JSON-LD beginners guide for Shopify SEO

By the end of this article you will understand exactly what JSON-LD is, the SEO impact and how you can add it to your Shopify store. Let’s start from the beginning and find out what this JSON thing is all about!

What is JSON-LD?

JSON-LD stands for JavaScript Object Notation for Linked Data. If this means nothing to you, don’t worry! In simple terms, JSON-LD is a way of adding extra information to your store in a format that can be easily understood by web crawlers and other computers. Of course, when we refer to web crawlers we are primarily talking about the biggest web crawler there is, Google.

The extra information we can add to our Shopify store is referred to as structured data. JSON-LD is one of three widely recognized structured data formats, the others being Microdata and RDFa. What separates JSON-LD is that it is Google’s recommended structured data format.

Types of structured data

While there are many different types of structured data we are primarily interested in adding product data to our store. Adding product data via JSON-LD has the ability to enhance your product results in Google. In the example image for a Walmart product, we can see that rich search results include the following:

  • Aggregated product rating
  • Price
  • Stock availability

The primary benefit of these rich search results is that they can drive incremental clicks from organic search. The additional information stands out to users who are looking for specific products.

Adding JSON-LD to your Shopify Store

There are two main ways to add JSON-LD to your Shopify store. First by manually editing your theme files or second, automatically via a Shopify app. Whichever you choose, make sure you test your JSON-LD code afterwards. Google has provided a handy tool for you to do this.

Add it via your theme code

If you work with a design agency or developer you can request JSON-LD to be added to your stores pages. The structured data will need to be added to your theme.liquid file.

Below is an example of what this JSON-LD snippet looks like for an individual product. This is using dummy data but includes all the recommended properties for a product.

As well as some of the obvious properties such as “description”, “name” , “price”. There is also information regarding reviews and ratings. Having an “aggregateRating” property make your product page be eligible to have star ratings show in google search results.

<script type="application/ld+json">
{
    "@context":"http://schema.org",
    "@type":"Product",
    "aggregateRating":{
       "@type":"AggregateRating",
       "ratingValue":"3.5",
       "reviewCount":"11"
    },
    "gtin8":"10392039433",
    "description":"0.7 cubic feet countertop microwave. Has six preset cooking categories and convenience features like Add-A-Minute and Child Lock.",
    "name":"Kenmore White 17\" Microwave",
    "image":"kenmore-microwave-17in.jpg",
    "sku":"100000",
    "brand":"Kenmore",
    "offers":{
       "@type":"Offer",
       "availability":"http://schema.org/InStock",
       "price":"55.00",
       "priceCurrency":"USD",
       "url":"https://www.myshopifystore.com/kenmore-microwave",
       "priceValidUntil":"2021-04-01"
    },
    "review":[
       {
          "@type":"Review",
          "author":"Ellie",
          "datePublished":"2019-04-01",
          "description":"The lamp burned out and now I have to replace it.",
          "name":"Not a happy camper",
          "reviewRating":{
             "@type":"Rating",
             "bestRating":"5",
             "ratingValue":"1",
             "worstRating":"1"
          }
       }
    ]
 }
</script>

Add it with one-click via an App

If you are not technical and are not working with a developer or agency I would recommend using an app. “JSON-LD for Shopify SEO” is one app which allows you to automatically add JSON-LD snippets to every page on your website. The app has a solid rating in the app marketplace with many positive reviews. If you want to be safe in the knowledge that the structured data has been added correctly then this is a good bet.

JSON-LD and SEO rankings

While structured data is important for SEO it is not a silver bullet which will magically push your store to the top of Google search results. There is no evidence that shows adding JSON-LD will significantly impact your stores rankings. JSON-LD is simply the recommended way to give Google a helping hand in classifying your products and helping your products stand out in search results.

If you’re a brand new store adding JSON-LD doesn’t need to be at the top of your list but something to consider once you have completed all the basic SEO best practices.

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