JSON-LD structured data on Shopify: BreadcrumbList, FAQ, product

Structured data helps Google and AI systems understand your pages. On Shopify, the risk is not missing schema - it is duplicate, conflicting, or inaccurate JSON-LD from the theme plus apps.

What Shopify outputs by default

Modern themes emit Product, Organization, and sometimes WebSite schema. Before adding custom blocks, inspect the rendered HTML and Rich Results Test - duplication triggers warnings and can suppress rich results.

Product schema

Required fields must match visible content: name, image, offers (price, currency, availability). Common errors: stale sale prices, aggregateRating without eligible reviews, multiple Product nodes for one URL.

"@type": "Product",
"name": {{ product.title | json }},
"offers": {
  "@type": "Offer",
  "price": "{{ variant.price | money_without_currency }}",
  "availability": "https://schema.org/{% if variant.available %}InStock{% else %}OutOfStock{% endif %}"
}

BreadcrumbList

Align JSON-LD breadcrumbs with visible HTML breadcrumbs. On products accessed via collections, pick one canonical path and keep breadcrumb hierarchy consistent.

FAQPage

Only mark up FAQ content visible on the page. Google restricts FAQ rich results on commercial pages - still useful for clarity and AI citability. One FAQPage per URL; no duplicate question/answer pairs.

Duplicate detection checklist

• →View source: count application/ld+json blocks per template.
• →Disable review apps temporarily to see if Product schema doubles.
• →Compare theme.liquid vs section-specific injections.
• →Re-test after each app install.

Implementation priority

1. 1. Fix Product/Offer accuracy on top revenue SKUs.
2. 2. Consolidate duplicates before adding new types.
3. 3. BreadcrumbList on product + collection templates.
4. 4. FAQPage only where content is real and visible.
5. 5. Organization/Person on about and article pages.

Pair with technical SEO checklist and Shopify SEO services.