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Schema.Org markup and Its Integration into Magento doesn’t only act as a powerful tool for data optimization, but it can also do a good job improving your Magento store’s ranking in SERPs. Having been launched in the not-too-distant 2011 by Bing, Google, and Yahoo, aims at ‘creating and supporting a common set of schemas for structured data markup on web pages’, according to a Yahoo blog post dated June 2011. So, let’s have an insight into, its integration into Magento, and its effect on this eCommerce platform.

Schema Markup: Meaning

Schema markup is defined as a semantic vocabulary existing in the form of code which, when added to your Magento website, allows search engines to make use of the code in order to provide users with a more informative pool of results.

The best example of this code utilization is the addition of a rich snippet for a product to be shown in search results.

Magento 2 rich snippets

Three Important Facts You Need to Know about Markup

1. Application of allows search engines to understand what your website content actually means. This in turn, helps you improve rankings.

2. The fact that it is based on semantic vocabulary which uses microdata format makes the markup easy to use and master. Although you might be still stuck with the same HTML pages, you have to integrate Schema’s vocabulary into the available HTML microdata.

3. While most search engine giants stand behind since it works towards UХ improvements, it can also be used as a powerful SEO improvement tool at times.

3 Formats of Information Markup

JSON-LD markup for Magento

It stands for JavaScript Object Notation for Linked Data. This is probably the most often used and recommended information markup. That’s probably because it’s easier to implement it. The markup can be simply pasted within an HTML document. What JSON-LD does, it structures data by annotating elements on a page. Later, this is used by search engines to create a better-organized web.

code structured data


This format uses HTML tag attributes in order to name the properties you need to expose as structured data.

structured data - microdata markup


RDFa supports linked data by introducing five simple HTML tag attributes that correspond to content visible to users, which you want to describe to search engines. These are the main attributes: vocab, typeof, property, resource, and prefix. Here’s an example of one of these attributes:

What Makes Integration into Magento 2 that Important?

The whole ideology of revolves around providing markup for any type of content. It doesn’t matter what products you are selling in your Magento 2 store; you will be ranked higher after you integrate with It will provide markup for any type of content you’ve got. Magento 2 stores with schema markup have been proved to
rank higher than their competitors without it.

However, the benefits of this integration are not limited to ranking. Some of the other advantages are as follows:

It doesn’t only improve your current ranking status but also helps you gain a better position in SERPs.

● All your customers will have an improved shopping experience.
● A more loyal customer pool is created due to the improved experience.
● An increased amount of time is spent on the website due to better UX, which improves ranking along with social media shares.
● The increased number of sales is generated by a loyal pool of shoppers.

Magento and Schema Integration Examples

Check out these integration examples to better understand the importance of Schema integration:

Brand/organization info structured data

Consider using corporate contact markup on the official website if you want your company contact details displayed in the Google knowledge panel. Thus, when customers google your company, they are likely to see its contact details in search results.

Such data can look as follows:

Brand/organization info structured data

Product Rich Snippets

Rich snippets are crucial in eCommerce as they help make the first impression about a product/service. That’s where product rating and its brief description are displayed.

The markup is utilizing to create Rich snippets with the following data categories displaying:
● average score,
● name,
● rating,
● short descriptions,
● price,
● brand name.

Product Rich Snippets

Also, Google and Bing can understand product-related microdata that feature product, offer and review vocabulary of

Let’s have a look at their examples:


Identification of the additional data about the product looks like this in the normal course of laying:

Product structured data

Offer offer vocabulary allows to make info about the price and inventory levels of your offerings available:

offer structured data


You can describe product ratings with the help of That’s how it may look like:

review structured data

While offers practically any property to describe on a product page, don’t forget to test it for validity. Google’s Structured Data Testing Tool comes in handy here.

Magento integrartion

With the help of this tool, you can check how your markup
is working. All you need to do is insert URL/HTML code and click preview. Make
sure to make corresponding editions if this doesn’t work.

Wrap Up

Schema markup is crucial for SEO. While it is much easier to apply it than it seems at first sight, this tedious work must be carefully done in any eCommerce store, and it’ll surely pay off.

Magelancer is an enthusiast keen on the eCommerce ecosphere and advanced marketing strategies. With more than 7 years of tech blogging experience, Magelancer gets down to bed-rock and strives for sharing valuable content.

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