Structured Data

What Is Structured Data?

Search engines, such as Google, work hard to understand the content of a page. Web store owners can help search engines by providing explicit clues about the meaning of a page by including structured data on the page. Structured data is a standardized format for providing information about a page and classifying the page content.

Search engines use structured data to generate rich results, which are small pieces of information that will then appear in search results. For example, a product page can contain structured data about the brand of the product, the color, the price, the availability, and so on.

What does Sana do with structured data?

Sana uses structured data for Product Details Pages and Product List Pages. Google Search uses structured data from Sana web stores to enable special search result features and enhancements. This allows merchants to attract potential buyers while they are searching for some product.

For example, a Product Details Page with valid structured data is eligible to appear in a graphical search result providing some useful information about the product, such as title, review stars, rating value, price and availability, as shown below:

Because the structured data labels each individual element of the product offer, users can search for your product by brand, color, price, and so on. This data can also be used for Automatic Item Updates for Google Shopping. You can find more information about it here.

What elements are marked with structured data?

The Product List Pages have structured data for all products on a page, but it contains only basic information about the products, such as:

• Product name
• Product ID
• Сanonical URL of a product
• Product image URL
• Product price
• Product availability (stock)

The Product Details Pages unlike Product List Pages contain a detailed information about a particular product, such as:

• Product name
• Product ID
• Сanonical URL of a product
• Product image URL
• Product description
• Product price
• Product availability (stock)
• Product category
• Product rating value
• Product reviews

How does Sana use structured data?

Sana contains structured data in the form of metadata on the relevant pages which can be read by search engines. This structured data can be found in the source of the web pages:

<div data-id="17149" class="l-products-item">
 <div class="product-tile" itemscope itemtype=http://schema.org/Product data-tracking-data="null">
    <div class="product-info">
      <div class="product-description">
  <a class="product-title" href="/all/clarks-falalala-shoes-for-men" data-product-url>
          <span itemprop="name">Clarks Falalala Shoes for Men</span>
  </a>
          <div class="product-id-stock">
             <span class="product-id">
               <span class="product-id-name">Item No.</span>
               <span class="product-id-value" itemprop="productID">17149</span>
             </span>
           </div>
      </div>
    </div>
 <div class="product-action" itemprop="offers" itemscope itemtype="http://schema.org/Offer">
     <link itemprop="availability" href="http://schema.org/InStock">
  <meta itemprop="priceCurrency" content="EUR">
  <meta itemprop="price" content="45.99">
  <span class="prices">
   <span class="list-price font-smaller hide"></span>
   <span class="lbl-price">€ 45.99</span>
  </span>
  <a class="btn" href="/all/clarks-falalala-shoes-for-men" title="Select variants" data-product-url>
      <span class="btn-cnt">Select variants</span>
  </a>
 </div>
 </div>
</div>

Search engines combine this information and read it as follows:

{
  "@context": "http://schema.org/",
  "@type": "Product",
  "id": "17149",
  "name": "Clarks Falalala Shoes for Men",
  "offers": {
    "@type": "Offer",
    "price": 45.99,
    "priceCurrency": "EUR",
    "availability": "http://schema.org/InStock"
  }
}

Sana uses structured data only for e-commerce data, such as product data, but not for other pages, such as news items and FAQ.

How can I test structured data for my web store?

There are multiple tools for testing structured data. Above you can see the examples (screenshots) of structured data tested using Google's Structured Data Testing Tool.