How To Add Product Schema To Your Website’s Online Store

Before you add schema markup to your website, it’s important to understand what exactly it is and what it does. Schema markup is a “structured data vocabulary” that communicates elements of a webpage to all major search engines, allowing them to better understand the content on that page, and therefore, better represent that page’s content in the search results. Adding schema markup to your webpages will allow them to appear in the “rich results” sections of search engine results pages, which are the sections on a SERP that have extra visual or interactive features. For instance, if you Google “lemonade recipe”, you’ll see three recipe articles that appear near the top of the search engine results page with images, ratings on a five star scale, the time it takes to complete the recipe, and the ingredients needed to make the recipe. The reason that these webpages are eligible to appear in this “rich results” section of the SERP is because they include recipe schema.

Adding Product Schema To Your Webpages: A Step-By-Step Guide


Generate Your Schema Markup

Once you have a product listed on your website that you want to add product schema to, the first step is to go to a schema markup generator (like this one from Once on the schema generator tool, select the type of schema you want to generate. For this example, we’ll select “Product”. Once selected, you’ll see a number of fields that are ready to be filled in with your product’s information, like its name, brand, description, image URL, price, currency, page URL, etc. Once you’ve filled in each of these fields, you can select the “Copy” button near the top-right side of the page to copy your now-generated schema markup to your computer’s clipboard.

Add Schema Markup To Your Product Page

The next step is to add this schema markup to the appropriate product page. There are a few different ways to do this, but for this example, we’ll do it using Google Tag Manager

  • Open Google Tag Manager in your web browser, log into your Tag Manager account, then click “Tags” on the left side of your screen. 
  • Next, click “New” near the top right of your screen, then name your new tag something like “(Product Name) Product Schema”. 
  • Next, under “Tag Configuration”, select “Custom HTML”, then paste in the schema markup you created during the last step.
  • Once your schema markup is pasted into the appropriate area, click into the “Triggering” box, click the plus sign near the top right side of your screen to create a new trigger, then name the trigger something like “(Product Name) Product Schema Trigger”.
  • Click into the “Trigger Configuration” box, select “Page View”, then check off the box for “Some Page Views”.
  • Three dropdown boxes will then appear under “Some Page Views”. You want to select the options in these boxes that make them read “Page URL”, “Equals”, and then the URL of your product page that this schema was built for.
  • Finally, click “Save”, “Save” again, then “Submit” to save your changes and assign the schema markup to the correct page on your website.

Once you’ve completed each of these steps, your product schema should be good-to-go and your product should now be eligible to appear in the rich results sections of search engine results pages! If you want to test if your schema markup is working, go to Google’s Rich Results Test, enter your product’s URL, and wait for Google to complete its test.

Contact Boston Web Marketing

If you have any questions about schema markup or are looking to improve your website’s ranking in the search engine results pages, contact Boston Web Marketing! Our team of SEO specialists help businesses in almost every industry achieve higher search results. Give us a call today at (857) 526-0096 or fill out the contact form on our website, and we’ll get back to you as soon as possible!

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