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Structured Data

Structured data is a standardized syntax used to describe page information semantically using the JSON-LD format with Schema.org vocabulary. The goal is to describe similar types of information in a common way (like products, recipes with ingredients, videos, articles, or news stories).

Structured Data

Correctly implementing structured data will not influence your ranking directly, but it’ll enable appearance in around 30 different types of rich search results powered by structured data.

Schema.org and JSON-LD

The syntax for describing structured data can be RDFa, Microdata, or JSON-LD. Right now, JSON-LD is the most used syntax to describe structured data and is currently being supported by the W3C LSON-LD Working Group to be further improved.

Schema.org is a community-driven project focused on creating a common vocabulary of structured data so we all can describe information in the same way. Use Schema.org to find the vocabulary that describes your information and make your web presence more semantic.

Structured data aim to help Google and other crawlers to understand your data, the content of your pages, and subsequently your website better. A bonus is that by using structured data, you get a chance at showing in rich search results.

Structured data for products

Structured Data Testing Tools

When adding structured data to your webshop or website, you can test/write the syntax in one of these: 

Google also has a handy rich results testing tool along with information on how structured data works.

Rich results testing tool for verifying structured data

Structured Data and Headless Approach

You can generally handle structure data through the headless CMS or headless commerce solution you use (in the backend) or static site generator (on the frontend). A structured content document in Crystallize, for example, allows you / can be used to describe your data and/or for Structured data.

Ecommerce Structured Data Examples

The biggest challenge is nailing the type you’ll be using on a page. The best practice is to keep focused and generally use a single top-level Type on a given page. For ecommerce sites, that usually means covering products, local businesses, organizations, and breadcrumbs within Structured data. But it may vary depending on what you have on a page (video data for pages with product videos etc.). 

Here is a basic/classic ecommerce product structured data example:

<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"aggregateRating": {
"@type": "AggregateRating",
"bestRating": "100",
"ratingCount": "30",
"ratingValue": "85"
},
"image": "my-product.jpg",
"name": "My Awesome Product Name" LCD Monitor",
"offers": {
"@type": "AggregateOffer",
"highPrice": "$1000",
"lowPrice": "$900",
"offerCount": "10",
"offers": [
{
"@type": "Offer",
"url": "https://mydomain.com/product-offer/"
},
]
}
}
</script>

The basics you should cover are price, product name, description, product page URL, image URLs of your product, currency, product reviews. Additionally, you can add in-stock / out-of-stock info, category and category URL, color, brand name, etc. Anything featured on your product page can be included in structured data for that page. This will allow you to get a reach result in Google search for desired, product-related keywords.

You can find many more examples at the Google official Structured data documentation.

Structured Data Livestream Workshop

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