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Incluir datos estructurados relevantes para el comercio electrónico
Google rastrea e indexa tu sitio web de comercio electrónico igual que otros sitios web y aplica algoritmos para entender tu contenido y su propósito. Los datos estructurados son un formato estandarizado que puede leer automáticamente los datos de una página.
De este modo, Google puede entender mejor tu contenido.
En general, los datos estructurados no son específicos del comercio electrónico, aunque algunos tipos de datos estructurados sí lo son. Los siguientes recursos son útiles para obtener más información sobre los datos estructurados que puedes usar en tu sitio web de comercio electrónico.
Para tener una idea de la variedad de datos estructurados (también denominados marcado de esquema) disponibles para sitios web de comercio electrónico, consulta schema.org. Google admite muchos de los tipos de datos estructurados que define schema.org, pero no todos.
Los siguientes tipos de datos estructurados son especialmente relevantes para sitios web de comercio electrónico. Recuerda que los clientes pueden estar en diferentes fases de su recorrido de compra y buscar algo más que páginas de productos.
Tipos de datos estructurados de comercio electrónico
Para ayudar a Google a entender la jerarquía de las páginas de tu sitio, consulta la documentación sobre el marcado de rutas de exploración.
De este modo, Google puede mostrar una ruta de exploración más descriptiva en los resultados de búsqueda.
Si tienes una tienda física, proporciona a Google más información sobre tu empresa en las páginas de información de empresa, como la ubicación y el horario de apertura de tu tienda, con datos estructurados de LocalBusiness.
Para proporcionar a Google más información sobre los detalles de tu empresa, como tu logotipo, la información de contacto, los identificadores de empresa y las políticas de devoluciones de tu empresa en general, consulta la documentación de datos estructurados de Organization.
Si tu sitio web incluye páginas que tratan principalmente de vídeos concretos, etiquetar correctamente los vídeos que se han grabado previamente (por ejemplo, los de una página de producto) o los eventos de emisión en directo puede ayudar a Google a presentar los vídeos correctamente en los resultados de la Búsqueda de Google. Consulta nuestra documentación sobre el marcado de esquema de vídeo para obtener más información.
[null,null,["Última actualización: 2025-08-04 (UTC)."],[[["\u003cp\u003eGoogle uses structured data, a standardized format, to better understand ecommerce website content.\u003c/p\u003e\n"],["\u003cp\u003eEcommerce websites can enhance their search visibility by implementing relevant structured data types like \u003ccode\u003eProduct\u003c/code\u003e, \u003ccode\u003eLocalBusiness\u003c/code\u003e, and \u003ccode\u003eReview\u003c/code\u003e.\u003c/p\u003e\n"],["\u003cp\u003eUtilizing structured data can improve how Google displays your ecommerce site in search results, such as showing breadcrumbs or rich product snippets.\u003c/p\u003e\n"],["\u003cp\u003eSchema.org provides a comprehensive list of structured data types, many of which are supported by Google for ecommerce purposes.\u003c/p\u003e\n"],["\u003cp\u003eContent management systems often offer plugins or extensions that simplify the process of adding structured data to ecommerce websites.\u003c/p\u003e\n"]]],["Google crawls and indexes ecommerce websites, using algorithms to understand content. Employing structured data, a standardized, machine-readable format, enhances Google's content comprehension. Ecommerce-relevant structured data types include `BreadcrumbList` (site hierarchy), `LocalBusiness` (physical store details), `Organization` (business information), `Product` and `ProductGroup` (product details), `Review` (product feedback), and `VideoObject` (video content). Implementing these markups, possibly via CMS plugins, helps Google display information more effectively in search results.\n"],null,["# Structured Data for Ecommerce Sites | Google Search Central\n\nInclude structured data relevant to ecommerce\n=============================================\n\n\nGoogle\n[crawls and indexes](/search/docs/fundamentals/how-search-works)\nyour ecommerce website as it does other websites,\napplying algorithms to understand your content and its intent. Structured data is a\nstandardized machine-readable format for providing information about a page.\nThis can improve the accuracy of Google's understanding of your content.\n\n\nStructured data in general is not specific to ecommerce, although some structured data types\nare. The following resources are useful to learn more about structured data for your ecommerce website.\n\n- For an introduction to how Google uses structured data, see [Understand how structured data works](/search/docs/guides/intro-structured-data).\n- To understand the breadth of structured data (also called schema markup) for an ecommerce website, see [schema.org](https://schema.org/). Google supports many, but not all of, the types of structured data defined by schema.org.\n\n| **Using a Content Management System (CMS)?** If you are using an ecommerce platform, it may be easier to use an integrated platform extension or plugin to add structured data for you.\n\n\nThe following types of structured data are particularly relevant for ecommerce websites. Remember that\nshoppers may be at different stages in their shopping journey and looking for more than just\nproduct pages.\n\n| Ecommerce structured data types ||\n|----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|---|\n| #### [`BreadcrumbList`](/search/docs/appearance/structured-data/breadcrumb) To help Google understand the hierarchy of pages on your site, see the [breadcrumb markup documentation](/search/docs/appearance/structured-data/breadcrumb). This can help Google display a more meaningful breadcrumb trail in search results. | |\n| #### [`LocalBusiness`](/search/docs/appearance/structured-data/local-business) If you have a physical store, tell Google more about your business on your business information pages, such as your store's location and opening hours, with [`LocalBusiness`](/search/docs/appearance/structured-data/local-business) structured data. You may also want to: - Register your business directly with [Google My Business](https://www.google.com/business/). - Register [your physical store locations and store codes](https://support.google.com/business/answer/4542487) for use by Google Merchant Center. - Follow the [Merchant Center guidelines](https://support.google.com/merchants/answer/6363310) for more advice such as sharing return policies on your site. | |\n| #### [`Organization`](/search/docs/appearance/structured-data/organization) To tell Google more about your business details, such as your logo, contact information, business identifiers, and return policies for your business as a whole, see the [`Organization` structured data documentation](/search/docs/appearance/structured-data/organization). | |\n| #### [`Product`](/search/docs/appearance/structured-data/product) and [`ProductGroup`](/search/docs/appearance/structured-data/product-variants) To tell Google more about your products, see the [`Product` structured data documentation](/search/docs/appearance/structured-data/product) (and [product variants](/search/docs/appearance/structured-data/product-variants), if applicable). See also [Set up structured data for Merchant Center](https://support.google.com/merchants/answer/7331077) in the Google Merchant Center documentation for improved participation in shopping related experiences on Google surfaces. | |\n| #### [`Review`](/search/docs/appearance/structured-data/review-snippet) To assist Google understand product reviews on your site and when they are appropriate, see [Review snippet](/search/docs/appearance/structured-data/review-snippet). | |\n| #### [`VideoObject`](/search/docs/appearance/structured-data/video) If your website includes pages that are primarily about individual videos, appropriately marking up prerecorded videos (such as on a product page) or livestream events can help Google present the videos appropriately in Google Search results. See our [video schema markup documentation](/search/docs/appearance/structured-data/video) for more information. | |"]]
