What is Product Schema, and Why You Need it

Product Schema

When we’re looking at SEO, we think about the tools needed for the name of your blog or web page to rise to that first page on the search engine results page. Part of this is putting what exactly you want the search result to say about your page. This includes the name of the page or blog, along with your website or brand name. Under this will be a little description, not too long and not too short, about the page itself. You will want to add in a little call to action (or CTA) in this description too.

What about those results that have pictures, reviews, ratings, availability, and pricing? That is called Product Schema, and it’s something you can and need to add into your SEO strategy. So many eCommerce businesses are not taking advantage of this. Product schema allows the search engines to publish more information about your products, and because search engines like having as much product information as possible, it helps your web page rank higher. That’s why it’s good to have those pieces of information yourself. You may want to brush up on things like getting reviews for your company.

Rich Snippets

Product Schema is attached to what’s called Rich Snippets. A rich snippet is what the entire result with the data points is called, while the product schema are all the smaller elements of what goes inside the rich snippet. When search engines have more information about your products or services, your search result ends up really being a rich result.

The Important Parts of Product Schema

What makes up the product schema (also called schema markup or product markup) is many data points and code entries, such as div property, type product, itemprop image, meta itemprop, span itemprop. These are all the points in plain language you need to think about:


Name of your product is essential to your search result in general of course. Your product pages should clearly state what the name of it is.


Your potential customers need to know the specifics about your product. Search engines also like giving their users an explanation, so having this will benefit you even if you weren’t going for the full rich snippet. You may want to do this only for one specific product, or category of products. What is reflected on your website or Amazon page is fine. It just matters what you tell the search engines for the schema. You’ll also want to put keywords into your description to ensure that you’re hitting on what people are inputting into the search console.


Customers are much more likely to purchase a product that they can see beforehand.


This is necessary if your product is listed on Amazon.


When your price is displayed on the SERPs, a customer is able to compare easily and have an immediate gauge for similar products.


Reviews and ratings help customers trust your brand and see if your specific product is right for them. We wrote an article about all of the ways you can go about getting reviews, and which ones are not the right ones. Check out our article about The Benefits of Getting Reviews For Your Products now.


The number of items in stock goes right along with the price. Although, customers don’t always realize that this is something they need to know. There’s been a rise in companies pretending that products are running out. What we’ve seen from this, albeit false advertising at times, is that people will jump on a product if it’s going to be unavailable soon. That doesn’t mean that you should falsify your number of items in stock, but it does mean that this is an important value for potential customers to know. If you are actually running low, then this may be the push a customer needs to purchase. Someone will purchase though if the item is right for them in different ways, whether there’s high or low availability.


Lastly, remember to have your brand signature on your item! We don’t want potential customers not knowing where they’re purchasing from.

When you’re thinking about your product schema for your products and services, you’ll also want to know about schema.org. On the website they write, “Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.” This was developed by Google, Yahoo!, Bing, and Yandex, in order to help you input the information. Go on schema.org in order to make sure the product schema you want shows up on the SERPs.


At Firon Marketing, we can help you with anything from SEO and Product Schema to advertising and website development. Reach out to us for a free marketing audit!


Alex Jordan
Alexander Jordan
Alex has experience with digital customer acquisition in almost every industry.