Schema.Org Micro Data for E-Commerce

As I mentioned in a previous article, I’ve been working with e-commerce clients, who have online stores. Problem is, most of them are using templated stores, which allow little HTML alteration in terms of micro data. It’s a real shame because if you use Schema.org conventions, you can be much more specific about what your product is, how much it sells for , it’s color, size, and a lot more.loose change

For example, let’s say you’re selling wallets, and the product page is for a black leather wallet. Here’s how your code might look:

  1. <div itemscope itemtype=”http://yourwebsite.com/black leather wallet”>
  2.   <span itemprop=”name”>Accessories Inc. Black Leather Wallet</span>
  3.   <img src=”image_of_the_wallet.jpg” alt=’black leather wallet’ />
  4.    </div>
  5.   <div itemprop=”offers” itemscope itemtype=”http://yourwebsite.com/page_to_purchase_black_leather_wallet”>
  6.     <span itemprop=”price”>$125.00</span>
  7.     <link itemprop=”availability” href=”http://yourwebsite.com/InStock” />In stock
  8.   </div>
  9.   Product description:
  10.   <span itemprop=”description”>This beautifully crafted black leather wallet is 5 inches by 3 inches and able to carry 5 cards, cash and change. Blah, blah, keywords blah.</span>

That’s a quick example of how specific this micro data allows you to be and believe me, it’s scratching the surface. Within this micro data, you can also include ratings for the product, customer reviews, the brand name, the weight, accepted payment methods, location, and much more. It’s pretty darned cool, but then we geeky type people get excited about strange things. Yes, I love this, and I can see how useful it will be for e-commerce sites now and in the future.

If you haven’t visited Schema.org yet, it’s time you do or it’s time you turned your webmaster and/or SEO on to these new micro data conventions.  They’re like having meta tags on Red Bull.

Why is micro data important?

Micro data helps search engine (all of them, not just Google) spiders to learn exactly what your page and your product is, precisely. They send the information back to the search engine and when someone searches for a “black leather wallet for $100 – $200″ or something that specific, guess whose page comes up? The more specific you are about this, the better. You can bet that big business is already on to micro data, but the fact that not as many of the small businesses are into SEO or even know what micro data is will certainly help you to get better listings for certain key phrases.

Check your online store and see if they have this factored in already.  And if you can add this data in, you can make your store much more SE friendly. So, don’t be lazy. Do it! Or, have your minions do it.

The sad thing is that once your store is in place like that, it’s hard to move it, especially if you’re a one or two-person business.  Just think that moving your store to something more search engine friendly is an investment you’re probably going to want to make when the time comes. Your products have to be great to sell online, of course, but this new micro data could give you the traffic bump you’re looking for.

Save up and move or pay someone to move you! It really will become that important.

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