By Emilia Gjorgjevska

1 year ago

Learn how to add structured data to your e-commerce in Shopify, Magento or BigCommerce to boost your SEO efforts and get more visibility for your products on Google.

Table of contents:

  1. I have an e-commerce website built on Shopify, BigCommerce or Magento – how can structured data help me?
  2. How to boost SEO for non-WordPress online stores: Shopify, Magento, BigCommerce?
  3. Is adding structured data for Shopify or an e-commerce-based website enough for me?
  4. OK…but how to add a knowledge graph if I don’t have an internal knowledge graph built within the company that I can use for SEO?
  5. Where can I see the SEO knowledge graph that you’ve built for me?
  6. Summary

Do you have an e-commerce website based on Shopify, Magento or BigCommerce?

In general, a website built on a platform other than WordPress? Wondering how to do SEO for online stores that are not based on WordPress? Google treats these websites like any other website: Crawling, rendering, ranking and indexing algorithms are applied to these websites, regardless of the domain or industry in which they operate. Improving the accuracy of understanding website content is something that will always be a priority for Google, regardless of the CMS platform you use. It’s as simple as that.

Your customers may be at different stages of the buying process, looking for information beyond the product pages. So the real question here is: How can you organize your content engineering efforts to get your website right? How can you make it easy to understand and track for search engines like Google?

Once you have provided data to Google via the merchant feed or added structured data to your website, you can take advantage of explaining Google e-commerce content by combining it with a Product Knowledge Graph. This will help you to architect for:

  • Enhanced online visibility: adding schema markup can enhance the visibility of your website in search results and attract more prospects.
  • Informative Snippets: Schema markup can display supplementary information about your products and this can increase the likelihood of users clicking on your website in search engine result pages (SERPs). Some example rich results that you can obtain through informative snippets are:
    • Price drop rich result;
    • Pricing rich result;
    • Working hours rich result;
    • Delivery rich result;
    • Review rich result;
    • Frequently asked questions (FAQ) rich result;
    • And much more!
  • Organized Content: Schema markup assists search engines in making all the necessary contextual and semantic connections between different types of content. This can result in better indexing and more targeted search results.
  • Boosted click-through rates: when done right, rich snippets increase click-through rates and drive more traffic to your website.

How To Boost SEO For Shopify, Magento Or BigCommerce?

Adding structured data to e-commerce websites is a relatively straightforward process and it involves several key steps:

  1. In the first phase, you need to understand what product data you have and how your platform handles it (Can I export it? Is there an API?). Once this is done, then we need to understand how this data can be mapped to the schema vocabulary and how it can be exported to the Merchant Feed.
  2. In the next step, you need to select a schema markup format such as JSON-LD, Microdata, or RDFa. Either of these can work for you, even though you need to bear in mind that Google’s preference is JSON-LD;
  3. In the third phase, you need to identify the types of data you want to markup, such as product information, reviews, pricing, availability and so on;
  4. In the fourth phase, you need to populate the schema markup data model using the chosen format and insert it into the HTML code of your webpage. It is truly important to ensure that the final output is properly constructed, formatted and tested, so that it can be accessible and processable by search engines;
  5. In the fifth phase, you need to notify Google that you have new schema markup data points by submitting your updated web pages to your Search Console. Keep in mind that the implementation of these steps may vary depending on the CMS platform that you are using. Make sure to check for potential CMS documentation for any unique methods that need to be followed in order to add structured data to your website. Inappropriately added structured data is equally bad as not having it at all!

Is Adding Structured Data For Shopify Or An E-Commerce-Based Website Enough For Me?

At Wordlift, we base all of our insights and conclusions on the experiments we conduct with our clients, the independent research we conduct in the SEO industry, and also our collaboration with like-minded partners in the AI space who are using the latest, cutting-edge techniques to drive business results. What we have learned is that structured data is enough if you want to build a solid foundation, but the next step for you will be:

  • Improve the quality of this data – schema markups;
  • Publish linked data to make it interoperable and reusable

In order to achieve that in your long term strategy you need a product knowledge graph!

The key advantage to remember here is that enabling this feature will help you get your product distributed more intelligently into the Google Shopping Graph and all complementary Google’s products. You’ll be more resilient after Google updates, your rich snippets will appear more consistently across Google Search and you will achieve data harmonization and reconciliation.

Ok…but How To Add A Knowledge Graph If I Don’t Have An Internal Knowledge Graph Built Within The Company That I Can Use For SEO?

We have built the Product Knowledge Graph (PKG) Builder, an innovative e-commerce SEO feature that automates SEO and generates a product knowledge graph using your Google Merchant Feed. It is a simple but effective tool that can make your life so much easier (it’s what our clients say!) 🙂 

This enables e-commerce websites to communicate with Google’s Shopping Graph and secure free listings on Google Shopping, enhancing the customer experience by presenting relevant information based on your customer’s search.

Implementing the Product KG Builder feature can greatly benefit your e-commerce website to boost both your organic traffic and sales. GadgetFlow experienced ~200% increase in organic growth after implementing this feature. Crazy!

All you need to do is to add a small script to your website, so that we can import your data from Google’s Merchant Feed. This way you don’t need to have an internal knowledge graph in place so that you can use it for SEO purposes – we simply do this for you by exploiting the data that you already possess but was not properly organized for you. Once you have completed the necessary steps (only 3),  you will see that the products have been imported into the backend of your e-commerce website and already enriched with structured data. Easy peasy! WordLift simplifies everything in just a few clicks, so you don’t have to worry at all! 

Take a quick glimpse into how the Product Knowledge Graph Builder works here👇

Where Can I See The SEO Knowledge Graph That You’ve Built For Me?

No worries! You will have a dedicated data dashboard to show you our results, so that you can see the products have been imported into the backend of your e-commerce website and already enriched with structured data. What used to be complicated and unreachable in the past is possible today in just a few clicks and steps. We are proud to constantly innovate for our customers to help them win more sales online and continue thriving in their business space. Exciting times! 


Building a PKG means to have a great dataset and it allows you to have access to innovation in e-commerce SEO and do something new! Some example:

  1. You can create product descriptions using GPT-3
  2. You can automate the hard-to-maintain-manually internal linking process;
  3. Architect for smarter and more user-friendly 404 pages;

Building PKG is an essential step to innovation and that means being the first to do something new that can scale and grow not only SEO but also the business even further!

Ready to innovate with us today? Book a demo with our expert!

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