What it is
Most stores use JSON-LD: a <script type="application/ld+json"> tag in the page that describes the product using the shared schema.org vocabulary. Shoppers never see it. Google uses it for rich results, and AI shopping assistants can read facts from it without guessing.
The fields that matter
| Field | What to put in it |
|---|---|
name | The product title |
description | Plain text, no HTML |
image | Full-size product photos |
brand | Your brand or the maker |
sku and gtin | Your SKU, and the barcode if it has one |
offers | One per variant: price, currency, availability, URL |
additionalProperty | Facts like material, fit and capacity |
aggregateRating | Only if you show real reviews on the page |
Everything in your structured data must match what's visible on the page. A price or stock status that disagrees with the page is a common reason for warnings.
Adding it to Shopify
Many themes already print basic Product markup. Check yours first (see below). To add facts and complete offers, you can edit your theme's product template, or turn on the StoreAi structured data app embed, which adds a complete Product block using the same @id as your page so search engines merge it with the theme's markup:
{%- assign facts = product.metafields.storeai.facts.value -%}
{%- if facts and facts.size > 0 -%}
"additionalProperty": [
{%- for fact in facts -%}
{ "@type": "PropertyValue", "name": {{ fact.name | json }}, "value": {{ fact.value | json }} }
{%- unless forloop.last -%},{%- endunless -%}
{%- endfor -%}
],
{%- endif -%}Checking it
- 01Rich Results TestPaste a product URL into Google's Rich Results Test. It shows the Product it found and any errors.
- 02Search ConsoleThe Merchant listings and Product snippets reports show problems across your whole store.
- 03Spot-check the sourceView page source and search for
ld+jsonto see exactly what's printed.
Questions
- Will structured data improve my rankings?
- It isn't a ranking boost on its own. It makes your product eligible for richer results and easier for machines to understand correctly.
- Do I need a developer?
- Not with an app embed. Editing theme code directly is safer with a developer or a duplicate theme to test on.