These slides were presented at the SEMrush webinar "Structured Data for eCommerce". Video replay and transcript are available at https://www.semrush.com/webinars/structured-data-for-ecommerce/

1. Martha van Berkel
CEO, Schema App
Schema Markup for
E-commerce

2. MIT
Queen’s
University
Strategy &
Innovation
CEO
Mathematics
& Engineering

3. Schema Markup = Structured Data

4. You think of code, we think Strategy.
Schema App provides a full service
Enterprise Solution for Schema Markup
for any website, any content without IT.

5. Schema App is Trusted by SEOs Worldwide

6. ● Schema Markup News
○ Rich Result Testing tool and SDTT Retiring
○ FAQ Rich Results
○ @IDs and Nesting Recommendation
○ Clarification on Product Pages
● Schema Markup for Product Models
○ Simplified and Aggregate Product Offers
○ Each Variant as an Individual Offer
○ Each Variant as a Product Model
● Creating Schema Markup at Scale
● Schema Markup in Analytics
● Learning Resources
Agenda

7. Rich Result Testing Tool GA, SDTT Retiring
Benefits
● Supports all Rich Results
● Up to date with documentation
Draw-backs
● Difficult to see all entities on a page
● More clicks to find errors
● Generic errors
Good News!
Google is responding to feedback. Discussion in
Github about a Chrome Testing Tool.

8. ● Seeing impact vary across industries - Ecommerce and Health have
biggest impact.
● FAQs returning are seeing a mix of 2 or 3 Questions in results
● Drop starts on July 8th, and fluctuation continues until July 24th.
Second drop August 4th, now recovering.
Google Changes with FAQ Rich Results 7/15

9. Product Markup not for Categories

10. July 8 2020, Update to documentation to connect markup.
Connect Markup with @IDs
https://developers.google.com/search/docs/guides/sd-policies

11. Your Schema Connects to Tell a Story
Contact
page
People
Organization
US
Office
European
Office
Job
Posting
FAQ
Product
Review
Video
Rating
Offer
(price)
Feature
FAQ
Image
Video

12. WooCommerce Variable Products are a product type that lets you offer a set of
variations on a particular product such as price, stock, size and more. For example, they
may be used on a shirt that’s offered in large, medium and small sizes and in different
colours.
Shopify Product Variants are used on products that come with more than one option,
such as color or size. Each combination of options is a variant of that product. For
example, you might sell a t-shirt with two options, such as size and color. The size option
might have three option values: small, medium, or large. The color option might have two
option values: blue or green. A variant of these options could be a small, blue t-shirt.
Product Model Definitions

13. Simplified Product Offers - One Price
Product markup would only use the properties that are shared across all variants such as, name,
image, and description. The Product type would then use the offers property to connect to either an
Offer, if no variation in pricing was present, or an AggregateOffer if pricing changed among the
product variants.

14. Simplified Product Offers - Price Range
If you were selling something that varied in price—for instance, Soap that comes in 250ml, 500ml
and 1000ml bottles—then you could call out the lowest price and highest price using
AggregateOffer.

15. Each Variant as an Individual Offer Example 1
Includes each variant’s price and availability as a separate Offer. Each Offer should have a sku to
differentiate it from other variants, along with its price and availability.

16. Each Variant as an Individual Offer Example 2
The Soap Suds example shows varying Offer properties sku, name, price, priceCurrency (in ISO
4217 currency format) and availability.

17. Each Variant as a Product Model
Use Product Model if your products have significant
variations among their critical properties.
First define a schema.org/Product as the base product,
adding properties that are common across all variations.
To express properties that are variable, use the
ProductModel type.
Note that ProductModels themselves may contain other
ProductModels. This relationship can be defined using the
isVariantOf property.

18. Product
model
Product Model
offer
Product Model
offer
Product
Product Model
offer
Product Model
offer

19. Schema Markup in Analytics

20. The Schema Markup Process
Spans from Strategy to
maintenance and Reporting.
Is Iterative.
Identifies opportunities in content
based on schema.org vocabulary &
Google Required and
Recommended Fields.

21. ● Automate what you can!
● Schema App Plugins for WooCommerce, Shopify and BigCommerce
● Schema App Google Merchant Feed Integration
● Schema App Highlighter for Any Ecommerce platform
Schema App Ecommerce Solutions

22. Training + Learning Resources
● Schema Markup for Product Models - Addresses markup for complex
products.
● CollectionPage - For when a single web page has a collection of things
without an implied hierarchy.
● Stand out in Search with FAQ Rich Results - A detailed guide with a
variety of examples
● Schema App Highlighter Overview - Video plus step-by-step written
instructions
● Services via the Editor (Video + step-by-step instructions)

23. www.schemaapp.com
Newsletter
Email
Course

24. Questions?

25. Martha van Berkel
CEO, Schema App
@marthavanberkel
martha@schemaapp.com

26. Authoring with Schema App
Editor - Markup unique pages
one by one.
Highlighter - Markup one page
and deploy the markup to all
similar pages.
Dynamically updates as pages
are added or removed

27. Editor: Optimize Unique Pages

28. Highlighter: Optimize Template in Minutes

29. Collaboration: Partner Program Benefits
Resellers:
● Sell and execute schema markup like a pro!
● Discounts on subscriptions to earn you more margin
● White label marketing materials you can rebrand as your own
○ Sales Presentations
○ Social media content
○ Articles and newsletters
● Access to schema markup education, training, and support
● Collaboration on schema strategy for your accounts
● Sales & Technical Certifications - coming soon!
Referral Partners:
● Earn rebates on Enterprise Subscriptions (plus professional services)
https://www.schemaapp.com/become-a-partner/

30. Presales
Sales
Ops
Deploy &
Maintain
Manage
Schema App Partner Program
Referral Partner
Identify prospect
Preliminary qualification
Introduce Schema App
Reselling Partner
Marketing
Identify prospect
Preliminary qualification
Take lead in Sales Cycle
Demo
Define Strategy
Quote
Order
Collections
Authoring, Deployment &
Maintenance, 1st level support
Measurement, Analytics
Referral Partner Reseller Partner

31. Financial
Sales &
Marketing
Training &
Support
Partner Program Benefits
Referral Partner
15% Rebate calculated on sale of Premium
& Enterprise subscriptions plus
professional services (years 1 and 2)
Sales presentations, emails, social media
content you are free to rebrand
Training, videos, newsletters, email support
Reselling Partner
Pro Multi-Site subscriptions discounts
Premium & Enterprise discounts:
● 25% - 40% discount (includes deal
registration)
● 75% discount for own website
Professional Services - 15% discount
Sales presentations, emails, social media
content (you are free to rebrand)
Leads for Pro accounts
Schema App Partner Designation*
Assistance scoping out opportunities
Training, videos, newsletters, email support
Access to Schema App CSM**
Sales & Technical Certifications*
I
*coming soon
** Applicable to Premium or Enterprise subscriptions
Referral Partner Reseller Partner