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Tips to Use Schema.org for Your Ecommerce SEO Strategy

Before you start using Schema.org for ecommerce SEO, it is important to learn a few things about what it all entails or seek some professional help. Even though it is advisable to learn some coding so as to be proficient in it, one can still do a lot once he or she knows the basic construction rules and common terms used in marking up the text.

First and foremost, it is important to note that Schema.org is not a protocol neither is it a markup language on its own. It is a collection of a large amount of micro data mark vocabulary that is explained and organized at the official site. Its main aim is to make the use of structured data easier to understand for search engine crawlers and webmasters, which in turn can enhance a company's ecommerce SEO strategy. It was developed by Yahoo, Google and Bing in 2011 and is now the preferred method by search engines for web owners to structure their content if they want a rich snippet in search results.

Schemas for Rich Snippets

To populate rich snippets, there are certain schema types that one should use especially for Google and Bing. Some of these schemas include:

  • Review, which shows reviewer and average rating.
  • Products, it shows price range and availability.
  • Events, it shows the date, time and actual place.
  • People, it shows the organization, position or title and location.
  • Recipes, it shows cooking time, calories and ingredients.
  • Video, it shows time and video thumbnail image.

Organization is another schema type, but it is mostly used in detailed and in depth articles. It is also insightful to note that Bing naturally does not display or show rich snippets as often as Google does, even though it will not generate any rich snippets for time sensitive pages. Schema types such as Review and Products form an important part of any ecommerce SEO as they provide prospects and clients with relevant and accurate data.

SEO Value of Schema

It is important to appreciate that the use of structured data does not appeal to human users, neither is it intended for them. It is specifically meant for the search engine’s consumption and subsequent display of relevant search results. Because the major search engines namely Google, Yahoo, Bing and lately Yandex the largest search engine in Russia have endorsed Schema.org as the most appropriate markup language to use.

It is also worth noting that its continuous rise does affect both webmasters and bloggers in equal measure as it greatly improves the sites visibility in all search results. Thus for owners of ecommerce sites that rely on selling their products online, using Schema for SEO is paramount.

If you intend to use the social media to attract traffic to your ecommerce site, it is advisable to use other social graph protocols that have been developed by social network giants such as Facebook and Twitter. Their rich data can be used on the same page as schema.org. For Facebook make sure you use Open Graph and for Twitter one should use Twitter card, there has been no conflict even when all the 3 rich data markup’s have been used in the same page.

When using Schema.org, all the search engines do require webmasters to have most of the markup from Schema.org visible to the human being; this means that one should avoid using the Meta tag as much as possible. As an ecommerce site this will allow crawlers to work freely and faster with your pages; attracting enough web traffic for your site in the process.

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