How to Get Better Schema Markup for WooCommerce

WooCommerce is a popular e-commerce plugin, with a solid and well designed codebase, but WooCommerce is not an SEO plugin - its Schema markup for search engines is minimal and its social meta tags for Facebook, Twitter, and other social sites are non-existent. This guide provides a quick and easy solution to fix your WooCommerce product meta tags and Schema markup to improve your search engine ranking social click through rates.

Common Warnings for WooCommerce SEO Markup

The Google Rich Results Test Tool, the Schema Markup Validator, or the Google Search Console for site owners, may report one or more of the following errors for the (minimal) Schema markup offered by the WooCommerce plugin:

  • The aggregateRating field is recommended.
  • The brand field is recommended.
  • The review field is recommended.
  • This Product is missing a global identifier (e.g. isbn, mpn or gtin8).
  • No global identifier provided (e.g. gtin mpn isbn).
  • Missing field "businessDays".
  • Missing field "cutoffTime".
  • Missing field "deliveryTime".

A Solution for Better Schema Markup

The WPSSO Core plugin addresses all the Schema markup weaknesses of WooCommerce and includes complete social meta tags for Facebook, LinkedIn, Pinterest, Twitter, and more.

WooCommerce provides only a single product offer in its Schema markup - even for variable products with different pricing. WPSSO Core includes all product variation offers, with complete product details for each offer (description, images, mpn, sku, gtin, item condition, availability, price, currency, VAT added, shipping delievery times, weight, width, height, length, fluid volume, and more). WPSSO Core can also include WooCommerce product prices with or without VAT, and if your products have reviews (ie. with a star rating) and comments (ie. no rating value), they will be added to the Schema Product markup as "reviews" and "comments" respectively.

The WPSSO Core plugin supports many additional WooCommerce product attributes as well, including:

  • Brand
  • Color
  • Condition (possible values: Damaged, New, Refurbished, or Used)
  • Depth
  • GTIN-14
  • GTIN-13 (aka UPC)
  • GTIN-12 (aka EAN)
  • GTIN-8
  • GTIN
  • ISBN
  • Material
  • MPN (aka Manufacturer Part Number)
  • Size
  • Gender
  • Volume

See the WooCommerce integration notes for details on different ways you can include this product information in your WooCommerce shop (ie. using an add-on for WPSSO Core, a supported third-party plugin, WooCommerce product attributes, WordPress custom fields, or custom values in the Document SSO metabox).

Do you ship products?

In September 2020, Google announced support for shipping details in Schema markup. Adding shipping details to your Schema Product markup is important if you offer free or low-cost shipping options, as this will make your products more appealing in Google search results. The WPSSO Core plugin can provide shipping information for WooCommerce SEO, including shipping zones, methods, rates, and locations (continents, countries, states, and postal / zip codes) when the WPSSO Shipping Delivery Time for WooCommerce SEO add-on is active.

A Step-by-Step Solution

  1. Install and activate the WPSSO Core plugin — from your site's Plugins > Add New page, search for "WPSSO Core".

  2. Optionally install and activate the WPSSO Product Metadata for WooCommerce SEO add-on to add GTIN, GTIN-8, GTIN-12 (UPC), GTIN-13 (EAN), GTIN-14, ISBN, MPN, depth, and volume information for WooCommerce products and variations — from your WordPress site's Plugins > Add New page, search for "WPSSO WCMD".

  3. Optionally install and activate the WPSSO Shipping Delivery Time for WooCommerce SEO add-on to provide Google with shipping rates and delivery time estimates — from your WordPress site's Plugins > Add New page, search for "WPSSO WCSDT".

  4. Have a look through the SSO > Setup Guide for optimization and setting suggestions.

  5. For information on managing additional WooCommerce product information, see the WooCommerce integration notes.