Add the product details agents use to compare

Beyond the basics, a handful of fields let agents tell your product apart, match it to the same product elsewhere, and answer whether it's in stock.

Check P2 in the Product data dimension, worth 5 points of 100 and measured by software.

What we check

We measure how many of these each sampled product page carries in its structured data: availability, a brand name, a GTIN with a valid check digit or an MPN, a SKU, the item's condition, a description of 160 characters or more, and a review rating when the page shows reviews. The score is the average coverage.

Why it matters

GTIN, brand and availability let agents match and compare your product across stores.

A GTIN is the number under the product's barcode, the code that ties your listing to the same item everywhere else. Its last digit is a check digit, so a typo or a made-up number fails.

How to fix it

Fill Shopify's barcode and vendor fields and output them in JSON-LD. Typical effort: 1 day.

  1. Enter each variant's barcode in Shopify's Barcode (ISBN, UPC, GTIN, etc.) field and its SKU in the SKU field.
  2. Set each product's vendor to its brand name.
  3. Make sure your JSON-LD outputs these fields. Shopify's structured_data filter may leave some of them out, so your theme or an SEO app may need to add the GTIN, the condition and the review rating.
  4. If your pages show reviews, output the review app's aggregateRating in the same Product block.
  5. Write product descriptions of at least a few full sentences.

Check it yourself

Run a product page through the Schema Markup Validator and look for gtin, brand, sku, itemCondition and availability on the Product and its offers.

See how your store does

The free audit runs this check and the rest on your store and emails you your score, your grade and your top findings, with the evidence for each.