Seo Structured Data

Schema Types

Product Schema (product pages)

Required on every product page. Without offers.price and offers.availability, Google cannot generate rich results (price badges, stock status in search). These fields are technically required for rich result eligibility.

For complete template, see schemas/product.json.

Required fields (for rich result eligibility per Google):

Recommended fields (strongly encouraged):

// Example imports — use your project's actual config
import { SITE_URL, BRAND_NAME } from '@/config/site';

const productSchema = {
  "@type": "Product",
  name: product.name,
  description: product.description,
  sku: product.sku,
  mpn: product.mpn,
  brand: { "@type": "Brand", name: BRAND_NAME },
  image: product.images.map(img => img.url),
  url: `${SITE_URL}/${locale}/products/${product.id}/${product.slug}`,
  offers: {
    "@type": "Offer",
    price: product.price,
    priceCurrency: getCurrencyForLocale(locale), // GBP for en-GB, EUR for de-DE, etc.
    availability: product.inStock
      ? "https://schema.org/InStock"
      : "https://schema.org/OutOfStock",
    seller: { "@type": "Organization", name: BRAND_NAME },
    url: `${SITE_URL}/${locale}/products/${product.id}/${product.slug}`,
  },
};

Note: Use Offer type (not AggregateOffer) — AggregateOffer is only eligible for product snippets, not merchant listings.

B2B pricing note: If prices are hidden behind login, omit the price field entirely rather than showing 0. You can still include availability. Consider adding eligibleCustomerType: "Business".

BreadcrumbList Schema

Recommended on every page except the homepage. Note: as of January 2025, Google no longer displays breadcrumbs in mobile search results (they still appear on desktop). BreadcrumbList schema remains useful for desktop SERP display and for helping Google understand site hierarchy.

Must mirror visible breadcrumb navigation exactly. For template, see schemas/breadcrumb.json.

const breadcrumbSchema = {
  "@type": "BreadcrumbList",
  itemListElement: [
    { "@type": "ListItem", position: 1, name: "Home", item: `${SITE_URL}/${locale}/` },
    { "@type": "ListItem", position: 2, name: category.name, item: `${SITE_URL}/${locale}/categories/${category.slug}` },
    { "@type": "ListItem", position: 3, name: subcategory.name, item: `${SITE_URL}/${locale}/categories/${category.slug}/${subcategory.slug}` },
    { "@type": "ListItem", position: 4, name: product.name }, // Last item: no 'item' URL
  ],
};

Rules:

• Every ListItem except the last must have an item (URL)
• The last item represents the current page — only name, no item
• position starts at 1, increments by 1
• URLs must be absolute and include locale prefix
• Must match visible breadcrumbs exactly
• Minimum 2 ListItem entries required — Google ignores single-item breadcrumbs
• Breadcrumbs should represent a typical user navigation path to the page, not necessarily mirror the URL structure
• Including 'Home' as the first item is common but not required by Google

Organization Schema

On the homepage or about/contact page only — not on every page.

For template, see schemas/organization.json.

// Example imports — use your project's actual config
import { SITE_URL, BRAND_NAME } from '@/config/site';

const organizationSchema = {
  "@type": "Organization",
  name: BRAND_NAME,
  url: SITE_URL,
  logo: `${SITE_URL}/assets/logo.svg`,
  contactPoint: {
    "@type": "ContactPoint",
    contactType: "customer service",
    availableLanguage: availableLanguages, // from locale config
  },
};

WebSite Schema (with SearchAction)

On the homepage layout only.

const websiteSchema = {
  "@type": "WebSite",
  name: BRAND_NAME,
  url: SITE_URL,
  potentialAction: {
    "@type": "SearchAction",
    target: {
      "@type": "EntryPoint",
      urlTemplate: `${SITE_URL}/${locale}/search?q={search_term_string}`,
    },
    "query-input": "required name=search_term_string",
  },
};

FAQ Schema

Note: Since August 2023, Google has progressively restricted FAQ rich results to a small number of well-known, authoritative government and health websites. For e-commerce sites, FAQ schema provides essentially zero value from Google — no rich results will appear regardless of implementation quality. Other search engines (Bing) may still use it, but the ROI is minimal. Skip FAQ schema on e-commerce sites unless you have a specific non-Google reason.

If you still choose to implement it: only on pages with visible FAQ content. Do not add FAQ schema to pages without visible Q&A.

For template, see schemas/faq.json.

const faqSchema = {
  "@type": "FAQPage",
  mainEntity: faqs.map(faq => ({
    "@type": "Question",
    name: faq.question,
    acceptedAnswer: {
      "@type": "Answer",
      text: faq.answer,
    },
  })),
};

Rules:

• Minimum 2 questions
• Question text must match visible question exactly
• Answer text must match visible answer (can be slightly shortened)

Combining Multiple Schemas

When a page has multiple schema types (e.g. Product + BreadcrumbList), use @graph:

<JsonLd data={{
  "@context": "https://schema.org",
  "@graph": [productSchema, breadcrumbSchema]
}} />

Prefer a single <script> tag with @graph to combine schemas — this keeps structured data organized and easier to maintain. Multiple separate <script> tags are also valid and will be processed by Google, but can become harder to manage at scale.

Common Technical Anti-Patterns

1. Missing price/availability on Product schema — without these fields, Google cannot generate rich results
2. Wrong currency for locale — en-GB must use GBP, de-DE must use EUR; use a locale-to-currency mapping function
3. Breadcrumbs don't match visible navigation — schema and UI must be identical
4. FAQ schema on pages without visible FAQ — Google considers this spam
5. Hardcoded URLs without locale prefix — all URLs in structured data must include /{lang}-{COUNTRY}/
6. Price with currency symbol — offers.price must be a plain numeric value (e.g. 39.99 or "39.99"), never "$299.00" or "1,299.00"
7. Client-side rendering of JSON-LD — always render in Server Components so crawlers see it on first load