Structured data is a critical component of effective SEO strategy. It allows search engines to better understand your website content and offers potential for enhanced search visibility through rich snippets.
Two important types of structured data for e-commerce websites that is currently being implemented by popular search engines like Google in 2023 is ‘hasMerchantReturnPolicy’ and ‘shippingDetails’.
This short guide will explain how to add these to your website in a few simple steps.
Understanding ‘hasMerchantReturnPolicy’ & ‘shippingDetails’ Structured Data
‘hasMerchantReturnPolicy‘ and ‘shippingDetails‘ are structured data types specified by Schema.org, a collaborative project used by search engines like Google and Bing to understand the content on websites.
hasMerchantReturnPolicy Structured Data
The ‘hasMerchantReturnPolicy’ structured data property specifies the return policy of a merchant for a product. This is vital information for customers, and making it easily accessible can improve user experience and potentially increase conversion rates.
shippingDetails Structured Data
The ‘shippingDetails’ property, on the other hand, provides information about the shipping policies of a product. It may include details about shipping rates, delivery times, and shipping destinations.
How to Add Structured Data like ‘hasMerchantReturnPolicy’ & ‘shippingDetails’ to Your Website
Implementing structured data like ‘hasMerchantReturnPolicy’ and ‘shippingDetails’ involves adding specific code snippets to your website’s HTML.
Here’s a step-by-step guide on how to do this:
Step 1: Identify Where to Add the Structured Data
Typically, you’ll want to add ‘hasMerchantReturnPolicy’ and ‘shippingDetails’ structured data to individual product pages on your website.
Each product page should have its unique return policy and shipping details.
Step 2: Write Your Structured Data Code
You’ll need to write a code snippet in JSON-LD (JavaScript Object Notation for Linked Data), which is the most recommended format for structured data by Google.
Here’s an example of how the code might look for a hypothetical product:
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Example Product",
"hasMerchantReturnPolicy": {
"@type": "MerchantReturnPolicy",
"returnFees": "Customer pays",
"returnPolicyCountry": "AU"
},
"shippingDetails": {
"@type": "OfferShippingDetails",
"shippingRate": {
"@type": "MonetaryAmount",
"value": "10.00",
"currency": "AUD"
},
"shippingDestination": {
"@type": "DefinedRegion",
"addressCountry": "AU"
}
}
}Step 3: Add the Code to Your Website
Once you’ve written your structured data code, you’ll need to insert it into the HTML of each product page.
The code should be placed within the <head> tags of the HTML.
Step 4: Test Your Structured Data
After adding the code to your website, use a tool like Google’s Rich Results Testing Tool to ensure it’s implemented correctly.
How to Add Structured Data to a WordPress Website
Adding structured data to a WordPress website can be facilitated with the help of plugins like Yoast SEO or Rank Math SEO
Once installed, these plugins offer options to add the structured data directly to your product pages.
However, for more customised structured data like ‘hasMerchantReturnPolicy’ and ‘shippingDetails’, you may need to manually add the JSON-LD code to the HTML of each product page.
You can do this by editing the page and adding the code to the Text Editor.
How to Add Structured Data to a Shopify Website
In Shopify, you can add custom structured data by editing your theme code.
From your Shopify admin, go to Online Store > Themes.
Find the theme you want to edit, click Actions, then click Edit code.
Find the product-template.liquid file in the Sections directory.
Here you can insert your custom JSON-LD structured data.
Be sure to click Save when you’re done.
Common Mistakes to Avoid
Implementing structured data is not without its potential pitfalls. Here are some common mistakes to avoid:
- Not testing the structured data: Always test your structured data to ensure it’s implemented correctly and will be recognised by search engines.
- Incorrect values: Ensure the values you provide in the structured data, such as the currency or the shipping destinations, are accurate and relevant.
- Not updating structured data: If your return policy or shipping details change, remember to update your structured
Frequently Asked Questions
What is structured data?
Structured data is a way to format HTML that uses specific vocabulary, informing search engines about the content of your website and helping it appear in relevant searches.
Why is structured data important for SEO?
Structured data helps search engines understand your website content, potentially leading to richer search results and increased visibility.
How can I test if my structured data is implemented correctly?
You can use Google’s Rich Results Testing Tool to check if your structured data is implemented correctly and recognised by search engines.
Can I add structured data to my website without coding knowledge?
While structured data does involve some coding, there are several user-friendly tools and plugins on platforms like WordPress or Shopify that make it possible for non-tech savvy individuals to implement it.
Wrapping Up
Adding ‘hasMerchantReturnPolicy’ and ‘shippingDetails’ structured data to your website is an effective way to enhance your SEO efforts and improve user experience while also resolving any Google Search Console errors that you may have noticed recently.
By providing search engines with more information about your products, you can help your items to be more discoverable and appealing in search results.
Remember to always test your structured data to ensure it’s correctly implemented and regularly update it to reflect any changes to your policies.
By doing so, you can increase your website’s visibility, improve user experience, and potentially boost your conversion rates.
To your success,
Jackson
