Everyone wants better ranking but that’s not really what they want.
Stores want more traffic.
They want that because it leads to sales.
Sales is what really matters.
All of SEO is just a marketing channel to get more visitors who turn into customers.
The main FIX for SEO is better rankings
What if there was a way to get more sales with the existing rankings you already have?
How?
By convincing more searchers to click on your search listings.
More clicks == more traffic == more sales.
What we’re talking about today is a search enhancement in Google called Rich Snippets, specifically Product Rich Snippets.
They enhance your existing search results with more data and pixels.
Eric Davis joins us today to walk us through it in easy to understand terms.
Eric is founder of Little Stream Software, which helps Shopify entrepreneurs customize their Shopify stores using public and private Shopify Apps.
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Work with Kurt
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Learn:

Why we should invest in structured data
What structured data does
How it affects your appearance in search results
When and why Google might rewrite your title and descriptions
What Google’s motivations are
Which rich snippets are available to help you sell more
When you may not want to use semantic markup
And how to test for it and use it in your store today
How to get in touch with Eric for a free review of your structured data

Links Mentioned:

Newsletter: Eric’s Daily Shopify Tips
Google Structured Data Testing Tool
App: JSON-LD for SEO
Article: Uncover all of your Shopify store’s rich snippets with this one search

Free Guide
I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free.
Tell me where to send your sample at ecommerce-bootcamp.com
Full Transcript:
Kurt Elster: Recording from Ethercycle Headquarters outside Chicago, this is the unofficial Shopify Podcast and I’m your host Kurt Elster. Today, let’s take a little trip down memory lane. I recall we were doing a lot of just web development, front end development stuff, really exciting, back in say 2012. That feels like a lifetime ago already, maybe 2011. There was a lot of talk about this thing called semantic data or structured HTML or structured data, semantic HTML. Basically, the World Wide Web consortium who makes these standards that we used to development websites came up with whole bunch of fun HTML tags to try and describe the content of a site to robots essentially for Google’s benefit.
We would wrap our content in these fancy tags and then ideally Google would understand, “This is what this stuff does,” or what this is about. In theory, we would all go along with it, because by implementing this, by going through the effort of adding in this extra code to describe your page to Google, you would get more relevant results, more relevant search queries, better qualified traffic. There’s a whole host of reasons to do it. It was really exciting. We’re going to have structure data for just about everything you could come up with. It never really went anywhere. For two reasons, there’s a lot of work for people and because Google got much better at figuring out what it was looking at.
It did survive in one vertical and that’s ecommerce. They still have this stuff for reviews and for product data. It’s still out there. Where you’ve got these extra HTML tags that are going tell Google when it looks at a product page, “This is what’s on here.” Then it could do all kinds of cool stuff with that data. We’ve got, ideally, this great SEO benefit and opportunity from this fairly straightforward technical thing that we can implement in Shopify themes. Why would we do it and why do we engage in SEO or even talk about this or mess with it? Well, it’s because everybody, every stor