Match visible product facts
Structured data should reflect what shoppers can see on the page. Do not add invisible claims solely for search engines.
Avoid duplicate conflicting markup
Themes and apps can both output Product JSON-LD. Audit the final page source so price, availability, and review fields do not conflict.
Offer data must stay current
Price and availability fields should update with Shopify product state. Hardcoded values rot quickly.
Review markup needs real reviews
Only output aggregate rating and review fields when they come from actual collected reviews and match page-visible content.
Related reading
Topic hub
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Sources
FAQ
Does Shopify output Product schema automatically?
Many themes output some schema, and apps may add more. You still need to audit the final page.
Can schema improve rankings directly?
Schema helps eligibility for rich results and clarity, but it is not a magic ranking switch.
Should hidden claims go in JSON-LD?
No. Structured data should match visible page content.