Quick Summary
Want to improve how your Shopify store shows up in Google search results? Schema markup is your answer. It adds extra info like product ratings, prices, stock status, and more — all of which can boost clicks and visibility.
But if you’re wondering how to add schema markup to Shopify, don’t worry — it’s not as technical as it sounds.
Whether you’re doing it yourself or working with a dedicated Shopify developer, this step-by-step guide will help you add schema markup correctly and boost your store’s visibility. So, let’s get started!
When you search for something on Google and see results with extra details like star ratings, prices, or FAQs, that’s often thanks to schema markup.
Schema markup is a special kind of code (usually written in a format called JSON-LD) that you add to your website to help search engines better understand your content. It tells Google exactly what kind of information is on the page–whether it’s a product, an article, a review, or a business location.
Instead of just crawling your page and guessing, search engines use schema to get clear, structured information directly from the source.
For Shopify store owners, this means you can show rich results in search, like:
By giving search engines more context, you increase the chances of your content appearing in a more engaging and informative way on the search results page.
Even though it might sound technical at first, schema markup is surprisingly manageable, and the benefits are well worth the effort.
Not all schema markup is the same. Different types serve different purposes, depending on the kind of content you have on your Shopify store. Adding the right schema to the right page can make your store more useful to search engines and more clickable to shoppers.
Used on: Product pages
Benefit: Product schema helps Google display key product details like name, price, availability, and description.
This is the most important schema for any eCommerce store. It ensures that your products show up with rich snippets, like “In stock,” pricing, and sometimes even images, right on the search result page.
Used on: Product pages
Benefit: Adds star ratings and promotional offers to search results.
Review and offer schema is often added within the product schema. This markup gives Google access to customer reviews, ratings, and any active discounts or special pricing. It adds credibility and can increase click-through rates by showcasing trust signals.
Used on: All pages
Benefit: Shows the navigational path of a page in search results.
Instead of showing a full URL, Google displays a breadcrumb trail like Home > Shoes > Running Shoes, making it easier for users to understand where the page fits in your site’s structure.
Used on: Site-wide (usually in your main theme file)
Benefit: Displays your business name, logo, and contact info.
This markup tells Google who owns the site, what the business is called, and what your official logo looks like. It’s useful for branding and appears in Google Knowledge Panels and rich results.
Used on: Global site (usually in the theme file)
Benefit: May trigger the sitelinks search box in search results.
This schema informs Google about your website’s search functionality, which can enable users to search your site directly from Google’s search page.
Used on: Dedicated FAQ pages or sections on product/support pages
Benefit: Displays expandable FAQs directly in search results.
This makes your answers immediately visible on Google without users needing to click through, which improves visibility and reduces bounce rates.
Used on: Blog post or article pages
Benefit: Shows the author, publish date, and sometimes a featured image.
If you run a blog or publish content regularly, this schema helps Google display more information about your articles, improving engagement and authority.
Used on: Homepage or contact/about pages (if you have a physical store)
Benefit: Highlights your business location, hours, and contact info.
This is useful for stores with physical locations, as it helps with local SEO by providing key business details to Google Maps and local search results.
Choosing the right schema types based on your content can greatly improve how your store appears in search engines. Whether you’re adding them manually or with an app, these schemas lay the foundation for stronger visibility and better customer engagement.
If you’re comfortable working with Shopify’s theme files, adding schema markup manually is one of the most flexible and accurate methods. It allows you to control exactly what structured data is output and ensures it matches your visible content–something Google cares deeply about.
In this section, we’ll walk through how to manually add different types of schema markup using Shopify Liquid. Each example includes where to place the code, what it does, and tips to avoid common issues.
Product schema helps search engines understand your product’s key details like name, price, availability, and more. It’s essential for showing rich snippets in search results.
Where to add: product.liquid or the section rendering the product, like product-template.liquid.
Use JSON-LD to wrap dynamic product information using Liquid tags.
<script type="application/ld+json">
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "{{ product.title | escape }}",
"image": [
"{{ product.featured_image | img_url: 'master' | prepend: 'https:' }}"
],
"description": "{{ product.description | strip_html | strip_newlines | escape }}",
"sku": "{{ product.variants.first.sku }}",
"offers": {
"@type": "Offer",
"priceCurrency": "{{ shop.currency }}",
"price": "{{ product.price | money_without_currency }}",
"availability": "https://schema.org/{% if product.available %}InStock{% else %}OutOfStock{% endif %}"
}
}
</script>
This basic schema is enough to activate rich snippets for products. You can expand it with brand, GTIN, or review fields as needed.
The review schema can be embedded inside the product schema or added separately. If you’re using an app like Loox or Judge.me, the schema is likely already handled.
Where to add: Within the product schema or separately in product.liquid.
Here’s how to manually add average rating and review count.
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "{{ product.metafields.reviews.rating }}",
"reviewCount": "{{ product.metafields.reviews.count }}"
}
Replace metafields. Reviews with actual metafield keys from your store or app output. Only use this if you’re managing reviews manually.
Breadcrumb schema improves how your page path appears in search, replacing URLs with readable breadcrumbs.
Where to add: theme.liquid or page templates like product.liquid, collection.liquid.
Example for a product page:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "{{ shop.url }}"
},
{
"@type": "ListItem",
"position": 2,
"name": "{{ collection.title }}",
"item": "{{ shop.url }}/collections/{{ collection.handle }}"
},
{
"@type": "ListItem",
"position": 3,
"name": "{{ product.title }}",
"item": "{{ shop.url }}{{ product.url }}"
}
]
}
</script>
Adjust the structure based on page type–collections, blogs, or articles will need different breadcrumbs.
Organization schema tells Google about your business name, logo, and official URL. It’s great for branding and Google Knowledge Panels.
Where to add: theme.liquid (inside <head>)
Add a static JSON-LD block with your store info:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "{{ shop.name }}",
"url": "{{ shop.url }}",
"logo": "{{ 'logo.png' | asset_url | prepend: shop.url }}"
}
</script>
Replace the logo path with your store’s actual logo file name or use {{ settings.logo | img_url: ‘300x’ }} if theme-managed.
Website schema can enable a site search box directly from your Google search results.
Where to add: theme.liquid
Add this to your global layout once:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "WebSite",
"url": "{{ shop.url }}",
"potentialAction": {
"@type": "SearchAction",
"target": "{{ shop.url }}/search?q={search_term_string}",
"query-input": "required name=search_term_string"
}
}
</script>
Shopify’s search is already active–this just tells Google how it works.
FAQ Page schema allows your questions and answers to appear directly in Google results.
Where to add: page.faq.liquid, or inside a custom FAQ section.
Example with two FAQs:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is your return policy?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We offer a 30-day return policy on all items."
}
},
{
"@type": "Question",
"name": "Do you offer international shipping?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Yes, we ship worldwide with estimated delivery in 7–15 business days."
}
}
]
}
</script>
Ensure the questions and answers in the schema match what’s visible on the page exactly–otherwise, Google may ignore it.
For content-rich stores with a blog, this schema enhances how your articles appear in search.
Where to add: article.liquid or main-article.liquid
Example schema for a blog post:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "{{ article.title | escape }}",
"image": "{{ article.image | img_url: 'master' | prepend: 'https:' }}",
"author": {
"@type": "Person",
"name": "{{ article.author }}"
},
"publisher": {
"@type": "Organization",
"name": "{{ shop.name }}",
"logo": {
"@type": "ImageObject",
"url": "{{ 'logo.png' | asset_url | prepend: shop.url }}"
}
},
"datePublished": "{{ article.published_at | date: '%Y-%m-%d' }}",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "{{ shop.url }}{{ article.url }}"
}
}
</script>
This helps Google understand and promote your content better, especially when paired with helpful article metadata.
Ideal for businesses with physical storefronts or pickup locations, this schema improves local SEO and appears in map-based results.
Where to add: page.contact.liquid, or theme.liquid (if applicable globally)
Example for a local shop:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "{{ shop.name }}",
"image": "{{ 'logo.png' | asset_url | prepend: shop.url }}",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Los Angeles",
"addressRegion": "CA",
"postalCode": "90001",
"addressCountry": "US"
},
"telephone": "+1-555-123-4567",
"openingHours": "Mo-Fr 09:00-17:00",
"url": "{{ shop.url }}"
}
</script>
Make sure your business details are consistent across the site, Google Business Profile, and schema.
Adding schema manually in Shopify gives you full control over how search engines read and represent your store. While it takes a bit more time and technical effort, the result is highly accurate structured data that boosts your chances of showing rich results in search.
In the next section, we’ll explore no-code options for those who prefer using Shopify apps to handle schema effortlessly.
Not comfortable editing theme code manually? Using a Shopify app is the easiest and safest way to add schema markup to your store.
These apps are beginner-friendly, save time, and automatically inject structured data where needed, with no coding knowledge required. If you’re a solo store owner or working with Shopify developers who prefer scalable solutions, this method is a solid choice.
Let’s walk through the process using one of the top-rated free tools — the Judge.me Product Reviews App to add schema markup related to product reviews and ratings.
Visit the Judge.me Product Reviews App on the Shopify App Store. This app is trusted by thousands of Shopify merchants for collecting and displaying product reviews.
Click on Add App and follow the step-by-step prompts provided by Shopify.
The installation is quick and fully integrated into your Shopify dashboard, so you won’t need to download or manage files separately. Once installed, it’ll show up in your Apps section, where you can manage everything easily.
After installation, Judge.me walks you through an onboarding setup that makes things really simple. Here, you’ll be asked to enable core features like:
Even if you’re not sure what options to choose right away, Judge.me provides recommended settings to help you get started without confusion. You can always tweak them later based on your store’s needs.
Now comes the important part — turning on structured data. Inside the Judge.me dashboard, navigate to Settings > Rich Snippets.
Find the Rich Snippets toggle and make sure it’s switched ON. Once enabled, the app automatically adds the right schema markup to your product pages.
This includes:
These markups help Google understand your product content better, making it eligible for rich results like star ratings in search results. The best part? It updates dynamically as new reviews come in.
To actually show the reviews to your store visitors, you’ll need to place the Judge.me review widget on your product pages. Go to your Shopify admin and navigate to Online Store > Themes > Customize.
In the theme editor, insert the Judge.me Widget block in the product template or wherever you want the reviews to appear.
You can place it below the product description, near the price, or at the bottom of the page — whatever makes sense for your layout. This also improves user experience and encourages future customers to trust your products based on past feedback.
Once the setup is complete, it’s important to check if your schema markup is working properly.
Go to Google’s Rich Results Test tool. Paste the URL of one of your product pages and let the tool analyze it. It will show you whether the structured data is correctly implemented and if the page is eligible for enhanced search results.
This final step ensures everything is running smoothly and gives you a clear idea of how your store appears to search engines.
Note: Judge.me supports multiple schema types for reviews and products. It keeps your schema data updated as you collect more customer reviews – all without needing to modify your theme files.
If you’re looking for broader schema coverage (like FAQ, Organization, Breadcrumbs, etc.), there are other powerful apps you can explore:
These apps are suitable for store owners looking for set-it-and-forget-it functionality or more SEO automation.
Using a well-rated Shopify app to handle schema markup is a smart move, especially if you’re focused on efficiency and scalability. Whether you need a basic Product schema or a more comprehensive setup, these apps offer flexibility with minimal effort. Once it’s set up, you’ll enjoy enhanced visibility on search engines and a more professional store presentation.
When it comes to adding schema markup to your Shopify store, you’ve got two solid paths: doing it manually or using an app. Both methods work – the right choice just depends on your comfort level, goals, and how much control you want.
This method gives you full control over what schema types you add and where. It’s ideal if:
Best for developers or store owners who want hands-on customization.
Apps handle everything for you, from injecting the schema to keeping it updated as your store grows. It’s ideal if:
Best for non-technical users or stores that want schema benefits with minimal effort.
At the end of the day, both approaches get the job done. If you enjoy digging into code, the manual process gives you flexibility. If you want it done fast and fuss-free, apps are the way to go. Choose what fits your workflow best.
You can add a local business schema manually by editing your theme’s theme.liquid file. Paste the JSON-LD code with your business name, address, phone, and hours inside the <head> tag. Alternatively, you can use apps like “SEO Manager” or “JSON-LD for SEO” that offer built-in local business schema support.
Here are different types of schemas in Shopify:
-Product (for product details)
-Review & Aggregate Rating (for customer reviews)
-Breadcrumb (for navigation)
-Organization & Local Business (for store info)
-Article/Blog Posting (for blog content)
To edit schema markup, go to Online Store > Themes > Edit Code, and open the relevant Liquid files (like product.liquid or theme.liquid). Look for existing JSON-LD code blocks and adjust the values as needed. If you’re using an app, most allow you to customize schema settings from their dashboard without touching code.
Adding schema markup to your Shopify store isn’t just a technical upgrade — it’s a smart SEO move. It helps search engines understand your content better and can improve how your products appear in search results, leading to higher click-through rates.
Whether you go with an app like Judge.me or prefer editing your theme code manually, both methods can boost your store’s visibility. And the best part? Once it’s set up, most schema markup updates happen automatically in the background.
If you need professional assistance in optimizing your Shopify store’s online presence, connect with our experts today!
Ankur Shah is a tech-savvy expert specializing in eCommerce solutions. With a deep understanding of WooCommerce and Shopify, he helps businesses optimize their online stores for success. Whether it's implementing new features or troubleshooting issues, Ankur is your go-to guy for all things eCommerce.
