Schema markup is an essential tool for ecommerce direct-to-consumer (DTC) store owners looking to improve their website's visibility and click-through rates on search engine results pages (SERPs). In this blog, we'll explore Schema best practices to help you make the most of this powerful tool.
JSON Schema is a coding language that annotates and validates JSON documents. It helps search engines understand what a webpage is about, how it connects to other pages on the site, and can transform web results into Rich Snippets. While Schema doesn't directly improve SEO, it can enhance click-through rates by making your SERPs more visually appealing, ultimately driving more traffic to your website.
Think of JSON Schema as a digital information pamphlet handed to search engines when they visit a webpage with valid Schema markup.
Schema Best Practices refer to the best possible (to our knowledge) way to implement and utilize Schema on a website. This includes taking into account the rule sets provided by JSON Schema, as well as Google's preference in accepting specific Schema types.
Not all Schema types are accepted by Google.
Below are two links to contextual articles that help us understand how to best use Schema, the guidelines are also included below for ease of use.
Baotris uses the following Schema items at present:
Multiple Schema types can be on the same page, we want to avoid duplicating the same Schema on the same page, however. This means having 2 Local Business Schema results on one page, with both representing the same business location, is inefficient. It is ok to have multiple locations defined in Schema so long as you are actually presenting two different physical locations, though.
Content in structured data must also follow the additional content guidelines or policies, as documented in the specific feature guide. For example, content in JobPosting structured data must follow the job posting content policies. Content in Practice problems structured data must follow the Practice problems content guidelines.
To make the most of Schema markup, follow these best practices based on JSON Schema guidelines and Google's preferences for specific Schema types:
To optimize your ecommerce store's visibility using Schema, consider these additional tips:
Implementing Schema best practices can help ecommerce DTC store owners boost their website's visibility and click-through rates on SERPs. By following the guidelines and tips provided in this blog, you can improve your store's online presence, attract more customers, and ultimately, increase sales.