How to Add Schema Markup to Shopify Stores

Learn how to add schema markup to Shopify stores to boost SEO, gain rich snippets, and improve visibility in search results.

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on How to add schema markup to Shopify stores.

Schema markup, also known as structured data, is a type of code added to your website that helps search engines interpret and display information more effectively. For Shopify stores, this can mean showing star ratings, prices, product availability, and other useful details directly in search results. These enhanced listings are called rich results, and they can increase click-through rates and trust from potential buyers.

This guide explains what schema markup is, why it matters, and how to add it to your Shopify store correctly.

What Is Schema Markup

Schema markup is a form of structured data written in JSON-LD format that provides extra context to search engines like Google. It helps them understand what your web pages are about.

For example, product pages with schema can display details such as:

  • Price

  • Availability (in stock or out of stock)

  • Customer reviews and ratings

  • Brand information

  • Product images

By adding schema, your Shopify store becomes more search-engine-friendly and improves how your products appear in search results.

Why Schema Markup Is Important for Shopify SEO

Adding schema to your Shopify store provides several benefits:

  • It helps Google identify key product information and display it in enhanced search listings.

  • It increases your chances of appearing in Google’s rich results, which draw more attention than standard listings.

  • It can improve click-through rates because users see more relevant information before visiting your site.

  • It builds trust and credibility by displaying reviews, ratings, and product availability directly in search results.

In short, schema markup gives your store a competitive edge and ensures your listings look more appealing to potential customers.

Types of Schema Markup for Shopify Stores

Different types of schema are relevant to ecommerce websites. The most important ones for Shopify include:

  1. Product Schema – Displays key product details like name, price, and availability.

  2. Review Schema – Highlights customer ratings and testimonials.

  3. Offer Schema – Shows special offers, discounts, or sale prices.

  4. Breadcrumb Schema – Helps users and search engines understand your site’s structure.

  5. Organisation Schema – Provides information about your business, including name, logo, and contact details.

  6. FAQ Schema – Enhances informational pages by showing frequently asked questions directly in search results.

Adding the right combination of these schema types helps improve visibility and user engagement.

How to Add Schema Markup to Shopify

There are several ways to add schema markup to your Shopify store, depending on your comfort level with code and your store’s setup.

1. Add Schema Manually to Your Theme Code

If you’re comfortable editing your theme’s code, you can add schema manually. Shopify themes are built using Liquid, a templating language that allows you to insert JSON-LD scripts directly into your templates.

To add schema manually:

  • Go to your Shopify admin dashboard.

  • Select Online Store then Themes.

  • Click Edit Code next to your active theme.

  • Open the product template file (usually product.liquid or main-product.liquid).

  • Paste the JSON-LD schema markup between <script type="application/ld+json"> tags.

  • Customise it with your product data using Liquid variables such as {{ product.title }} and {{ product.price }}.

Save your changes and test your page using Google’s Rich Results Test tool to confirm your schema is valid.

2. Use a Shopify App

If you prefer a simpler approach, you can install a Shopify app that automatically generates and adds schema markup. Popular options include:

  • JSON-LD for SEO

  • Smart SEO

  • Schema Plus for SEO

These apps automatically pull product data from your store and generate compliant schema without requiring any manual coding. They are ideal for beginners or store owners managing large product inventories.

3. Use Google’s Structured Data Markup Helper

For basic schema additions, you can use Google’s Structured Data Markup Helper. It allows you to create JSON-LD scripts manually by tagging relevant data on your product pages. Once generated, copy and paste the code into your Shopify theme as described above.

4. Check If Your Theme Already Includes Schema

Many modern Shopify themes already include basic schema markup for products and breadcrumbs. To check if your theme has built-in schema:

  • Right-click on a product page and select “View Page Source.”

  • Search for “application/ld+json.”
    If you find schema code, your theme already provides structured data, though it may be basic and worth enhancing manually or with an app.

Testing and Validating Your Schema

Once you’ve added schema markup, it’s essential to test it. Invalid or incomplete markup can cause errors and prevent your data from appearing correctly in search results.

You can test your schema using:

  • Google’s Rich Results Test: Checks if your markup is valid and preview how your listing might appear in search results.

  • Schema.org Validator: Ensures your structured data follows official guidelines.

If errors appear, review your JSON-LD syntax and ensure all required fields are included, such as product name, price, and availability.

Common Mistakes to Avoid

While adding schema to Shopify is straightforward, there are common errors to watch for:

  • Using duplicate schema markup on the same page.

  • Forgetting to include required fields like price or availability.

  • Mixing different schema formats such as Microdata and JSON-LD.

  • Using inaccurate or outdated product data.

Keeping your schema clean, accurate, and up to date ensures that search engines can interpret your content correctly.

Maintaining Schema Over Time

Schema markup isn’t a one-time task. It should be reviewed and updated regularly, especially if you add new products, change prices, or modify your theme. Apps that automate schema can help maintain accuracy across your store as it grows.

You should also monitor Google Search Console for structured data reports. These insights will alert you to any new errors or enhancements that could improve visibility.

Final Thoughts

Adding schema markup to your Shopify store is one of the most effective ways to enhance SEO and stand out in search results. It helps Google understand your products, improves how your listings appear, and increases the likelihood of attracting high-quality traffic.

Whether you add it manually or through an app, implementing schema is a simple step that delivers long-term benefits for visibility and sales.

At Lillian Purge, we help Shopify stores implement technical SEO strategies, including structured data optimisation, to ensure your products get noticed. With a well-optimised site and the right schema in place, your store can achieve stronger rankings and higher conversion rates.

We have also written in depth articles on What is Shopify? and How to manage duplicate content issues on Shopify as well as our Shopify Hub to give you further guidance.