Microdata / Structured Markup Formats
Structured markup formats are the technical methods for embedding structured data vocabulary into web pages. The three formats are: JSON-LD (a separate script block — Google's recommended format), Microdata (attributes added directly to HTML elements), and RDFa (similar to Microdata). JSON-LD is universally preferred.
Why It Matters for Shopify Stores
The format matters because JSON-LD is the only structured data format that doesn't require touching existing HTML elements — reducing the risk of accidental HTML breakage. Older Shopify themes sometimes use Microdata embedded in product HTML rather than JSON-LD, which can be harder to validate and maintain. Modern themes and SEO best practices favor JSON-LD for all structured data implementations.
How to Check Your Store
View your product page source and search for 'itemscope' (Microdata) vs. 'application/ld+json' (JSON-LD). The Google Rich Results Test validates both formats.
Use the free shopify seo score toolHow to Fix It
If your theme uses Microdata, it's not necessarily a problem — Google supports it. However, for new structured data additions, use JSON-LD. If Microdata is incorrect or conflicting with JSON-LD output, remove duplicates.
Related Terms
Structured Data (JSON-LD)
SEOStructured data is machine-readable code embedded in a page that explicitly communicates the content type and key attributes to search engines.
JSON-LD
SEOJSON-LD (JavaScript Object Notation for Linked Data) is the preferred format for adding structured data to web pages.
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.
Rich Snippets
SEORich snippets are enhanced search result formats that display additional information — star ratings, prices, availability, images, or FAQ text — alongside the standard title and description in Google SERPs.
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