I am doing an SEO consultancy on a Magento eCommerce store and I'd like to suggest the use of structured data, such as:

  • Breadcrumbs
  • Products
  • Price
  • Availability
  • Reviews
  • Ratings

My question: If there is an easy way to implement this on an existing ecommerce website, such as a popular extension, or via the backend of the Magento CMS. I'm a noob with Magento so any help is greatly appreciated. Thanks.


You will need to modify some template in order to achieve this.
For example you can modify the way the breadcrumbs are rendered by changing the contents of app/design/frontend/{interface}/{theme}/template/page/html/breadcrumbs.phtml For products you have:
app/design/frontend/{interface}/{theme}/template/catalog/product/list.phtml app/design/frontend/{interface}/{theme}/template/catalog/product/view.phtml and all the files in app/design/frontend/{interface}/{theme}/template/catalog/product/view/ folder.
For price is a little trickier. See what you can change in app/design/frontend/{interface}/{theme}/template/catalog/product/price.phtml
The availability can be found in app/design/frontend/{interface}/{theme}/template/catalog/product/view/type/ and it depends on the product type.
Reviews and ratings are rendered by app/design/frontend/{interface}/{theme}/template/review/product/list.phtml.
I'm not that experienced with structured data so I cannot tell you what you need to change. But I think you can work your magic if you know where to do the changes.

|improve this answer|||||
  • Excellent, saved me some Googling. – Edgar Quintero Jun 4 '13 at 15:10

Structured data, also known as Microdata, is descriptive metadata that is a function of your markup.

Because microdata is so closely tied to your markup, it is generally recommended that you update your theme manually to include microdata elements. There are some tutorials, and some "plugins" that will supposedly achieve this for you, but from experience (implementing on half a dozen sites) is that if you have any theme customizations at all you're really stuck with a manual effort.

An example of such customization would be as follows:

The Schema.org Doc: http://schema.org/Product

Open your template/catalog/product/view.phtml

div class=”product-essential”: Insert the itemtype

Source: https://www.revitalagency.com/blog/add-product-schema-microdata-to-magento/

Some further reading:




|improve this answer|||||
  • Awesome, thanks for the do it yourself tip, will do it like that. – Edgar Quintero Jun 4 '13 at 15:11

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service, privacy policy and cookie policy

Not the answer you're looking for? Browse other questions tagged or ask your own question.