How to Use Structured Data on Your Beauty Product Pages 

- 5 minute read

In the context of SEO, especially in the world of beauty SEO, structured data and ecommerce schema is a subject that’s rarely discussed.

Most of this is due to the difficulty associated with structured data and schema markup. To us, this is a great shame as schema presents some major opportunities, particularly in the e-commerce sector.

While schema and structured data alone doesn’t decide where search engines rank your website, it is continuously viewed as an important factor in making your website appear more favourable over others.

In this piece, we’ll explore the weird and wonderful world of structured data, explaining how it’s used in beauty digital marketing, and why it’s important.

What is Structured Data?

For websites, structured data is information that gets passed directly to search engines to describe the contents of a page.

While people can simply view the text and imagery on your web pages, search engines don’t get the same privilege. While they have gotten a lot better at understanding web pages based purely on text, visuals and code structure, they still need a helping hand from time to time.

That helping hand comes in the form of schema markup.

Does Schema Markup Help SEO?

Google has continually stated that schema markup is not a ranking factor. Despite this, schema does grant websites with even greater information about what each page is trying to accomplish, which does make Google’s job easier while indexing. Therefore, it can be inferred that schema does have a moderate SEO implication, even though it’s incredibly small-to-minute.

Structured Data in Beauty: How it’s Done

While there is a lot of schema to choose from for your beauty website, there are a few pieces in particular that are absolutely essential to your beauty website:

Beauty Product Schema

By far the most critical piece of schema for an e-commerce website is the product markup. Such snippets give Google heavily important details, like product types, names, images, prices, sale status and even review details.

Product schema can be achieved via the following code:

 
<script type="application/ld+json"> 
{ 
  "@context": "https://schema.org/", 
  "@type": "Product", 
  "name": "Hydrating Moisturiser", 
  "image": "https://example.com/hydrating-moisturiser.jpg", 
  "description": "A nourishing and hydrating moisturiser for smooth and radiant skin.", 
  "brand": { 
    "@type": "Brand", 
    "name": "Example Skincare" 
  }, 
  "sku": "789012", 
  "offers": { 
    "@type": "Offer", 
    "url": "https://example.com/hydrating-moisturiser", 
    "priceCurrency": "USD", 
    "price": "24.99", 
    "priceValidUntil": "2023-12-31", 
    "availability": "https://schema.org/InStock", 
    "itemCondition": "https://schema.org/NewCondition" 
  }, 
  "aggregateRating": { 
    "@type": "AggregateRating", 
    "ratingValue": "4.8", 
    "bestRating": "5", 
    "worstRating": "1", 
    "ratingCount": "250" 
  } 
} 
</script> 

The above example includes all the usual schema we’d expect from a brand selling moisturiser. It includes aspects like product imagery, names, brand names, review numbers and even brief product descriptions.

Navigational Schema

Site search is a very common feature for e-commerce websites. Giving users the ability to enter what they’re looking for into your website is a great way to improve its navigation and encourage a stronger user experience.

After spending a lot of effort making your site easily browsable, it’d be a shame to let that hard work go unrecognised. Fortunately, you can introduce all of that lovely navigation into search results with navigational schema:

In the above example, you’ll see Superdrug has fully embraced its navigational schema, with language taking users to a few of its most in-demand pages for products, store locations and sale items.

If you’re looking to do this for yourself, you’ll need to take advantage of the ‘SiteNavigationElement’ markup. The use of which will allow you to provide links to pages, along with descriptions, URLs and suggested titles.

Breadcrumb Schema

Taking inspiration from Hansel and Gretel, breadcrumb schema is all about leaving little hints in the SERPs to assist with webpage navigation. Compared to traditional results, breadcrumb SERPs are much more user-friendly, providing a lot more context around the website and what’s on display for each page.

For example, here’s a piece of non-breadcrumb schema:

Comparing this to a breadcrumb-filled result, the differences are immediately apparent:

Not only is the URL simplified with capitalised page titles, users are provided with an immediate product rating directly in search.

Recent Changes to FAQ and HowTo Schema

As of August 2023, Google has implemented some fairly drastic changes to the way FAQ and HowTo schema is addressed.

Prior to this, websites of all sizes were allowed to utilise the markup, with it displaying answers to commonly asked questions and showcasing the various steps included in a HowTo style of page.

From now on, FAQ schema will be restricted to only the most authoritative of domains, such as governments and health departments, such as Gov.uk and the NHS. Google hasn’t given a definitive reasoning for this action, but reports believe it to be an attempt to cut down on misinformation for question-asking searches.

HowTo schema has been impacted in a slightly different manner; instead of being displayed on both desktop and mobile searches, it will only be on offer for those browsing via desktop. Google closes out this announcement by claiming that such changes will not pose ranking penalties. However, we expect to see some implications to click-through-rates, especially for information-dense webpages.

For beauty brands, this could pose some difficulties to users looking for questions pertaining to your products. Things like the ingredients used, delivery timescales in particular may struggle to pull through into the SERPs if written from a question-and-answer perspective.

Voice Search Optimisation

Voice search has been growing for quite some time. Although reliable statistics are hard to find, various sources point towards voice searches accounting for over 90% of online searches carried out in the US alone.

As this popularity grows, the importance of schema markup scales along with it. Schema is the only thing that voice search uses to understand your audible queries and match results together.

Take Advantage of Schema On Your Beauty Website

Are you yet to implement schema across your beauty product pages? Maybe you’re still in the dark about how it’s done. Whatever your situation, allow us to help.

Our team of beauty marketing experts are well-versed in common SEO practices, with schema markup being no exception. Get in touch with us today to speak to our technical SEO team about how they can help.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

This field is for validation purposes and should be left unchanged.

To download the white paper, please enter your email address:

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.

Get Access

To download the white paper, please enter your email address:

This field is for validation purposes and should be left unchanged.