Why Use Schema.org on eCommerce Websites
Schema.org has created a standard in website coding to allow developers to include code that the search engines are looking for. Of course this is the most basic description, but it allows you to include certain snippets such as reviews, pricing, etc. that can then be displayed in a unique format by Google. In June 2011 Google officially introduced schema.org and began using schema in their result displays. There are many different elements that can be used on a website but for this article we’re covering mainly elements that benefit an eCommerce website.
The most used eCommerce schema item types for eCommerce include product rating (AgrregateRating), brands, model, product ID, offers and reviews. All of these schema “Product” tags can be found on the schema.org product information page. To include schema microdata into a website is fairly easy as certain tags or html elements are included are specific text or code. For example a tag of itemprop=”reviews” would be included on the section of the website code for your reviews. There is a little more to it than this and certain more detailed tags such as “worstRating”, “ratingValue” and others can be included on detailed elements.
So, what does this get you and why is it important? Below is an example of how search engine results can appear when using these tags. These tags allow Google to identity a product pages important elements and easily display those within the search results. These details create an eye-catching search engine results and typically increase your click-through rate thus increasing your website traffic. If you have products rated 5 stars and you’re showing that within the search results it makes sense that more people would want to look at your product.
Whether you’re developing a new website or already have an existing website these Schema elements can be integrated into your website. For more information and details on this top visit SEO Moz’s article on Schema.org and Why You Need to Use It.