Schema Markup (Structured Data)
Schema markup is code (usually JSON-LD) added to a page that tells search engines exactly what the content means — not just what it says. Common schema types include Product, Review, FAQ, HowTo, BreadcrumbList, and Organization. Google uses it to display rich results like star ratings and prices.
Why It Matters for Shopify Stores
Properly implemented schema markup can unlock rich results in Google — star ratings, price ranges, FAQs, and breadcrumb trails that appear directly in search results. For Shopify stores, the most valuable schemas are Product (with AggregateRating for stars) and BreadcrumbList. Stores with star ratings in search results typically see 15–30% higher click-through rates than those without. Shopify's Dawn theme includes basic Product schema, but many themes or custom builds lack it entirely.
How to Check Your Store
Use Google's Rich Results Test (search.google.com/test/rich-results) with your product page URL. It shows which schema is detected and whether it's valid. Search Console also has a 'Rich Results' section showing pages with valid schema.
Use the free shopify seo score toolHow to Fix It
For Product schema: ensure your Shopify theme includes JSON-LD with Product type, including name, image, description, price, and AggregateRating. For reviews, configure your review app to output AggregateRating schema. Validate with Google's Rich Results Test.
Related Terms
Open Graph (OG Tags)
SEOOpen Graph is a protocol (created by Facebook) that controls how your pages appear when shared on social media.
Meta Description
SEOA meta description is the 120–160 character text snippet that appears below your page title in Google search results.
AggregateRating Schema
Trust & CROAggregateRating is a schema.
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