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What Is Product Schema and How to Add It to Your Pages?

In the digital marketing realm, SEO has become a crucial practice that aims to increase a website's visibility and organic traffic. It includes various techniques that ensure the websites are mobile-friendly, load quickly, and have high-quality content.

One such well-used and powerful technique is adding product schema to your website or eCommerce store. Also known as schema markup, it is a standardized format that helps search engines understand and display details about a product. It uses a specific vocabulary called, a collaboration among search engines such as Google, Yahoo, and Bing. It provides plenty of schemas for different types of content, especially products.

Do you want to know more about product schema and how to add it to your pages, ultimately boosting your website or store? If yes, then this article is all for you.

What Is Product Schema?

Product schema is a structured plan of your product that publishes with the search results. It's a type of rich snippet that provides users with all the information on the product itself. This allows the search engine to publish more information about your product, thus giving you reach to a bigger audience and potential customers.

The primary purpose of using product schema is to answer the questions that users might be wondering, such as how much it will cost, whether it is good for them, or what others think about it.

Furthermore, creating product schemas is also important because it is a crucial element of a solid SEO operation. It helps improve the user experience and the click-through rate.

Why Does Product Schema Matter For E-Commerce Sites?

In e-commerce, standing out from your competitors is the key to attracting and retaining customers. The best way to do this is utilizing product schema, a crucial SEO component for online retailers.

A product schema is a structured data format that helps search engines understand the relevant information about a particular product, such as the price, availability, and ratings. It is a coding language that allows sites to tell search engines about their product.

By incorporating product schema into your e-commerce strategy, you can stay ahead in today's highly competitive digital landscape. This is because, when implemented correctly, product schema can lead to enhanced search results, resulting in increased visibility and ultimately boosting sales for your e-commerce site.

How To Add Product Schema To Your Page

You don't have to learn any new coding skills to add product schema to your page. Websites with markup still use HTML, with small differences in adding vocabulary to HTML Microdata. Product schema can be deployed to your website in 3 steps. These are:

  • Step # 1 - Ensure content is per Google Guidelines

Google has plenty of guidelines that you need to follow to enable rich results for product pages. There are thousands of things that you need to keep in mind, but some general ones are using up-to-date, original data that you or users create. Avoiding impersonation of any person or adding fake or misleading reviews. Lastly, you must add only editorial product reviews visible on the page.

  • Step # 2 - Create markup code with product information

The next step is to create a markup code of the product information. Although many attributes can be used, certain information is required to allow results. The most common structured data formats are; Microdata, RDFa, and JSON-LD. Among these, Google itself recommends JSON-LD. Lastly, always remember that adding product schema markups to the website in merchant centers can maximize the chance of attaining rich snippets in Google searches.

  • Step # 3 - Add Product Markup to the Product Page

There are multiple ways to add product markup to the product page. These are: -

  1. Add your schema markup code inside a script tag which is then added to either the head or body section of your HTML. It is better to automate the process and avoid adding it manually.

  2. Use a plug-in to do the job for you. If you use a content management system with many plug-ins, chances are you will find some plug-ins to deploy product schema.

  3. With a third-party solution which is a solid solution to get product schema markup. These third-party solutions have the feature of publishing structured data, and generally, they support all schema markup types.

Tips For Optimizing Product Page Rankings With Schema Markup

The first and foremost important thing is to find the schema markup best suited for business. The has a list of the most common types of schema markup available. You can visit the page and choose the best schema you like.

Secondly, the more content you mark up, the better it is. As said before, have a myriad of product schemas. So, you can exponentially boost your growth by marking up more content.

Lastly, it is also essential to keep in mind the type of content you want to mark up. You should mark up only the visible content to people who visit your webpage.

Product Schema Properties

The product schema properties are product attributes that you can associate with the product. These can appear as such results on the search engine results page (SERP).

Here are some of the product schema properties that you should know about: -

  • additionalProperty – This property-value pair represents an additional characteristic of the entity. An example of this is a product feature for which there is no matching property.

  • aggregateRating – This is the overall rating which is made up of a collection of reviews/ratings of the item.

  • ASIN – A 10-character alphanumeric unique identifier given by and its partner for product identification within the organization.

  • Audience – An intended audience or a group for whom something was created.

  • Brand – The brand(s) associated with a product or service or the brand(s) maintained by an organization or business person.

  • countryofLastProcessing – The place where the item was last processed and tested before importation.

  • countryOfOrigin – The country where a product originated, including products and creative works such as movies and TV content.

  • gtin – A global trade item number that identifies trade items using numeric identification codes.

  • hasAdultConsideration – This is used to tag an item which is suitable for consumption or use by adults only.

  • hasMeasurement – A product measurement, usually an exact measurement, for adjustable products, for example, belts and ski bindings.

  • hasMerchantReturnPolicy – This specifies a Merchant Return Policy that might be applicable.

  • isFamilyFriendly – This shows that the content is family-friendly.

  • isRealtedTo - Points to another somehow related product.

  • isSimilar to – A pointer to another, functionally like the product.

  • mobileUrl – The mobileUrl property is provided for specific situations in which it is to be determined if a specific site is a dedicated 'mobile site.'

  • negativeNotes – Provides negative considerations regarding something, most typically in pro/cons lists for review.

  • positiveNotes – Provides positive considerations regarding something, for example, product highlights or pro/cons lists for review.

  • productID – The product identifier, such as ISBN.

  • productionDate – The date an item was produced, e.g., vehicle.

  • purchaseDate – The date the current owner purchased the item.

  • releaseDate – The date of release of a product or product model. This can also be used to distinguish the exact variant of the product.

  • size – A standard size of a product or creative work specified through a simple textual string.

  • sku – The stock-keeping unit, i.e., a merchant-specific identifier for a product or service.

Benefits Of Creating A Product Schema Markup

Correctly adding product schema markup is essential for search engine optimization. From increasing search engine ranking to giving all essential information to search engines, it provides plenty of benefits to your website or e-commerce store.

Since search engines have more accurate information about your product, they trust your store more and thus bring more organic traffic. This increase in traffic ultimately boosts sales of your e-commerce store, bringing big bucks.

Some of the benefits of creating a product schema markup that you should definitely know about are:

  • Provide Search Engines with a Clearer Picture

Search Engines usually try to guess most details about the product from visitors' behavior patterns. When you implement schema markup, you can tell the search engine exactly what information is on your e-commerce site.

In short, by applying schema, you feed search engines with the information you want to display. So, you come out on top of those who don't use schema.

  • Improve Search Engine Ranking

A product schema can improve the search engine rankings of your website or e-commerce store because more information enhances user experience and optimizes your content.

This allows you to reach out to more people and build a new customer base. Having a new set of customers will increase traffic to your business.

  • Improve Brand Presence with a full knowledge Graph

Lastly, getting a product schema can also help you enhance your brand presence with a complete knowledge graph.

Google will only display knowledge graphs if it is confident that the information is accurate and useful. By giving product schema, you can make google confident about your e-commerce brand and make it easier for it to trust.

  • Show off eye-catching videos and images

Business and marketing teams know that showing high-quality images and videos can exponentially increase your growth.

With product schema, you can add images and videos on the landing pages of your product. It will also improve how images appear in search engine listings and Google images.

  • Improve Sales

Improving sales is the target of every e-commerce website. One such way to make big bucks for an e-commerce website is through limited-time offers.

Product schema gives you the option to display your lucrative limited-time offers to your customers through your rich snippets on Search Engine Result Pages. This will increase your CTR and ultimately boost sales.


In conclusion, incorporating a product schema into your e-commerce site is not just important but absolutely crucial. It should be a cornerstone of your SEO and marketing strategies for your products. A product schema ensures that your e-commerce site remains competitive in the ever-evolving digital landscape. As search engines increasingly prioritize structured data, having a product schema gives you a distinct advantage over competitors who overlook this critical element. By seizing this opportunity, you position yourself as a reliable and authoritative source of information for search engines, reinforcing your online presence and driving sustained growth.


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