Structured Data

Structured data is machine-readable markup in your source code (Schema.org/JSON-LD) that lets search engines unambiguously understand content such as products, prices and reviews.

With structured data you mark up content semantically: a product gets machine-readable name, price, currency, availability and reviews (Schema.org type Product), FAQ sections are marked up as FAQPage, company details as Organization. The usual format is JSON-LD, a script block in the HTML head or body.

The direct payoff is rich results: product snippets with price, availability and star ratings in Google Search noticeably lift click-through rates. Beyond that, structured data is what enables AI systems and shopping services to extract product information reliably, a growing factor as agentic commerce gains ground.

Shopify themes usually ship with basic markup, but it is often incomplete: missing GTINs, incomplete offer data or absent FAQ and breadcrumb markup are typical. An audit with Google's Rich Results Test quickly shows where your store stands.

Shopify SEO

Related terms

E-Commerce SEO
SEO (search engine optimization) covers everything that helps a store get found in unpaid Google results.
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Agentic Commerce
Agentic commerce is e-commerce in which AI agents such as ChatGPT or Perplexity research and compare products and, increasingly, complete purchases on a user's behalf.
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Metafields
Metafields are custom data fields in Shopify that extend products, variants, collections and other objects with structured additional information.
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Product Feed
A product feed is a structured file with your product data that channels like Google Shopping, Meta or price-comparison sites ingest automatically.
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