Structured data for your store

Structured data is information about a page written in a standardized format and with a shared vocabulary, such as Schema.org, so a search engine or another program knows what the page contains without deducing it from the text: that a product page sells a specific product, at what price, in what currency and whether it is in stock.

Schema.org is a shared vocabulary for describing things on the web (products, offers, organizations, people, events) with types and properties that have fixed names, maintained by a community project founded by Google, Microsoft, Yahoo and Yandex.

Schema markup is code added to a page to describe its content with the Schema.org vocabulary, written in JSON-LD, microdata or RDFa, so a search engine knows what the page presents (a product, an offer, an organization) and with what data.

JSON-LD is a W3C standard format for writing linked data in JSON.

Microdata is a syntax in the HTML standard for writing structured data inside a page's own tags, with attributes such as itemscope, itemtype and itemprop, so the text the visitor sees is also the value machines read.

RDFa (Resource Description Framework in Attributes) is a W3C specification for writing structured data with attributes inside the HTML itself, such as vocab, typeof and property, so that the visible text of the page is also the data machines read.

Product is the Schema.org type that describes a specific product or service being offered: its name, its image, its brand, its identifiers and its features.

A SKU (Stock Keeping Unit) is the code a store assigns to each product, and to each variant, to track its inventory and sales.

The GTIN (Global Trade Item Number) is the number that uniquely identifies a trade item worldwide, with 8, 12, 13 or 14 digits, according to the GS1 standard.

The EAN code (European Article Number) is the barcode that identifies a product at the point of sale in much of the world: the EAN-13 on most products and the EAN-8 on very small packages.

An MPN (Manufacturer Part Number) is the alphanumeric code a manufacturer assigns to each product to tell it apart inside its own catalog.

Brand is the Schema.org type that describes a brand: the name an organization or a person uses to identify a product, a range of products or something similar.

Offer is the Schema.org type that describes the terms on which an item or a service is offered: the price, the currency, the availability, the condition, how long the price is valid and who is selling.

AggregateOffer is the Schema.org type that sums up several offers for the same product in a single node, with the lowest price, the highest price and the number of offers, for example when several merchants sell the same model.

ProductGroup is the Schema.org type that groups the variants of a single product, the versions that differ only in things like size, color or material.

Review is the Schema.org type that describes a specific review of an item: who writes it, what it rates, the score it gives and its text.

AggregateRating is the Schema.org type that expresses the average rating of something based on many ratings or reviews: the average score, how many ratings make it up and what scale it is on.

MerchantReturnPolicy is the Schema.org type that describes a store's return policy in structured data: the countries it applies in, how many days there are to return an item, how it is returned, who pays return shipping and what refund is received.

OfferShippingDetails is the Schema.org type that describes an offer's shipping terms: which destination it ships to, how much it costs and how long it takes to arrive, adding up order handling and transit.

Organization is the Schema.org type that describes an organization, such as a company, a nonprofit or a club: its name, legal name, website, logo, contact details and the profiles that identify it on other sites.

WebSite and SearchAction are two Schema.org types that go together.

Breadcrumbs are the row of links showing where the current page sits in a site's hierarchy, from the home page or a section down to it, for example Home › Women › Shirts.

ItemList is the Schema.org type that describes a list of items of any kind, such as the products in a category or a ranking.

@graph is the JSON-LD keyword that gathers several nodes in one block of structured data under a single @context.

The @id identifier is the JSON-LD keyword that gives a node in structured data a unique name, usually a URL.

The product graph is the set of structured data nodes that describe a product on its page, linked to one another: the Product, its offer (Offer), the store that sells it (Organization), its brand (Brand) and its reviews (Review).

An entity, in SEO, is a thing or concept that exists uniquely and can be identified without ambiguity (a person, a brand, a place, a specific product), with its attributes and its relationships to other entities.

sameAs is a Schema.org property that links an entity described in structured data to pages on other sites that identify unambiguously who or what it is, such as its Wikidata entry, its Wikipedia article or its official social network profile.

The Knowledge Graph is Google's database of real-world things (people, places, organizations, works) and the relationships between them.

Rich results are search results that Google shows with more information than the usual title, link and text: for a product, the price, the availability, the review stars or the shipping details.

Merchant listings are the product results in Google Search that show purchase data, such as price, availability, shipping or returns, taken from a page where that product can be bought.

FAQPage is the Schema.org type that marks up a web page with one or more frequently asked questions and their answers: each question as a Question and each answer as an Answer, almost always in JSON-LD.

HowTo is the Schema.org type that describes instructions for achieving a result through a sequence of steps, with their materials, tools, estimated time and cost.

Speakable is the Schema.org property that flags which sections of a web page or article are best suited to being read aloud with text-to-speech.

DefinedTerm is the Schema.org type that describes a word, name, acronym or phrase with a formal definition, such as a glossary entry or a category with a code.

Paste your product page's JSON-LD and see which of the Product and Offer properties Google asks for it has and which are missing. A free tool.

Compare two JSON-LD blocks from the same page, before and after a theme or app change, and see which properties were added, removed or changed.