What is structured data (schema markup) and does a store need it?
Definition
Structured data is a standard way of labelling the contents of a page so search engines can understand them, such as a product's name, price and stock status. It is usually written as JSON-LD using the schema.org vocabulary and sits in the page code, invisible to shoppers.
What a store should mark up
Product data with an offer on every product page, organisation details on the home page, and breadcrumbs. Review ratings can be added where they are genuine.
What it earns you
Eligibility for richer search listings that can show price, availability and ratings, and a clearer reading of your product by shopping surfaces. It does not raise rankings by itself.
How to test it
Paste a product URL into Google's Rich Results Test. It lists what it found and what is missing, and a valid price, currency and availability are the fields that matter most.
Frequently asked questions
Does my theme already do this?
Most do, and some leave out fields. Test it before assuming.
Is JSON-LD better than microdata?
Google recommends JSON-LD because it is easier to maintain.