Structured Data (JSON-LD)
Structured data is machine-readable code embedded in a page that explicitly communicates the content type and key attributes to search engines. JSON-LD (JavaScript Object Notation for Linked Data) is Google's preferred format — it's placed in a <script> tag rather than mixed into HTML.
Why It Matters for Shopify Stores
JSON-LD structured data is the key that unlocks rich results in Google — star ratings, FAQs, how-to steps, prices, and event details that appear directly in search. For Shopify stores, the most impactful schemas are Product (for price and rating stars), FAQPage (for expanded Q&A listings), and HowTo (for step-by-step guides). Pages with rich results consistently achieve higher click-through rates than unformatted pages, even at lower ranking positions.
How to Check Your Store
Google's Rich Results Test (search.google.com/test/rich-results) — enter any URL and see what structured data is detected and whether it's valid. Chrome's Schema App Inspector extension is also useful for quick checks.
Use the free shopify seo score toolHow to Fix It
Add JSON-LD script blocks to your Shopify theme's layout or page templates. Use Google's documentation as a reference for correct property formatting. Validate all schema before deploying with the Rich Results Test.
Related Terms
Schema Markup (Structured Data)
SEOSchema markup is code (usually JSON-LD) added to a page that tells search engines exactly what the content means — not just what it says.
Open Graph (OG Tags)
SEOOpen Graph is a protocol (created by Facebook) that controls how your pages appear when shared on social media.
AggregateRating Schema
Trust & CROAggregateRating is a schema.
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