Schema markup is structured data — a standardized, machine-readable summary of what's on a page. It uses the Schema.org vocabulary and is added to your pages as JSON-LD. Search engines and AI assistants use it to understand what your store sells, who you are, and what each page is about, without having to guess from free-form text.
Schema makes your store eligible for richer search results (prices, availability, ratings, breadcrumbs, FAQs) and gives AI tools the context to mention or recommend your products accurately. It doesn't guarantee rich results, rankings, or AI mentions — those depend on each platform's own quality signals — but it removes uncertainty about what your pages contain.
What InstaIndex adds to your storefront
When schema markup is enabled, InstaIndex automatically outputs structured data across your store:
Organization — your business name, URL, logo, description, social profiles, and contact details.
Retail stores — Store/LocalBusiness data for each physical location you've added under Organization, including images, opening hours, geo coordinates, phone, and address.
WebSite, WebPage, and Breadcrumb — site identity and page-level context so crawlers understand your site structure.
Article — author, dates, and image data on blog posts.
Product / ProductGroup — name, description, brand, SKU, GTIN, variants, price, availability, item condition, images, and aggregate ratings from your review app.
Shipping and returns — OfferShippingDetails and MerchantReturnPolicy attached to product offers.
Book — Book properties (ISBN, author, publisher, format, page count, language, publication date) merged into product schema when enabled and an ISBN is present.
FAQPage — Q&A you've added to your homepage, products, collections, articles, or pages.
For products, InstaIndex also includes richer context that helps AI models understand your catalog: the Shopify product category, Category metafields (color, material, pattern, size, target audience, suggested gender), and any other product metafields as additionalProperty.
What you can configure
Most of what InstaIndex outputs works automatically from your storefront data. A few surfaces have dedicated settings pages:
Schema markup → Set up — a guided flow that checks your existing schema, suggests values from your storefront and Shopify admin, and turns InstaIndex on. See How to set up schema markup with InstaIndex.
Schema markup → Organization — business identity, logo, social links, contact details, address, and retail stores. See Configure Organization and retail store schema.
Schema markup → Product — review app, shipping details, return policy, item condition, price modifier, and Book schema. See Configure Product schema.
Schema markup → FAQ — FAQPage Q&A for any homepage, product, collection, article, or page. See Add FAQPage schema to your storefront pages.
Plan availability
Schema markup is included on every paid plan.
Guided schema setup and Book schema are available on the Premium and Business plans (and legacy equivalents).
Avoid duplicate schema
If your theme, a review app, or another SEO app is already outputting schema for the same content, search engines may see conflicting markup. Guided setup checks for this automatically. If you find duplicates, see How to fix duplicate schema issues.
Verify what's on your pages
To see what's actually being output, paste a storefront URL into Google's Rich Results Test or the Schema Markup Validator.
For common questions, see the Frequently asked questions about Schema markup.