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Include structured data relevant to ecommerce

Google crawls and indexes your ecommerce website as it does other websites, applying algorithms to understand your content and its intent. Structured data is a standardized machine-readable format for providing information about a page. This can improve the accuracy of Google's understanding of your content.

Structured data in general is not specific to ecommerce, although some structured data types are. The following resources are useful to learn more about structured data.

  • For an introduction to how Google uses structured data, see Understand how structured data works.
  • To understand the breadth of structured data, see schema.org. Google supports many, but not all of, the types of structured data defined by schema.org.

The following types of structured data are particularly relevant to ecommerce. Remember that shoppers may be at different stages in their shopping journey and looking for more than just product pages.

Ecommerce structured data types


Tell Google more about your business on your business information pages, such as their location and opening hours, with LocalBusiness structured data.

You may also wish to:

Example of local business listing using structured data


To tell Google more about your products, see the Product structured data documentation. See also Set up structured data for Merchant Center in the Google Merchant Center documentation for improved participation in shopping related experiences on Google surfaces.

Example of product listing using structured data


To assist Google understand product reviews on your site and when they are appropriate, see Review snippet.

Example of a review snippet in search results


To help Google display a rich result for "how to" guides for products you sell on your site, see Mark up your how-to pages with structured data.

Example of a how-to guide using structured data


To tell Google about an FAQ page you provide, see Mark up your FAQs with structured data.

Example of a FAQ page using structured data

To help Google understand the hierarchy of pages on your site, see Breadcrumb on Google Search Central. This can help Google display a more meaningful breadcrumb trail in search results.

Example of a breadcrumb list using structured data


See Sitelinks search box for how to add WebSite structured data to your home page to help Google understand how site search is implemented on your site.

Example of website listing using structured data


Video is becoming increasingly important for ecommerce. Appropriately marking up pre-recorded videos (such as on a product page) or live stream events can help Google present the videos appropriately in Google Search results. See Get videos on Google with schema markup for more information.

Examples of video listings using structured data