Identifying Structured Data Opportunities

Are there any structured data opportunities that are currently not captured?

Structured data, also known as schema markup, is a powerful tool for enhancing your eCommerce site’s visibility in search engine results. While Shopify and WooCommerce both offer basic structured data capabilities, there are often additional opportunities that are not fully captured by default settings.


Shopify themes typically include basic structured data for products, such as Product and Offer schema. However, there are additional types of structured data that you can implement to further enhance your SEO:

  • Review: Add Review schema to capture customer reviews and ratings. This can be done by modifying your theme’s product template to include review data.
  • FAQ: Implement FAQPage schema for your FAQ sections. This can be added to your theme’s FAQ page template.
  • Breadcrumb: Use BreadcrumbList schema to help search engines understand the structure of your site. This can be added to your theme’s breadcrumb navigation.

To add these schemas, you can edit your theme’s Liquid files. For example, to add Review schema, you might modify your product.liquid file:


WooCommerce also includes basic structured data, but you can enhance it further:

  • Review: Similar to Shopify, you can add Review schema to your product pages. This can be done by editing your theme’s PHP files or using a plugin.
  • FAQ: Use a plugin like “Schema Pro” to easily add FAQPage schema to your FAQ sections.
  • Breadcrumb: Implement BreadcrumbList schema by editing your theme’s breadcrumb template or using a plugin like “Yoast SEO”.

For example, to add Review schema in WooCommerce, you might add the following code to your theme’s functions.php file:

function add_review_schema() {
  if (is_product()) {
    global $product;
    echo '';
add_action('wp_head', 'add_review_schema');

By implementing these additional structured data types, you can improve your site’s visibility and click-through rates in search engine results.