Store Schema

Store Schema

The Store schema is a structured data format specifically designed to consolidate information about a retail outlet on a webpage. It incorporates elements such as the store’s name, a concise description, physical address, operational hours, contact details, and an inventory list of products or services provided. The implementation of this schema aids search engines in accurately interpreting and showcasing store-related data.

Similar to the Event Schema, which facilitates the organized presentation of event details for enhanced search engine visibility, the Store schema aims to optimize the representation of retail information. This structured approach allows search engines to efficiently index and display relevant store data, improving the ease with which consumers can discover retail information online.

When a Store schema is integrated into a webpage, it meticulously itemizes critical information that potential customers seek, including where the store is located, how to contact it, when it is open, and what it sells or offers. This markup is instrumental in enriching search results with valuable insights into the store’s operations, thereby enhancing the user’s search experience.

For retail listings, the Store schema encompasses essential fields as well as additional fields that can offer further insight:

Mandatory Fields:

name: The official name of the store.

address: The physical location of the store, including detailed sub-properties like street address, city, and postal code.

openingHours: The hours during which the store is open for business.

Recommended Fields:

description: An overview or brief description of the store.

telephone: The contact number for the store.

image: Photographs representing the store or its products.

product: The range of products or services available at the store.

geo: The geographical coordinates of the store.

Incorporating the mandatory fields ensures the validity of the Store schema markup, while the inclusion of recommended fields significantly enriches the content, offering potential customers a comprehensive view of the store’s offerings. This detailed presentation not only boosts the store’s search engine rankings and visibility but also facilitates a more informed and convenient shopping experience for consumers. By providing clear, actionable details about the store, retailers can effectively attract and engage with their target audience, driving foot traffic and sales.

Here is an example of Store schema looks like:

How to access Store schema using Rich Snippets

Access it from METAs – Rich Snippet – Store

Clicking on the “+” symbol will open up a panel where you can start editing and customizing your Schema Template.

A pop-up will appear where you can edit your Store details:

Headline – Aim for 50-70 characters, with relevant keywords added, this range is considered optimal for SEO purposes, ensuring that the headline doesn’t get cut off in search engine results pages (SERPs).

Description – for product descriptions, aim for about 150-300 words

Phone number – E.164 Format: +[Country Code][Area Code/Carrier Number][Subscriber Number]
Example: +1-800-555-0199 for a US number or +44-20-7946-0018 for a UK number.

Price Range – Display the lowest and highest price in the range, separated by a dash or the word “to”. Use the currency symbol appropriate for your target audience or multi-currency symbols if your store serves multiple countries. Examples: $10 – $50, £20 to £100

For instance, the US uses the dollar sign before the amount with two decimal places ($10.99), while many European countries place the currency symbol after the amount and use a comma for the decimal separator (10,99 €).

Address – Involves adhering to international standards while ensuring local accuracy and readability. A well-structured address format can improve user experience, delivery accuracy, and even SEO performance.

1. Street Address or P.O. Box: Include the street number, street name, and apartment or suite number if applicable. For P.O. Boxes, just the box number.
2. City/Town: The name of the city or town.
3. State/Province/Region: Depending on the country, this could be a state, province, or region.
4. Postal Code: The ZIP or postal code used for mail sorting.
5. Country: The country name, especially important for international mail.

Geo – Incorporating geographic coordinates, specifically latitude and longitude, into a store schema, enhances various functionalities such as location-based search, proximity calculations, and mapping services 

Latitude/Longitude – Use decimal or floating-point data types to store latitude and longitude, as this ensures the chosen type can accommodate the necessary precision, for validation purposes ensure that latitude values are within the -90 to 90 range and longitude values are within the -180 to 180 range.

Opening Hours specifications – Specify opening and closing times in 24-hour format.

• Weekends: Include separate times for weekends if they differ.
• Closed Days: Indicate days the store is closed.

Image – Adding image URLs helps with visual appeal, clarity, increases click-through rates, improves user experience, and boosts SEO visibility.

Make sure to click on Save

With this you have a Store schema set up. All there is left to do is check it up and see if it works as expected. This is easier than you imagine, and Squirrly will help with the steps.

Verify Markup

After saving your changes, you can verify that the Store schema markup has been added correctly by viewing the page or post source code. Look for the JSON-LD markup representing the Store schema.

1. Click on JSON-LD Code – Validate JSON-LD

2. A new page / tab will open you will get you test code, click on TEST CODE

3. A small pop-up appears, and you will have to wait a few moments for the data to be processed
4. Once data is processed, you will be able to see your work, test it, share it and use it to enhance your work.

For further details, we recommend referring to the following resources
Store Schema
Local business (LocalBusiness) structured data

The Squirrly SEO Patterns List