# Structured data for your store: reading path

> A reading path on structured data for online stores: from Schema.org and JSON-LD to product, offer and entity markup, in the order they make sense.

URL: https://clione.ai/learn/structured-data/
Lang: en

First the vocabulary and the syntax, then the pieces of a [product page](/glossary/product-page/), and last how they join up and what Google does with them: by the time you reach [rich results](/glossary/rich-results/), you will know which pieces they depend on. The path has five stretches.

1. **Steps 1 to 6 · What they are and how they are written.** [Structured data](/glossary/structured-data/), the [Schema.org](/glossary/schema-org/) vocabulary and the [schema markup](/glossary/schema-markup/) you build with it. Then the three possible syntaxes: [JSON-LD](/glossary/json-ld/), the usual format, and, so you can recognize the markup when you come across it, [microdata](/glossary/microdata/) and [RDFa](/glossary/rdfa/).
2. **Steps 7 to 12 · The product and how it is identified.** The [Product](/glossary/product-schema/) node and what identifies it: the [SKU](/glossary/sku/), the [GTIN](/glossary/gtin/), the [EAN code](/glossary/ean-code/), the [MPN](/glossary/mpn/) and the [brand](/glossary/brand-schema/). The codes run from the one you decide, the SKU, to the ones any store recognizes.
3. **Steps 13 to 19 · The offer, the rating and the terms of purchase.** The [offer](/glossary/offer-schema/), with its price, and two types that complete it: [AggregateOffer](/glossary/aggregateoffer/) and [ProductGroup](/glossary/productgroup/). Then the opinions, with [Review](/glossary/review-schema/) and [AggregateRating](/glossary/aggregaterating/), and the terms of purchase: [MerchantReturnPolicy](/glossary/merchantreturnpolicy/) and [OfferShippingDetails](/glossary/offershippingdetails/). They come after the product because they all hang off it.
4. **Steps 20 to 26 · How the pieces join up.** The types that describe the store and the site, [Organization](/glossary/organization-schema/), [WebSite](/glossary/website-schema/), [breadcrumbs](/glossary/breadcrumbs/) and [ItemList](/glossary/itemlist/), and the way to put them all in one block: [`@graph`](/glossary/graph/), the [`@id` identifier](/glossary/id-json-ld/) and, as the result, the [product graph](/glossary/product-graph/).
5. **Steps 27 to 35 · Entities, results and niche types.** The [entity](/glossary/entity/), with [`sameAs`](/glossary/sameas/) to identify it and Google's [Knowledge Graph](/glossary/knowledge-graph/). Then what Google shows from the markup: [rich results](/glossary/rich-results/) and [merchant listings](/glossary/merchant-listings/). Four types close it out that don't belong to a [product page](/glossary/product-page/): [FAQPage](/glossary/faqpage/), [HowTo](/glossary/howto-schema/), [Speakable](/glossary/speakable/) and [DefinedTerm](/glossary/definedterm/). Each one's page says what Google does with it today.

This is one of the [seven reading paths](/learn/). If you care about the catalog before the markup, start with [Catalog and entities](/learn/catalog-and-entities/): structured data describes what the catalog already has.