Structured Data

For each product, various attributes can be specified: product image, manufacturer, model, color, height, width, weight, detailed product description, rating, manufacturer's name, etc.

structured data

In addition to providing search engines with better insights into the indexed content, the exposure of our search result itself is improved. Consequently, we may get an additional click on the content. The more visitors click on the link, the better it will be ranked on search engines.

We describe the product attributes within the <span> ... </span> tags, and the type of attribute is determined by the itemprop attribute. The list of all attributes that can be used is available at the following link:

https://schema.org

Example of usage:

structured data example

HTML source code with the product description can be tested using Google's Structured Data Testing Tool.

Frequently Asked Questions

What is structured data and why is it useful for SEO?: Structured data (Schema markup) is a standardized format for marking up page content that helps search engines understand context. For online stores, the most important are Product schema (price, availability, reviews), BreadcrumbList, and FAQ schema.
What are rich snippets and how do we get them?: Rich snippets are enhanced displays in search results - star ratings, price, availability, FAQ answers directly in Google. We get them by implementing appropriate Schema markup tags on the page. They increase CTR by 10-30%.
How do we implement Schema markup in Magento?: Magento 1 and 2 have basic Schema markup already built in (Product schema). Extensions like Mirasvit or Schema App enable more detailed implementation. For FAQ schema, a manual or extension-based approach is required.
Is JSON-LD or microdata a better approach for Schema markup?: Google recommends JSON-LD - it is easier to maintain (in the head section, separate from HTML content) and does not require changes to the HTML structure. Microdata (attributes directly in HTML) is outdated but still valid. We recommend JSON-LD.
How do we verify that Schema markup is correctly implemented?: With Google's Rich Results Test (search.google.com/test/rich-results) or the Schema.org validator. Both tools show whether the markup is valid and which rich snippets will appear in Google.