Structured data helps search engines understand a product page without guessing. For a small store, it is a cheap SEO win you can set up once for every product.

What structured data is

Structured data is markup in JSON-LD format that describes a page to search engines. For a product, it holds the name, image, price, and availability.

The minimum for a product page

  • name: the product name as shown on the page.
  • image: the product image address.
  • description: a short product description.
  • offers: price, currency, and availability.

Match it to the page

The data must match what visitors see. A price or availability that differs from the page can make Google ignore the markup. Update both at the same time.

Add a BreadcrumbList

BreadcrumbList markup shows where the page sits in your site structure, for example Home, Store, then the product name. Google may show it in search results. You can see it on the Lanjar Landing Page Kit page.

Test before you publish

Check it with the Rich Results Test and the product snippets report in Search Console. Valid markup does not guarantee special search features, because Google decides that.