How can I use microdata to improve my search results?

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What We'll Cover


What Is Structured Data?
Given the fact that the majority of shoppers research products online, typically starting with a search engine, it makes sense that you would want to show your products pertinent information directly in search, rather than hoping your customers will click on your link to find what they wanted all along. In addition to using well thought out titles and descriptions, you should also consider using structured data to accomplish this goal of a better user experience. While stuctured data, as a whole, encompasses a huge variety of data that is useful in many more ways, this article will focus on how to leverage it to improve your listings in Google, Bing, and Yahoo.

We'll start with an example Google search result:

The product title is great (it includes a call to action, the tree's common and latin names, as well as the name of the merchant selling it) and it has a useful bit of text describing the tree, complete with targeted keywords used in a way that don't sound unnatural.

But, what if we could make the listing even more useful to our target audience?

What if we could show them something like this:

Now, we've got all of that useful information that made the original listing great, but we've also included product ratings, our price, the fact that this product is available to be purchased, and a link to view other products. The benefits of this are pretty broad, including a better user experience, a result that stands out visually, and a reduced bounce rate for click-throughs.

How Do I Implement It?

Glad you asked! Given the fact that your Bigcommerce store already holds this data in variables, it's far easier to set this up in your store than it would be in a traditional webpage.

From your control panel, navigate to DESIGN > TEMPLATE FILES and edit Panels/ProductDetails.html. Paste the following piece of code at the very bottom of the file, and save.


<div itemscope itemtype="http://schema.org/Product">
<meta itemprop="name" content="%%GLOBAL_ProductName%%">
<meta itemprop="description" content="%%Page.MetaDescription%%">
<meta itemprop="image" content="%%GLOBAL_ThumbImageURL%%">

<div itemprop="aggregateRating" itemscope itemtype="http://schema.org/AggregateRating">
<meta itemprop="worstRating" content="1">
<meta itemprop="bestRating" content="5">
<meta itemprop="ratingValue" content="%%GLOBAL_Rating%%">
<meta itemprop="reviewCount" content="%%GLOBAL_ProductNumReviews%%">
</div>

<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<meta itemprop="price" content="%%GLOBAL_ProductPrice%%">
<meta itemprop="priceCurrency" content="USD" />
<link itemprop="availability" href="http://schema.org/InStock" />
</div>

<div itemscope itemtype="http://schema.org/Organization">
<meta itemprop="name" content="%%GLOBAL_BrandName%%">
</div>

</div>


...And there you go. That was it!

How Can I Test It?

If you want to see the structured data in action, go to http://www.google.com/webmasters/tools/richsnippets and enter in one of your own product URLs. You'll see a result similar to this:


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Drew N, Community Manager

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Posted 5 years ago

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S

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Great Article!

1 - I trust we copy/paste exactly as is without concern for the 'links that are highlighted'?

2 - Is the rating overall 'store rating' (collective of all product ratings)? wondering how this would apply to stores with mostly 'one of a kind' products?

Thank you!
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Mike F., Alum

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Hi Sally, Sorry it took so long to answer this one. I wanted to double check with the folks at BC to be sure.

1. The code provided can just be copy/pasted into the file and it will work for the products.

Concerning 2, it is the rating based off of each individual product, not the site as a whole. Therefore it won't affect store's with unique products.
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S

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Thanks for the explanation, Mike.

One additional question if you don't mind: If that coding is used, will the rating just not be there or show 'blank stars and no rating'?

Thanks again!
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Mike F., Alum

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It won't appear at all.
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S

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TY!
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Jill1739

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This reply was created from a merged topic originally titled
Microdata in Bigcommerce not working correctly!!!.


I added Microdata code in BC and google markup tools shows product pages have the microdata working correctly but in my google webmaster tools it says my site doesn't have any structured data or microdata. Not sure why its not showing up??? also my product pages are already in google search but doesn't show the microdata???
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Mike F., Alum

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Did you perform the steps above? I've seen many cases where Google Webmaster Tools does not immediately see the change. Depending on when you added the code, you might try checking it again over the next day or two.
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Jill1739

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i followed this https://support.bigcommerce.com/quest... the one posted above has & gt; next to links does that matter? I had implemented this a couple months ago
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Mike F., Alum

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Sorry Jill1739, I can see you are asking a question about the code, but not quite sure what you mean.
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Jill1739

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the difference from the code in this post has & gt; after links like "http://schema.org/AggregateRating"&gt;" but the tutorial from BC doesn't have the & gt; after the links
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Mike F., Alum

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Ah.. thank you for explaining. It looks like when the data was pasted to the Community those characters some how changed. I'll make sure it gets fixed but for now follow the steps directly on the BC site using this link: https://support.bigcommerce.com/quest...
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Jill1739

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This is a product in google search results from a product i put in earlier in the day it appears to display some of the microdata items without the values but displays them as the description... any ideas?
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Mike F., Alum

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I would remove the code then.  As far as the product meta data, I highly recommend adding something to those fields. It will be used for both Google keyword searches and also your customers using the search tool on the site.


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Jill1739

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i'm up to about 2,000 items in google webmaster tools 1,000 under "products" and 1000 "organization" there all the same products but microdata still not showing in search results??
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Mike F., Alum

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Hi Jill1739, You may want to call the number on this page:https://community.homestead.com/homes... We have a team of Bigcommerce specialists that could probably give you more insight regarding this.
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S

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Hi Jill1739 -

I am experiencing similar issue - if you learn something about this, could you please post/share?

Thanks!
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Mike F., Alum

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Jill1739, If you click the link I posted directly above, you are welcome to call that number to. It is specifically for Bigcommerce questions.
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Robert0634

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I just have a simple website not a estore, ecommerce or bigcommerce but I want Structured Data.

What do I do?
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Mike F., Alum

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Hi Robert0634, I responded to you on your other post. https://community.homestead.com/homes...
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S

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I am happy to report that the Structured Data is starting to populate (slowly but happening). Some tweaking I see may be possible as time goes but so far no errors reported.

One thing I did notice (which I addressed in another post about image url's), below is a snippet of an item showing (partial) image url where my store domain is not showing like the product url and wondering if this is why I am seeing my images in search results with BC URL?



Also - does anyone know how/where I would add the 'Authorship Code'?

Thanks!

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