Audit tool / Guides

Shopify Structured Data (JSON-LD): What Your Theme Includes and What's Missing

By Evan Walter · Updated 2026-11-11

Structured data is machine-readable information, usually a <script type="application/ld+json"> block, that tells search engines facts about a page: this is a product, it costs $40, it's in stock, here is the brand. It makes pages eligible for rich results such as price and availability in Google.

What Shopify themes usually include

Many modern Shopify themes, including Shopify's free Online Store 2.0 themes, output Product structured data on product pages and Organization or WebSite data on the homepage. Older and some third-party themes include less or none. The audit checks your homepage for JSON-LD and lists the types it finds.

How to check a product page

1. Open Google's Rich Results Test.
2. Paste a product URL and run it.
3. Look for Product snippets or Merchant listings, and read any warnings (missing reviews, shipping or return details are common).

Common gaps

• No Organization data on the homepage (logo, social profiles).
• Duplicate Product blocks when an SEO app and the theme both output one. Pick one source.
• Review stars missing because the reviews app doesn't add them to the Product block.

Fixing it

You can add JSON-LD in your theme's Liquid templates or use an SEO app. Before adding an app, check what your theme already outputs. Doubling up can cause conflicting data.