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.
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