Which structured data brings all the traffic to your Shopify store?

By Ilana Davis

Malachi was asking the other day about which data types Google and JSON-LD for SEO supports.

That’s a great question because there are almost 600 different data types available on Schema.org but only a handful are actually used by Google.

JSON-LD for SEO focuses on the data types that matter the most for Shopify stores:

  • Organization for business data in the Knowledge Graph Card
  • Website for the search box in the search results
  • Product for the product Rich Snippets
  • Offers which are the product variants (and hugely important if you use variants in Shopify) to get prices and availability in the Rich Snippets
  • Article for article Rich Snippets and Rich Cards on blog posts and Shopify pages
  • Video for Rich Snippets and Rich Cards
  • Recipe for Rich Snippets and Rich Cards
  • AggregateReview for product and blog post reviews in Rich Snippets, using any one of the dozen plus Shopify review apps

Google includes other data types but they aren’t as useful for Shopify stores, don’t contribute to Rich Snippets, or there isn’t any standard way to get the data for them from Shopify. You could easily write some custom code for them if you wanted to add them.

If you want to browse the full list, here’s Google’s Structured Data Guide. Feel free to ask any questions about it, there are quite a few gotchas and missing parts that I’ve learned over the time running JSON-LD for SEO.

Google has also been working on Rich Snippets so I bet there’s going to be more search enhancements coming out in 2018 for stores with structured data.

And JSON-LD for SEO is the easiest and safest option in the Shopify app store to automatically add that data.

Already trusted by over two thousand stores, it’s among the top SEO apps overall.


Get more organic search traffic from Google without having to fight for better rankings by utilizing search enhancements called Rich Results.

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