Shopify includes schema and structured data automatically on all ecommerce websites, and typically this happens without a hitch. However, we’ve been seeing a lot of structured data issues lately on our clients’ Shopify ecommerce websites.
Why does structured data matter?
When there are issues or errors with structured data, Google cannot display this rich information on the search results pages, and they may choose another site to display above yours that is using structured data correctly. While it may seem like a small thing to worry over in the grand scheme, it can have a big impact on your organic search visibility.
What are the structured data errors?
The errors come through in a variety of ways. Sometimes it’s an incorrect value type or parsing error, and sometimes it’s missing fields for products schema or review/rating properties haven’t been specified.
Seeing 300+ errors and warnings is a scary thing. All that red and orange!! But the issue is actually pretty small and innocuous (and if I’m being honest, super annoying!).
For most of these issues, we’ve discovered that the problem is the difference between rich text and ASCII. Typically we see it when product sizes are included in the product title or description and use apostrophes and quotation marks to indicate feet and inches, rather than writing out these words completely. For example:
Using 2’ 3” rather than writing 2 feet 3 inches
Fixing the issue on all product pages can be a laborious task, depending on the number of products you have in your inventory. You must locate the quotation mark and/or apostrophe in question, and either write out the words, or edit code to use ASCII instead of rich text.
Managing this ongoing is simpler. We recommend writing out the words “feet” and “inches.” This will save you from having to edit code or copy/paste from a text field to make sure the symbols come through as ASCII. If you’re concerned about length or character limit, use the abbreviations “ft” and “in.” This only adds one character more than using the symbols.
That’s it! A simple solution that can make a big difference in organic search placement and display.
Google also provides a few tools to help you check your schema and structured data. The Structured Data Testing Tool allows you to see if you have any errors, and where those errors are on the page. You can enter a live URL, or enter code if you’re working through a fix and want to be sure the code is correct. The Rich Results Test allows you to see if your page or code will support (i.e., display) rich results in the search results pages. Here you can see errors and warnings, and preview live results. Similar details are provided in Google Search Console, but these tools may help you troubleshoot and test before changing any code.
Do you have structured data errors or need help with other SEO services? We’re here to help! Contact us today to discuss your concerns.