Structured data

What is structured data?

Structured data is code you add to your web pages that describes the content in a machine-readable format. It uses a standardized vocabulary from schema.org to tell search engines exactly what your content is about—not just the text, but the meaning behind it.

While a human can look at a page and understand that “599 kr.” is a price and “4.7 out of 5” is a rating, Google needs structured data to understand the same thing.

Structured Data Formats

There are three formats, but JSON-LD is the recommended one:

• JSON-LD (recommended): A JavaScript-based format inserted as a `<script>` tag. It’s separate from the HTML code, easy to maintain, and Google’s preferred format.
• Microdata: Attributes are added directly to HTML elements. An older format that is harder to maintain.
• RDFa: Similar to Microdata, but with a different set of attribute names. Rarely used in e-commerce.

Relevant schema types for online stores

Product

Describes a product with name, image, description, SKU, GTIN/MPN, brand, and offer information. This is the most important schema type for any online store.

Offer

Linked to Product and describes price, currency, availability (InStock/OutOfStock), validity period, and seller.

AggregateRating

Overall rating based on customer reviews. Includes average rating, best rating, and number of reviews.

Review

Individual customer reviews with rating, author, and text.

BreadcrumbList

Describes the breadcrumb navigation (e.g., Home → Clothing → Men’s Jackets → Product).

Organization

Information about your business: name, logo, contact information, social media profiles.

FAQ

Frequently asked questions with answers. Can be displayed as an expanded section directly in search results.

Structured Data in Shoporama

Shoporama automatically generates JSON-LD structured data for product pages, including:

• Product: Name, description, URL, images (all variants), SKU, GTIN, MPN, brand, supplier
• Offer: Price, currency, availability, condition (NewCondition), price validity period (+1 month)
• AggregateRating: Average rating and number of reviews from customer reviews
• Review: Individual customer reviews with rating, author, and text

All of this is generated automatically without you having to add any code. Google crawls your pages and finds the structured data that can result in rich snippets in search results.

Benefits of Structured Data

• Rich snippets: Stars, prices, and availability appear directly in Google search results, which increases your click-through rate.
• Google Shopping: Structured data supplements your product feed and can improve your visibility in Shopping results.
• Voice search: Search assistants like Google Assistant use structured data to answer voice-based queries.
• Better understanding: Helps Google understand your content correctly, which can improve your organic rankings.

Test and validate

• Google Rich Results Test: Test whether Google can read your structured data and display rich results.
• Schema Markup Validator: Check that your JSON-LD is syntactically correct.
• Google Search Console: See which rich results Google has found and if there are any errors that need to be corrected.