What Is Structured Data and Why Do You Need It for Your Ecommerce Store?
Structured data refers to organized data that is made to fit a particular format. Visually speaking, structured data shows extra helpful information next to organic search results to produce rich snippets. If you are searching for a hair salon, you may see hours of operation, reviews, and service pricing. Those extra tidbits of information are rich snippets pulling from the structured data that is implemented on each page of your website.
Structured data, when implemented correctly, helps represent your business on search engines. It is also a great opportunity to allow your website to rank higher in search engine results pages. Enabling rich snippets allows search engines to understand your website’s content when it is crawled. It is important for your products to contain rich snippets so that they stand out in search results to customers and future prospects. In fact, one study has shown that when rich snippets are enabled correctly on a product page, organic traffic increased by 20-30%.
Utilizing Rich Snippets for your Ecommerce Store
When implementing structured data and rich snippets as part of your SEO strategy, it can be quite intimidating at first. Rich snippets can include articles, blog posting, news articles, events, products, videos, services, reviews, aggregate ratings, restaurants and local businesses. For the sake of this blog post, since we are focusing on ecommerce, we will be looking at the 5 most important rich snippets for your ecommerce shop.
Start by ensuring that your products rich snippets are being properly placed in search engine results. You don’t want to confuse your product snippets with blog post snippets. Merchandise snippets show more detailed information than blogs and articles such as price, availability, and condition. If you take the time to make sure that you have the correct information for this snippet then the results will outweigh the time spent. The better-positioned product with relevant descriptions will increase click-through rates.