Optimizing a Shopify store to stand out in search engines requires advanced techniques like implementing structured data . This method improves visibility in SERPs and increases conversions. As a Shopify Plus agency , we are experts in this technique and will teach you how to implement it yourself.
What is structured data and why is it important in Shopify?
Structured data consists of snippets of code that provide search engines with additional information about your store and products. By writing this data in JSON-LD format, Google can display richer information such as pricing, reviews, and availability in search results.
For example, a rich snippet can display details like star ratings and prices, increasing visibility and CTR. In a competitive environment like Shopify, this optimization is essential.
Methods for implementing structured data in Shopify
Manual implementation: maximum customization from the code
The most comprehensive way to add structured data is by directly editing the .liquid files. This method allows you to customize the markup and adapt it to your specific needs.
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Access the backend and locate files like
product.liquid. - Include a block of JSON-LD code that captures dynamic variables such as product name, price, or stock.
This method requires technical knowledge, but allows for customization of the marking for products, FAQs, or events.
Advantages:
- Total customization.
- Independence from external tools.
Disadvantages:
- Greater complexity.
- It requires advanced development knowledge.
Using applications for structured data in Shopify
For those who prefer a quick solution, applications like SmartSEO automatically generate the necessary structured data without touching code.
Advantages:
- Time saving.
- Easy to use for beginners.
Disadvantages:
- Dependence on third-party software.
- Additional costs (SmartSEO is a paid application).
Practical steps to add structured data in Shopify
Manual method
- Access the theme editor on Shopify.
- Look for the file related to the products, such as
product-template.liquid. - Add a JSON-LD block like this:
4. Save the changes and verify the markup in Google Search Console or the Rich Results Test.
With apps
- Install SmartSEO from the Shopify App Store.
- Configure the basic options (products, blogs, pages).
- Verify that markup is active in Google tools.
Examples of useful structured data in eCommerce
Some types of markup you can implement in your Shopify store include:
- Products : To display price, availability, and ratings.
- Reviews and ratings : Increase customer confidence by displaying reviews directly in search results.
- FAQ : Ideal for pages with frequently asked questions, improving SEO and user experience.
- Events : If you organize webinars or specific promotions.
Common mistakes and how to avoid them
- Duplication of structured data : Avoid installing multiple applications that generate the same markup.
- Use of incorrect data : Make sure the variables are dynamic and reflect real information.
- Not verifying the markup : Use tools like Google's Rich Results Test .
Conclusion
Implementing structured data in Shopify is essential for ranking well in the SERPs, attracting customers, and increasing sales. Whether you use a manual approach or applications, always verify that your markup is working correctly to maximize your results.
