Structured data tells a search engine what a page is rather than making it guess. On a store the three that matter are Product, BreadcrumbList and FAQPage, and most themes ship the first one incompletely.
Product
The one that produces rich results — price, availability and rating in the search listing.
What it needs: name, image, description, SKU, brand, an offers block with price, currency and availability, and aggregateRating only if ratings are genuinely visible on the page.
The common failures: availability hard-coded to InStock regardless of actual stock, price missing currency, and aggregateRating present when the page shows no reviews. That last one is the most serious.
Markup that claims something the page does not show is the one real risk in this area. Rating markup with no visible reviews is a manual action waiting to happen, and themes do it by default more often than you would expect.
BreadcrumbList
Cheap, reliable, and improves how your listing displays. Home, collection, product. Shopify gives you the data; most themes just do not emit it.
FAQPage
Only on pages with genuine questions and answers, and the markup must match the rendered text exactly. Google has tightened what it shows from FAQ markup, so treat it as clarity for machines rather than a guaranteed rich result.
Every FAQ block we publish is verified against the rendered page before shipping — the check compares each question and answer string against the visible text and fails the build if they differ. Worth doing because drift is silent otherwise.
Organization
Site-wide, once. Name, logo, URL, and sameAs linking to your real profiles. The sameAs list is the underrated part: it ties your site to entities the search engine already knows, which is how a brand becomes recognisable rather than just a domain.
What not to bother with
Review markup on anything other than genuine customer reviews. Product markup on collection pages. Anything describing content that is not on the page.
How to check it
Google's Rich Results Test for whether it is eligible, and Search Console's Enhancements reports for whether it is actually being used across the site. The second is more useful — it tells you about pages you did not think to test.
Talk it through
Send us a product page URL.
We will tell you what markup it currently emits, what is missing, and whether anything on it is claiming something the page does not show.
Get it checkedA real read within one business day — not a sales call.
About the author
Manpreet Singh
Founder of Proscube. Leads the studio's Shopify, headless and CRO engineering, and works directly with founders rather than through account managers.
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