation of this data can help Google to present videos in search results.

video structured data

For more information, see How to get your videos to appear on Google with Schema markup.

How to know what structured data an online store has

A trick that I usually do to keep up to date with the use of structured data for an eCommerce and analyze its correct implementation is to analyze other stores that are doing it very well. In this case our client is executing the structured data well, but we can detect possible optimizations thanks to the structured data tool.

analyze structured data

This allows us to analyze ANY eCommerce and detect the structured data in operation and possible optimizations.

structured data for ecommerce


In summary, structured data will allow you to increase visibility in Google results and as a consequence, achieve MORE organic CLICKS. Do not miss the opportunity and start executing today these structured data in your eCommerce.

If you still want more, I recommend you check the official Google documentation about it 😉

If you have any questions, do not hesitate to write it in the comments, I will be happy to help you!

Until the next article 😉

Image: Depositphotos

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